By Amina Shreve
Revolve announced on March 3rd that it is to open a new Social Club until April 24, providing an exclusive shopping experience for influencers, brand ambassadors, and devoted customers. The premium online lifestyle brand prides itself on its engaging customer experience, a wide selection of brands and garments, and its brand loyalty from its customers. With events coming back in LA, Revolve is going to host its most incredible brand expansion.
Social Clubs scatter within the star-studded, exclusive areas of cities such as LA, NYC, Dubai, and London. These clubs arguably provide an exclusive experience for customers that showcase the luxury of the brand. With events coming back and Netflix’s show ‘Inventing Anna’ bringing back the idea of such clubs (that are consistently under criticism for dividing society for money), Revolve is ready to hop on the bandwagon to appeal to its customers.
Since the launch of Revolve in 2003, the brand has stayed consistent with keeping up with retail trends and consumer habits. As an online-based platform with multiple brand partnerships, Revolve was quick to make connections with the rise of social media and influencer marketing. As consumer and retail habits continue to shift between online and offline, the social club aims to enhance a personalized experience to cater to new audiences.
Revolve’s Social Club is a 9,500 square foot, two-floor club located at 8540 Melrose Ave, right in the heart of West Hollywood and its luxurious lifestyle. The club will open to the public from 11 am – 7 pm daily. The Social Club’s ‘reimagining’ by the creatives at the brand targets Millennials and Gen Z to the best of their abilities. The club provides a members-only experience that will include private shopping, a designer testing hub for emerging talent, a pop-up shop, and influencer-hosted parties. The first pop-up shop at the Revolve Social Club will be showcasing For Love & Lemons from April 7 to April 9. The brand is also talking about including panel discussions, beauty masterclasses, contests, and giveaways on social media. The Social Club will have retail stores throughout with brands such as Cult Gaia, Palm Angels, John Elliott, Song of Style, and House of Harlow 1960 for women and Pleasures. The club will also offer lounge areas, coffee by La Colombe, cakes by Lady M, and beauty goods by Charlotte Tilbury and Ouai. As you can see, the brand is pulling out all the stops for their ‘reimagined’ Social Club.
The club’s opening party, hosted by Kim Kardashian, had many VIP guests in attendance. The list included Angus Cloud, Sofia Richie, Winnie Harlow, Paris Berelc, Elsa Hosk, Alessandra Ambrosio, Marianna Hewitt, Lauren Ireland, and Caelynn Miller Keyes, amongst others.
“Revolve has dominated the online shopping experience for millennials for the past decade, and the Revolve Social Club is where we see retail going next,” said Michael Mente, Co-Founder, and Co-CEO of Revolve. This brings about a shift in retail experiences which will be interesting to see what other brands follow if they do.