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.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion