![]() Exposure by Revolve can be enough to push an It Girl like Ferragni to the next level. Take Chiara Ferragni (13m followers) for instance, the Blonde Salad blogger is a mainstay at Milan fashion Week but has had ties to Revolve for years. However, for influencers, attending a couture show is a status symbol, a sign that they’ve reached a new commercial crest. For a company like Revolve, or ASOS, fashion week is not relevant to its consumers - it’s expensive, out of sync with their shopping calendar and overtly exclusive. Mente jumps in and cites fashion week as an example. ![]() Initially this school of marketing sets out to capitalize on the personal following of these Instagram stars, but as time has gone on for many being involved with Revolve has helped propel their career. We really look at the whole package when it comes to working with an influencers.’ ![]() They study, ‘how on brand they are, where they live, their engagement. ‘We can be really choosey about who we work with,’ Revolve’s marketing mastermind Raissa Gerona explains. A dedicated team nurture an influencer program that sweeps the likes of Victoria Justice (14.4m followers), Olivia Culpo (2.8m) and Hailey Clauson (501K) off to far-flung beach resorts and A-List events. While it might be data that steers the e-commerce ship, this Cali company have made getting tagged by super-influencers into an art form. After all, every corner, surface and situation is designed with the selfie in mind.Ĭoy about what data they track, Mente explains 'that it is some of the secret aspects of what drives the business, but there is a broad set of metrics, some of what drives the business and some of them have a little subjectivity so we can measure and compare everything from consumer engagement to return on spend on various levels.’ He’s referring to their famous parties (like the Hamptons pool party hosted by Kim Kardashian) that seem like a social marketing experiment but are carefully evaluated based on how many mentions and clicks they get, consumer engagement, return on spend and the quality of the photographs as well as how they’ve been optimised.įor ‘gram fans this won’t seem surprising, as they will know the site from their much-photographed Coachella parties and #Revolvearoundtheworld marketing campaigns that sweep influencers off on 5* holidays. It’s everything you’d imagine it to be (bar the sinister weather): there are Instagrammable cushions and ironic neon signs as well as mirrors, lots of them. Behind a set of unmarked double doors on Melrose Avenue lies this inner reIm of influencer exclusivity where the rails of clothes are there to be chosen from for free and the drinks are free flowing. ![]() It’s a sunny day in Los Angeles, which sounds like a cliche but for the last week the city has been besieged by June gloom - California’s so-called grey perma-pollution-cloud - and I’m standing on the roof terrace of Revolve’s social hub. Put a pin in that dream because that’s a lived reality in the United States where the LA-based mega site rivals our humble UK-born multi-label site in size, popularity and millennial appeal. And, like 2.3 million people they follow the e-tailer’s Instagram account avidly. They stare blankly at you when you even mutter the name. Imagine a world where your colleague, your best friend and your niece have never heard of ASOS. ![]()
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