Its virtual RevolveU conference is the latest example of the company's marketing pivot, due to the ongoing Covid-19 pandemic.
Revolve's influencer-filled, made-for-Instagram events, which span from tropical vacations to full-blown music festivals, are not only central to its business — it's one of the things the retailer, known for glitzy party dresses, colorful swimwear and other #OOTD-friendly wares, has become synonymous with.
Within a couple of days in lockdown, Revolve's business went down significantly — with net sales down nearly 50% at the end of March, before starting to recover in April. The team had to think very critically about how it was going to spend its marketing budget, not only because events were off the table, but also because of financial constraints. "We really didn't have a choice but to pivot and figure it out," she adds.
Then came Revolve Summer. In the past, it's taken place over a couple of weeks in a house in the Hamptons and a resort in Mexico. This year, events like flower arranging, floral pastry design, painting, a pool party and a movie night happened remotely, from each influencer's own home. "These were all categories that, to be honest with you, in times past, when we were traveling and partying and doing these things, were harder for us to market," she says. "This is just presented an opportunity to, I think, really grow closer to our customer and let her know that, 'Hey, we have other things that you can come to Revolve for.
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