Influencers’ Go-To Digital Retailer Finds Actual Stores Are Key
- Revolve shares plunge 80% since 2021 as pandemic glow fades
- New Aspen store shows need to mix brick-and-mortar and online
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Revolve Group Inc., a popular fashion hub among young influencer-obsessed shoppers during the pandemic, is seeing its shares tumble as sales dry up. So, in an attempt to juice the brand, the company is trying something it’s never done before — run an actual store.
The luxury-adjacent retailer uses a marketing strategy that’s largely about latching onto social media influencers with substantial followings and throwing glitzy parties that they can attend to create an aura of celebrity aspiration among customers. The whole process takes place online, something that had worked beautifully for Revolve, which carries more than 1,000 brands that are popular with Millennials and Generation Z, including Golden Goose, Free People and Steve Madden.