Revolve: Leader of the It-Girl phenomenon

Revolve is an e-commerce clothing brand that encompasses a leading and prominent presence in the social media marketing world. Personally, revolve is a brand that I pay attention to not only as a social media marketing enthusiast but also as a consumer. I consume this brand’s content frequently and have fallen for their marketing strategy traps many a times. In order to unravel Revolve’s marketing magic tricks, let’s start with…

Where Did Revolve Come From?

Revolve was founded by Michael Mente and Mike Karanikolas in 2003 three as a fully online fashion retailer. This was during the start-up of e-commerce brands and recognition of their convenience to different target markets and innovation on the brand’s part. Revolve originally specialized in denim and was based off the goal to create an accessible and more affordable trending designer style. As e-commerce continued to grow, so did Revolve and its personal brand between luxury and accessibility which they eventually transferred over to the social media world where they are now the most prominent.

What is Revolve Known For?

In current time, Revolve is most known for their Instagram account that has 5.5 million followers where they showcase their influencer marketing and extravagant trips. This account has grown over 3 million followers in the past 4 years by using influencers that fit their brand’s persona, to promote the brand’s clothing therefore connecting the influencers target market and already loyal followers to the brand. Revolve uses already established connections and followers of others to continue growing their influence and target market. Revolve focuses more on whether the influencer fits the brand’s image and the fact that they would have followers of the same target market than follower count itself. Smaller through larger scale influencers are used to continue to widen the variety of their target audience. Other than influencers, Revolve uses known celebrities to market their products or even collaborate with through their own clothing line and designer.

After carefully choosing an array of influencers and celebrities to work with, Revolve is known for hosting extravagant events and taking brand associates onto expensive brand trips like Thailand, Hamptons, Italy, Greece, and more. On these brand trips, influencers are given new revolve clothing collections to wear throughout the trip and post in on their social media platforms. They are instructed to post twice a day with Revolve products depicted and the revolve trip hashtag and brand account tagged. Revolve along with all the other influencers and celebrities on the trip are used to spread awareness of the brand and the new clothing collection that corresponds with the trip. All the content made during the trip is then used for further advertisement and reinforcement of the brand’s image.

How Do These Action Mold Their Personal Brand?

Revolve has what is called an “It girl” personal brand. An It girl is someone that everyone else wants to be whether it is due to their looks, clothing, luxury scenery, etc. Revolve goal within their branding using this strategy is by extending consumers an entry way pass into the glamorous It girl lifestyle through buying and wearing their clothing. Revolve recognizes that not all consumers can afford the extravagant vacations and activities depicted in their content; however, that $35 dress that the women are wearing in the picture is within reason. This highlighted lifestyle is something that consumers aspire to have and by buying the clothes that and It girl is depicted wearing makes the consumer feel a step closer to that reality.

Although this personal brand strategy has been extremely successful for Revolve, it does play into multiple stressors that have originated on social media. Some social media platforms, especially Instagram, have overloaded content of highlighted life moments. This is when individuals only post their best moments and pictures- perfect hair, angle, skin, outfit, location, emotion, etc. it created an unrealistic reality that people are doing their best 100% of the time and lacks real non-beautiful life content to create any balance. This not only plays a crucial role in lifestyle but also body image and what the brand considers a “perfect body”.

Another illusion that is mixed into Revolve’s personal brand is the Fear of missing out (FOMO). Revolve is constantly posting content of their extravagant trips, events, and fun activities. The content depicts influencers filled with exhilarating happiness while having the time of their lives and consumers consistently watch and live these experiences through their phone screen. This creates unwanted anxiety of missing out on such events. Overall, these stressors that are connected to this genre of personal branding can be taxing on the mental health and perception of the consumer. These are negative habitual feelings that a lot of consumers feel online and can be hard to break.

Thoughts?

What are your thoughts on Revolve and their choice of personal brand? Were you aware of this brand before this article/have you interacted with this brand through social media before? Contact Me or start this conversation in the discussion tab above!

Reference: REVOLVE. Dissecting the Social Media Strategy… | by Grace Macleod | RTA902 (Social Media) | Medium.