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Now public, Revolve will test investor appetite for influencer marketing

Glossy – On Friday, Revolve made its Wall Street debut, one of several online fashion companies to go public in recent months. Stitch Fix went public in November 2017, followed by Farfetch in September 2018. The RealReal filed for IPO just last month.

One of the greatest concerns when any company goes public, and one that most public retailers are grappling with, is the subsequent rate of growth expected. For Revolve, one of the biggest questions is how much more it can grow through influencer marketing, which brought in nearly 70% of sales for the brand in 2018, and experiential events like #RevolveFest.

“Once there’s a capital infusion via an IPO, the expectations on these retailers are pretty aggressive. The whole goal of the infusion of cash or investment is really to grow the brand fast,” said David Naumann, vp of marketing at management consultancy BRP Consulting. “There’s only so much you can do for growing a brand online. The biggest way to grow and scale is to open some stores.”

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