Keeping Up with Revolve
Revolve is an online retailer offering women’s contemporary and trend clothing, shoes, accessories, and beauty. Founded in 2003, the brand has quickly become a fashion giant with its utilization of influencers and celebrities in their main marketing, promotional, and merchandising strategies (Biron, Business Insider). The company is praised for its exponential growth, trailblazing nature, and innovative attitude. Revolve has created a strong and exclusive community with its high-quality and high-priced merchandise assortment including private labels, name brands, and designers. One thing that sets Revolve apart from its competitors is its buzzworthy events. These events include influencer trips to destinations like London, Japan and Brazil, Revolve Festival hosted at Coachella, and the annual Revolve Awards.
The Revolve Awards is a fan-favorite event “celebrating the year's most revolutionary talent in the influencer, fashion and music spheres” (Thompson, E News). The last show took place in November of 2019 for its third consecutive year. The “fashion conglomerate’s annual event honours the most influential fashion and beauty icons” (Levy, Bazaar). Guests include models, influencers, celebrities, and artists: the likes of Kendall Jenner, Negin Mirasalehi, Candice Swanepoel, Winnie Harlow, Paris Hilton, Shay Mitchell, and Rosie Huntington- Whitely.
The awards are voted on by the public A.K.A. followers and customers of Revolve. The 2019 categories included: ‘Entrepreneur of the Year,’ ‘Beauty Brand of the Year,’ ‘YouTube Channel of the Year,’ ‘Brand of the Year,’ ‘BFFs of the Year,’ ‘Model of the Year,’ and ‘Breakout Ambassador of the Year’ presented by After Pay (Revolve). The show is usually held at a venue in Los Angeles every year. The event includes a red carpet, interviews, a sit- down dinner for guests, performances, and awards and speeches. Not only is this event to highlight major figures and/or influencers for their achievements throughout the year, but it is also an opportunity for Revolve to showcase top brands, styles, and outfits that viewers can immediately buy. During and after the event, Revolve’s social media team livestreams from their Instagram and YouTube channels, posts about guests’ arrivals, and announces winners. The influencers, celebrities, and other guests in attendance are also posting content of their own. It is a glamorous, over-the-top, and fun event for everyone (even at-home) to enjoy.
@revolve via Instagram
The Revolve Awards emphasizes everything that makes Revolve special and unique. With a shiny red carpet, beautiful roses and signage, flashy guests and performers, and top-of-the-line media coverage, Revolve executes its girl-boss branding and professional aesthetic. Every person in-attendance wears a brand sold by Revolve, so it has become a major marketing and promotional effort. The Revolve Awards further establishes Revolve as an exclusive retailer offering must-have pieces for every bold, confident, and fashion-obsessed woman.
For future Revolve Awards, I think the brand should go big. The company is always pushing the boundaries and shaping its reputation. The awards show should be attended by both honorary guests and the public like any other annual awards show. They should invite followers and loyal customers to line the red carpet in order to watch the celebrities and guests arrive. It would also be fun to hold competitions, giveaways, and sweepstakes, and to sell a handful of tickets. This would be strategic because it includes another group of people who will share their own pictures and videos of the event. I also believe Revolve should diversify the award categories, nominees and guests in attendance. This would make the show appeal to a wider audience and increase exposure. In the future, I can even see this awards show broadcasted by major networks. Revolve needs to stay relevant, adapt with the times, listen to its target market, and continue to be a leader within the industry.
Works Cited
Biron, Bethany. “How Revolve Used a Massive Network of Influencers and Celebrities to Become a Fashion Giant.” Business Insider, Business Insider, 10 June 2019, www.businessinsider.com/revolve-dominating-online-apparel-sales-for-millennials- history-2019-6.
Levy, Margaux. “All The Best Style Moments From The 2019 #REVOLVEawards.” Harper's Bazaar Singapore, Harper's Bazaar Singapore, 18 Nov. 2019, www.harpersbazaar.com.sg/fashion/best-style-moments-2019-revolve-awards/.
REVOLVE. “Revolve Awards 2019.” Shop Top Designer Clothing Brands Online at REVOLVE, https://www.revolve.com/content/revolve-awards-2019.
“REVOLVE (@Revolve) • Instagram Photos and Videos.” Instagram, www.instagram.com/revolve/?hl=en.
Thompson, Jake. “Shay Mitchell, Winnie Harlow & More: Get the Revolve Awards 2019 Looks.” E! Online, E! News, 30 Apr. 2020, www.eonline.com/news/1094620/shay- mitchell-winnie-harlow-more-get-the-revolve-awards-2019-looks.
