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Revolve’s Blend of Data and Fashion Supports Case for IPO

Revolve has been a test case in fashion for many different reasons in its 15 years. The e-commerce site relied on influencers before Instagram was a digital glimmer. It started out with a sophisticated approach to using data that traditional retailers have only recently started to grasp.  And now, the company is out in front again, making its bid for an initial public offering just as the market is trying to shake off a serious case of the jitters. That timing has put the company under the glare of the fashion spotlight. If it does successfully go public, and the price and the market’s initial reaction are strong, others waiting in the wings might follow. On the other hand, if Revolve, which declined to comment for this story, has to change course and stay private, that also will reverberate across the industry. Regardless of what happens with the IPO, Revolve can be expected to continue to press its digital advantage, which includes a network of about 5,000 influencers who help sell its products and each month attract 7.3 million unique visitors, most of them Millennials. “They have their pulse and the loyalty of the Millennial-oriented brands and customers,” said Kelsey Groome, managing director at Traub, an advisory

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