How Revolve Became the Biggest, Trendiest, Most Profitable E-commerce Startup You've Never Heard Of
Revolve is a Los Angeles clothing company on track to sell $400 million
worth of dresses, hats, and other trendy young women’s apparel this
year.
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Revolve doesn’t have a celebrity attached to its operations, like
ShoeDazzle had with co-founder Kim Kardashian, or The Honest Company
with Alba.
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Online search. It was easy to see what people were searching for on the Internet—and more importantly, when those people weren’t finding what they wanted.
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They sold new and emerging designers. “It was networking and hustling
for access for many years,” Mente says. But it worked. By 2007, Revolve
carried more than 1,000 brands.
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As Revolve grew, the Mikes learned the importance of staying ahead of
trends. “Riding a trend all the way down,” as Mente calls it, works in
the short term, but can damage the brand over time. Take the dreaded
Juicy Couture velour tracksuit. No single article of clothing could
better symbolize the style of the mid-2000s. At the time, Revolve was
selling a lot of them. But it eventually became clear that the orders were
no longer coming from Revolve’s core customer. “It was the late
adopters, the latest adopters, and not the people who are going to keep coming back to us and be our long-term customers,” he says.Now, when a trend hits, Revolve abandons it the minute it goes mass market.
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“If you ride a trend too far, it’s hard to get the customer back"
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