Polyvore opened up its data files to prove the power of social commerce online.
The fashion Web site helps users arrange looks with an editorial eye, share those styles with friends and connects them with online merchants.
The Mountain View, Calif.-based firm has more than 20 million unique visitors a month. Those users make 2.4 million collages, which look something like fashion magazine layouts and are viewed one billion times a month. The company said 420 million of those views occur on social networks such as Facebook, Twitter, Tumblr and Pinterest.
But not all social exposure is equal. The collages shared on Pinterest find their way to 18 times the number of people and drive twice as many clicks as those shared on Facebook.
“People have been struggling to figure out how to make social commerce work,” said Jess Lee, chief executive officer and cofounder. “Is it possible to build a social community while driving shopping and sales?”
Lee said the company’s success proves it is possible.
Polyvore, which launched in 2007, is cash-flow positive and raised money about a year ago. Former Adly ceo Arnie Gullov-Singh was named chief revenue officer Thursday.
Lee said the trick to Polyvore’s approach is having fashion products in the right environment and context.
“It has to be visual,” she said. “Fashion is a very visual thing. And fashion is also about mixing and matching. People are in the right mind-set when they come to the site.”
Polyvore makes money by taking a cut of online sales it helps generate. It also charges for advertising and sponsorships and has seen revenues more than double this year.
The average order size placed through Polyvore last month was $220. That’s about 50 percent higher than the average online apparel order placed on Black Friday, according to IBM Digital Analytics.
The top five Web merchants Polyvore drives sales to are: Net-a-porter, Asos.com, Farfetch.com, Neiman Marcus and TheOutnet.
By definition, the site should also always be in step with what the current fashion interest is since its users create the content.
“We pulled back and said, ‘Let our community determine what our top trends are,’ and that’s just a really powerful thing,” Lee said.
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew