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Jun 09

Revolve is dominating online apparel sales for millennials: history

Online retailer Revolve launched its initial public offering on Friday.

The company’s $1.2 billion valuation points to the power of a data-driven online model built with the help of a savvy influencer marketing strategy. Chances are, if you haven’t shopped at Revolve, you’ve at least scrolled past an Instagram post of a Kardashian posing poolside from one of the brand’s extravagant soirées.

After its founding in the early aughts, Revolve hit its stride in the post-recession era, when it shifted away from exclusively selling luxury goods in order to better cater to millennial and Gen Z women seeking deals online.

Read more: We went shopping at Forever 21 to see why the retailer is reportedly considering a major turnaround plan

Today, Revolve features a mix of designer looks as well as trendy, lower-priced collections. The company continues to thrive thanks in large part to its success on social media — Revolve boasts 3.1 million followers on Instagram and an influencer network of 3,500 people, according to Vogue Business.

“Revolve was a very early player in influencer marketing and is still one of the most prominent names in the space,” Evan Asano, founder and CEO of MediaKix, told Forbes.

Here’s the story of how Revolve positioned itself from relative obscurity to a disruptive e-commerce force, keeping competitors like Forever 21 and HM on their toes.

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