Our own research confirms these findings from L2. Mike Froggatt, a director at L2 told WWD, “Of these Revolve-related posts, only nine were identified as an ad - Song with six of these, Bernstein with two and Ferragni with one - even though the majority of these influencers work closely, and in a paid capacity, with the retailer.” In reviewing the disclosure behavior of top influencers in connection with Revolve last year – including Chiara Ferragni Aimee Song of Song of Style Amber Clark of Barefoot Blonde Christine Andrew of Hello Fashion Julia Engel of Gal Meets Glam Julie Sariñana of Sincerely Jules, and Rachel Parcell of Pink Peonies – New York-based digital research firm L2 uncovered 142+ instances in which posts included Revolve hashtags, such as #revolveinthehamptons, #revolvefestival, #hotelrevolve, #revovlearoundtheworld, etc.Īccording to L2, very few are indicated as sponsored. This is where Revolve appears as though it might be running afoul of the law. Still yet, the FTC has stated that affiliate-type relationships – aka when an influencer earns a commission by promoting others’ products, usually by including a link in their bio line on Instagram, for example – must also be disclosed. And these disclosures must be repeated in other words, disclosing once is not enough. This logic extends to instances in which a brand/retailer pays for an influencer’s trip to attend an event, such as Coachella or a fashion week show. Similarly, if an influencer is gifted products from a brand or retailer ( even if the brand/retailer does not explicitly require or pay for endorsement in exchange) and the influencer does, in fact, post a photo or video that depicts the product, that connection must also be disclosed. #Ad and #Sponsored are common examples of such disclosure language. #RevolveAroundTheFTCįor the uninitiated, the Federal Trade Commission (“FTC”) has long required advertisers and promoting parties, alike, to disclose material connections so that consumers can make purchasing decisions accordingly – and such guidelines extend to the web and social media, alike. This means that if a brand or retailer compensates an influencer to post about it or its products online, or to tag its products on Instagram, for example, that must be clearly indicated.
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federal law, requiring the “clear and conspicuous” identification of the relationships or material connections that go on behind the scenes. This gives rise to something worth examining: The majority of the influencer-posted Instagram content promoting Revolve lacks the disclosures that are mandated by U.S. And based on projections that Revolve was on track to surpass $1 billion in retail sales, that means that content creators could be responsible for up to $700 million of ’s revenue.” In its October 2018 IPO filing, Revolve revealed that it has “built a community of over 2,500 influencers and brand partners, including many of the most influential social media celebrities in the world, whom we track and manage using our proprietary internal technology platform.”
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As WWD reported in October, up to “70 percent of current overall sales at are driven by an influencer.
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REVOLVE BRANDS FULL
Raissa Gerona’s Instagram account is jam-packed full of imagery of her dining alongside Chiara Ferragni in Milan, partying at the Ritz Paris with Julie Sarinana and Negin Mirsalehi, frolicking in front of the Eiffel Tower with Belen Hostalet, or at Coachella with Kaia Gerber, on a beach in Spain with Chriselle Lim and Camila Coelho, and sitting poolside in the Hamptons amongst a bevy of influencers, whose collective follower count tops 30 million.Īs Revolve’s vice president of brand marketing and strategic partnerships, Gerona’s job includes, at least in part, forming close-knit bonds between the rapidly growing e-commerce site and the fashion industry’s most highly-followed influencers. In short: She is tasked with ensuring a constant stream of Instagram endorsements for the e-commerce retailer from the industry’s most famous influencers, who, in most photos are wearing – and tagging – garments stocked and immediately shoppable on Revolve’s site and those of its stable of (not necessarily obvious) in-house brands, including Lovers + Friends, Tularosa, NBD, Raye, Privacy Please, L’Academie, Grlfrnd Denim, Majorelle, and h:ours.įor Revolve – which was founded in 2003 by Michael Karanikolas and Michael Mente – influencer marketing is huge business.