All while kickstarting the influencer craze:
Author:Tyler McCallPublish date:Jul 9, 2018In our long-running series "How I'm Making It," we talk to people making a living in the fashion and beauty industries about how they broke in and found success.
Revolve was born from Mente's knack for predicting consumer needs before they officially became a trend. After he and his partner Mike Karanikolas lost their jobs when the first dot-com boom went bust, they saw that people were searching for fashion brands but that very few — if any — were available online. They had a hunch that e-commerce was going to be the next big wave.
Tell me about how the brand and the business has evolved, and how you decide how to branch out into new categories. The other aspect of the business is that now that we do have a lot of our own brands — maybe 15 or 16 or so — and we've learned by observing and listening to our customers. A lot of the time, our customers want certain types of products, and when you scour the marketplace, we don't find enough of it.
It was really the people with the personal blogs. Our first was in 2009 with Rumi Neely of Fashion Toast — who we still work with to this day, which is super awesome to me. And there's a lot of other things, where some of the things that we do, everyone does now. Where there would be an influencer trip — that was quite radical at the time, where it was, "Let's just go have an amazing time doing beautiful things and document it."
We have made mistakes of hiring people that we thought were the smartest people and that had the best experience, the best resume, but fundamentally there was a misalignment in that. We just didn't enjoy working with each other and ultimately that splintered and ended up being non-productive.
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