Revolve: Friends in high places

Think REVOLVE, and a sea of babes in summer frocks might come
to mind. The e-commerce brand has featured the faces of Emily
Ratajkowski and Chanel Iman in campaigns, launched men’s and
children’s departments, and continues to be one of the largest online
fashion entities based on the West Coast. Always speaking back to our
city’s laid-back-yet-still-attempting-to-be-hot aesthetic, REVOLVE’s
community of influencers and dedicated shopping base that embraces
social media perfectly laid the way for their next move: a physical
location by invitation only.
While the brand’s 2014 holiday pop-up at The Grove brought out the
masses to see and touch their product IRL, the next step was to evolve
in-person retail one step further. It’s not uncommon for e-commerce
brands to try pop-ups before committing both to a physical location and
the challenge of creating a real-life experience that’s an extension of the
brand’s online experience. But when brands have what REVOLVE has—
an enthusiastic and insatiable social media following of influencers and
fans that are, in many ways, responsible for the company’s growth—it
makes sense to turn the brick-and-mortar experience into an exclusive
club. A reward for its closest inner circle. REVOLVE wanted face time
with their most dedicated audience: millennials, who equally experience
and influence life online through Instagram, online shopping and their
smartphones. The result was REVOLVE Social Club. We asked more
about the exclusive shop and what is past those members-only doors
with Raissa Gerona, vice president of brand marketing.
Can you describe the concept of the store?
REVOLVE Social Club is meant to bring the REVOLVE shopping
and social experience to life. The Club is members-only, by invitation,
creating a super aspirational and exclusive destination for our top
influencers, VIP shoppers, and our highly engaged social followers.
It’s not a retail store, it’s not an office, it’s not a showroom, it’s not a
party venue—#REVOLVEsocialclub is all of that and anything we want
to make it.
Why did you want to create a physical space?
Our social club is more than a traditional brick-and-mortar retail
space. It is a place where our VIP members can essentially have a
personalized REVOLVE shop all to themselves. If one of our VIPs is
getting married, we’ll bring in product from our #REVOLVEwedding
shop for a private fitting for her and her bridesmaids. If we have an
exclusive collection with a brand, we’ll transform the space into a
pop-up shop. The #REVOLVEsocialclub is a revolving space to get the
ultimate REVOLVE experience IRL. Why Los Angeles?
REVOLVE is an LA-based brand. We are rooted in the West Coast
and represent the California lifestyle in everything we do. A ton of
our favorite influencers and brands are based in LA too, making it
super easy for them to access the space. But…you can look out for
#REVOLVEsocialclub pop-ups in other cities soon.
What is unique about the Revolve brand and how does it speak back
to its LA base?
No other retailer has done this concept before—ever! REVOLVE
Social Club is a hybrid of shopping and socializing—two things our
customers love to do. Because it’s members-only, everything we do at
the space feels very special and exclusive. We designed the space so
that at every corner, there’s a picture-perfect, Instagrammable moment.
Being in the heart of LA on Melrose, #REVOLVEsocialclub is the
ultimate destination for our members, local and international.
How can people come to the store and how can people get involved?
The more you engage with us on social, the higher your chances are
to be invited! Keep posting your outfits with #REVOLVEme, tag us, like
and comment on our posts, so we see you! Check your Instagram DM—
you might get an invite!
Plans to open other stores or concept stores soon?
We’re just getting started! Whether we open another social club or
pop-up or retail space, you’ll find out on the ‘gram. Be sure to follow
@revolve and #REVOLVEsocialclub for what’s to come!

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