![]() ![]() While Revolve does have paid deals with influencers, some creators and talent managers said they thought it was time for the brand to further expand beyond gifting, and offer more paying opportunities, particularly to micro influencers who have fewer than 100,000 followers. They took the deal because they valued the opportunity to attend Revolve's coveted events but said they would normally charge $20,000 for that amount of content. The contract is very intense."Ī second influencer, with over 100,000 TikTok followers, told Insider that leading up to Revolve's NYFW festivities, they were asked to post several pieces of content including four TikTok videos, two Instagram posts, and three Instagram Stories in exchange for $1,000 in clothing credit (and no cash payment). ![]() "$1,000 in clothing credit doesn't even begin to cover my rate for the deliverables they requested, never mind usage, exclusivity, etc. "I think for influencers it really comes down to 'is this trade worth it?' To me, it was not," said one influencer with fewer than 50,000 followers, who declined the NYFW offer. The influencers and managers, whose identities are known to Insider, shared their experiences anonymously because they weren't authorized to speak publicly about Revolve's terms. Insider spoke with four creators and three creator talent managers about their experiences working with Revolve. But some influencers told Insider they felt there was a problem: Revolve's "gifting" strategy felt out of touch with current influencer-marketing norms, and they'd rather be paid with money than with product or store credit. Weeks before the event, Revolve's influencer-marketing team reached out to TikTok, YouTube, and Instagram creators to offer them the opportunity to be dressed by Revolve. The immersive, four-day installation hosted 9,000 people, the company wrote, including celebrities like Kendall Jenner. In September, the brand focused on working with TikTok-native influencers to promote its Revolve Gallery event. Take its New York Fashion week strategy as an example. In March, the brand launched a size-inclusive clothing line in collaboration with TikTok star Remi Bader (2.2 million followers).īut some influencer industry insiders said they feel the brand's influencer strategy has not matured as the market has. The brand also works with influencers in creating their own clothing lines. Revolve, which launched in 2003, has a strategy centered around building awareness through sponsoring events and experiences such as Revolve Festival, Revolve Around The World, Revolve Gallery, as well as short-term retail experiences and influencer trips. "We believe that much of the growth in our customer base to date has originated from social media and our influencer-driven marketing strategy," the company wrote. The brand relies so heavily on social stars to promote its products that in the company's third quarter earnings report, it said its business depends on maintaining a strong relationship with them. Trendy online retailer Revolve owes its success to influencers. But some industry insiders say the company's influencer strategy feels out of touch.The brand is known for its flashy influencer trips and events, including Revolve Festival.Fashion retailer Revolve has built an established customer base through leveraging influencers.Account icon An icon in the shape of a person's head and shoulders. ![]()
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