Revolve fashion12/17/2023 Mente: It’s a diverse team of 30 to 40 people we have talented leadership, a broad buying team, and a strong analytics team. On the fashion side, we have complex systems to constantly analyze, project, and provide data to our buying and merchandising teams. Mente: From user testing and constant surveys with our consumers. I think that might be different from some other fashion businesses. Mente: Every decision that we make is driven by what we think the customer is going to like. That gave us the confidence to go about it in the right way. We saw a lot of the problems at the time: excess, too much hype, not enough focus on fundamentals, and trying to grow too fast. Karanikolas: Being on the inside of the industry helped give us perspective. What made you stay in tech after you watched the dot-com bubble burst? She was local and she had style, but she developed her own audience and exposed our brand. It was when Rumi Neely was still known as Fashion Toast. The first time we ever worked with a blogger was in 2008. That might be obvious, but it’s still not completely embraced by the industry. We also had to keep up with the shift in the customer. Now, some are Internet famous before they’re industry famous, and have huge social followings. In the past, model recognition was reserved for those on the runways and magazine covers. A magazine like Vogue might have a circulation of around 2 million, but a blogger like Chiara Ferragni has more than 5 million followers on Instagram, and a lot of the top bloggers are based out of the L.A. fashion capital, but today many people’s fashion is informed by the blogger world. Michael Karanikolas: Fifteen years ago, the major influence in the fashion world was fashion publications, which were largely New York–based. Why work with digital influencers and bloggers rather than take the traditional advertising route? It’s interesting to see how trends evolve and hit mass quickly. Mente: Definitely the Von Dutch hats! A couple of years ago, wedge sneakers were all the rage, from Isabel Marant to athletic brands like Puma. What are the most memorable trends you’ve carried? The world has become more integrated in terms of high fashion and mass because of social media. is very influenced by the runways, and vice versa. Now, our customer is focused on complete looks. fashion because we thought it lacked a certain credibility-it was the time of Juicy tracksuits and Von Dutch hats, which we ended up carrying because they were relevant. Mente: We were a little hesitant to identify ourselves with L.A. Hollywood, fashion, and celebrity are so intertwined in L.A., so we were able to understand trends, which influenced the REVOLVE aesthetic. We were looking for things to sell on e-commerce, and a friend suggested the jeans that Jennifer Aniston wore on Friends-7 for All Mankind. We started REVOLVE in 2003 after realizing that people were starting to search online for fashion, and especially jeans. Michael Mente: We don’t have fashion backgrounds-we were in tech. How did you end up in the fashion industry? Since its launch in 2003, REVOLVE has grown to become a leader of the L.A. Michael Karanikolas and Michael Mente (aka The Mikes) were on the e-tail scene before it evolved into e-tail as we know it.
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