Influencer marketing is officially more than just a fad or annoying social media fixture. After years of influencer-fueled initiatives, it looks like the strategy is paying off for digital-first label Revolve, which just filed for IPO. Here’s how the brand wove influencer marketing into the fabric of its overall strategy to lead it from buzzy to bona fide.

While many brands have tested the influencer marketing waters, the LA label has clung tightly to a digital and influencer-fueled approach from the start. In addition to its many and consistent collaborations with about 2,500 social media stars, models, and actresses, Revolve is fast becoming the go-to online platform for social media stars, like Aimee Song, to launch their first lines. Revolve communicates digital into reality on its own creative terms too, with what’s become an unmissable social media fixture—the Revolve Festival—a two-day mini-music festival complete with a star-studded lineup and Instagram-worthy backdrops galore. Indeed, the news of its IPO comes shortly after its recent expansion into Europe and its biggest, most influencer-packed Revolve Festival weekend yet. Not one to miss out on a single digital detail, Revolve was one of the only brands studied in Gartner L2’s Digital IQ Index: Department Stores to optimize its checkout process by reducing clicks with features like full name entry on one line and a review page and progress bar located on its one-page checkout.

Can influencer marketing be the foundation of a brand? By honing in on influencer marketing-based moves, Revolve was able to harness the attention of millennials, a cohort well-known for its penchant for influencer-based purchases, and thus, become a leader online. In 2018, the brand boasted profits of $36 million on revenues of $498.7 million and according to its website, records around 9.4 million unique visitors each month. Instagram isn’t the only measure of success for social media-centric brands, but it has now become a breeding ground for potential success in the offline world, as an increasing number of consumers turn to their feeds for fashion inspiration.

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