Revolve isn’t letting the retail apocalypse ruin its summer. The brand hosted a “fashion summer camp” for influencers, models, and bloggers as the main event of its #RevolveSummer activation this past July in Bermuda. Along with sharing their adventures, event attendees posted their Revolve outfits to followers on social media. The installation takes Instagram-friendly to a new level, and could possibly make taking ambassadors on vacation a new trend for brands.
A frequent purveyor of pop-up shops and an avid festival-goer, Revolve has become a leader on Instagram, where it frequently broadcasts its activities. In fact, Revolve alone scores nearly as many Instagram interactions as all department store brands put together accrue on Facebook. The retailers tracked in Gartner L2’s Digital IQ Index: Department Stores earned a total of 28 million Facebook interactions between 2017 and 2018, just narrowly ahead of Revolve’s 24 million Instagram interactions.
Still, while the retailer leads in interactions on Instagram, it could improve on influencer mentions. In this case, its summer campaign could be especially helpful as it actively ushered influencers into a position where mentioning Revolve was a must. Additionally, influencers have a habit of re-using old content (#TBT and #FBF), stretching out #RevolveSummer content for longer than just the two weeks in which it took place.
Although Instagram and influencers are certainly key drivers of sales, another area of improvement for Revolve is its website, which suffers from low traffic. While exposure is beneficial, sales are pivotal when it comes to the success of a brand. Revolve should consider integrating Instagram with sales more seamlessly than just posts on its grid, such as including shoppable features in its Stories.