Revolve burst on the fashion scene a couple of years ago and have oriented their business as internet-only to consumers. They use celebrities and influencers to market their clothing and build credibility in their brand, mostly on Instagram more recently through Facebook advertisements. These social media influencers receive clothing and post on their personal accounts, using Cialdini’s principles of social proof as every influencer involved with Revolve shows their relationship. Social media influencers also walk the line between authority and liking. Although not full celebrities in the sense of actresses or music artists, influencers typically are beautiful but also seem like a typical girl next door, making their posts especially persuasive, and garner them a large following on social media platforms. Revolve also throws parties and plans trips for their influencers so that they can have a fun time and also further wear Revolve’s clothes and sell their outfits, making the influencers in a type of exclusive club and lifestyle that a regular consumer can feel attracted towards. I feel that this business type has worked successfully for them and is now becoming increasingly common.
