At the last Revolve Festival in 2019, TikTok was a “fringe thing”, says Mente - this year it’s the primary social platform to meet Gen Z customers. Revolve continues to look at more established platforms, including Twitter, Facebook and YouTube, as sources of new customers, as well as researching opportunities in the metaverse. The brand is also increasingly cross-marketing the sister sites, just a click apart on each website.Īs its customer base evolves, Revolve is examining the role of different social media platforms in growing its reach. To increase its appeal to younger shoppers, last year Revolve brought on Kendall Jenner as Fwrd’s creative director, with her “picks” featured on a special section of the website. So while its internal data shows that younger clients tend to buy ready-to-wear such as a $250 dress at, they also peer at designer-priced accessories and handbags at Fwrd. Those Gen Z Revolve shoppers, though, are tomorrow’s Fwrd clients, and the company has learned to nudge today’s customers toward the future. “The investor group isn’t used to a company downplaying expectations,” Jacob says.Ĭhiara Ferragni at Revolve’s Grove pop-up in 2014. Matt Jacob, an analyst with M Science, says recent warnings from Revolve management that supply chain concerns could limit product availability have also spooked investors. Despite a solid financial performance in the first quarter of this year, Revolve stock has faced a sell-off since May on apparent doubts about its future growth potential. Market pressures are building for Revolve to prove it can maintain the momentum of its past in the new age of TikTok and the dawning metaverse. But the Los Angeles-based company that calls itself the “next generation” fashion retailer is facing a very different world now - one where it is no longer led by the next generation, and where its data-driven approach isn’t singular. Among them, Revolve’s invite-only Coachella-adjacent festival returned in May, complete with celebrity sightings, an Instagrammable pink fairground swing and performances by American rappers Post Malone and Jack Harlow. In-person music festivals have roared back after a pandemic hiatus. They could all use a lesson from revolve!).To receive the Vogue Business newsletter, sign up here. Oh, and another one of their best features - free two day priority shipping, and free returns as well (unlike some companies that actually make you pay a fee out of your refund for shipping back/them to restock. As a longtime VIP, I’m constantly able to shop new arrivals before the entire public can see them, able to triple my points for purchases (which go toward revolve reward credits, etc). Everyone is polite, and different program levels (depending on how much you spend in 12 months, you can be a VIP if you spend over $2k a year) get you different perks. As long as it’s during normal business hours, you can always chat with an online representative - and every time, without fail, they’ve been able to assist me with the help I need in record time. Not only do they carry all the best boutique labels/designs, but you absolutely cannot beat the organization of this app/site, nor can you beat their customer service. Ever since I started shopping from revolve (first in 2009, then I started regularly in January 2014 - so about 6 1/2 years now - they’re basically my ONLY shopping destination.
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