In case anyone still doubts the power of influencers, Revolve has proof that working with these content creators is paying off.
All one has to do is look at the numbers: up to 70 percent of the site’s revenues are fueled by influencers, according to Michael Mente, cofounder and cochief executive officer of Revolve. This means that the global network of over 5,000 content creators who regularly partner with Revolve could be responsible for driving a staggering $650 million to $700 million of e-tailers’ revenues by year’s end. This is based on reports that project Revolve is on track to do over $1 billion in sales this year.
“The industry as a whole is trying to wrap [its head] around the permanence of influencers and how to leverage and integrate them into their businesses. This is something we feel very proud of. It’s super important to the core of our business and we see it being integral for years and years to come,” he told WWD.
Raissa Gerona, Revolve’s chief brand officer, spearheads influencer initiatives for the retailer. She’s become somewhat of an influencer herself — she has 108,000 followers on Instagram — and is frequently photographed with superinfluencers in attendance at the Revolve Social Club on Melrose Avenue in L.A. or at any of Revolve’s lavish getaways.
When asked, Mente and Gerona couldn’t get more specific about exactly how much in sales each content creator is responsible for, but the retailer’s latest initiative, #Revolveawards, helps shed some light on this. The awards, which culminate in a ceremony that will take place in Los Angeles on Nov. 2, celebrate the year’s highlights in fashion, beauty and of course, influencers. The initiative is also a call to action for consumers, who are invited to vote in seven of 17 categories.
As of this week, the public can now access the nominees and cast votes at Revolve.com for the following: YouTube Channel of the Year; Best Influencer Brand; BFFs of the Year; Best Beauty Influencer; Brand of the Year; #Couplesgoals of the Year, and Influencer of the Year.
For the latter specifically, Gerona said a mix of lifting sales, traffic, awareness and engagement helped determine the selection of eight nominees: Chiara Ferragni, Camila Coelho, Negin Mirsalehi, Rocky (Rachel) Barnes, Julie Sariñana, Arielle Charnas, Aimee Song and Tash Oakley.
And as many in this group have lines of their own, nominees for Best Influencer Brand are Archive Shoes by Danielle Bernstein, Chiara Ferragni Collection by Chiara Ferragni, Gisou by Negin Mirsalehi, Same Swim by Shea Marie and Shop Sincerely Jules by Julie Sariñana. Beauty Influencer of the Year nominees include: Hrush Achemyan, Jen Atkin, Jenn Im, Marianna Hewitt, Olivia Culpo and Patrick Ta.