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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)