Inside Revolve's New Social Club
The brand new Melrose space is part showroom, part event space and part personal shopping destination.
Across the street from Revolve’s brand new social club on Melrose Avenue is fellow e-tailer-turned-brick-and-mortar institution Nasty Gal. But the two spaces couldn’t be more different.
Whereas Nasty Gal channeled its gritty, cool-girl aesthetic into an equally hip retail space selling space-y bodysuits and embellished denim, Revolve isn’t selling anything — at least, not in the traditional sense.
The "social club" is the company’s brand new three-story dynamic space, which will serve as a showroom, an event space and a personal shopping venue depending on the brand’s needs. But though it gives the appearance of a store front from the street, it’s not open to the public.
The blogger-favorite brand, which stocks both an in-house range as well as brands like Milly, Alice + Olivia and Anine Bing, will hold private events for only its best customers as well as celebs and other local influencers — an exclusivity factor that they hope will drum up desire for online shoppers, seeing as the space itself won’t exactly be churning out a profit.
Pret-a-Reporter stopped by the new space — every inch of which is highly Instagrammable, thanks to Consort Design — to get the scoop on the how the new Revolve social club will function.
As a personal shopping experience
According to co-founder Michael Mente, millennials — Revolve’s core customer — tend to value experience over things (he’s right). So the curated, appointment-only shopping experience intends to provide just that: the ultimate shopping trip. Mimosas on the roof, brunch, bumping music and, of course, the clothes and personal stylist, are all part of the equation.
About 200 high-value customers received invites to book appointments at the space; each session will feature a customized selection of products that are pulled using an algorithm that factors in the customer's online shopping history data. A Revolve stylist will then provide the “human element” by walking the customer through the various products and making suggestions based on past purchases.
But how exactly is a high-value customer defined? While, yes, the amount of money spent in the past is a factor, Mente says it’s not the only one. Customers that are highly engaged with the brand on social media and frequent the site regularly will also be rewarded with the coveted status.
Currently, only customers in the SoCal area can qualify for the VIP treatment. However, the brand eventually plans to expand that geographical limit.
As a showroom
The first floor showcases the company’s in-house brands, including Lovers and Friends and its brand new denim line GRLFRND, and is stocked with fall samples. Given the store’s proximity to A-list stylists — including Hadid/Jenner stylist Monica Rose — the room can easily be transformed into a curated selection of a celeb stylist's picks where clients can have fittings.
A pop-up or a preview for an exclusive collection can also be installed at the drop of a hat. For example, tomorrow the brand will dedicate the space to the unveiling of an exclusive capsule with For Love and Lemons, which will also be toasted with an invite-only brunch. "It's about the experience," says Raissa Gerona, vp brand marketing and strategic partnerships. "In this case, shopping is secondary. It's about getting to know the brand on a much more intimate level."
As an event space
Given its popularity among the L.A. blogger set, there will be plenty of big names (think: Chiara Ferragni of the Blonde Salad, Jules Sarinana of Sincerely, Jules and Aimee Song of Song of Style) dropping in for various events.
In addition to pop-ups, the brand plans to host product launches and other themed gatherings, putting the rooftop patio to good use.
Revolve Social Club: 8070 Melrose Ave; revolveclothing.com