The Covid-19 pandemic impacted the premium and luxury fashion industry immensely, with the lack of offline shopping, travelling, and the emergence of a new, luxury customer. Generation Z and Millennials demand transparency, authenticity, sustainability, and immersive, convenient, and personalized experiences from the brands they shop from. As the industry recovers from residual issues, brands need to implement innovative omnichannel marketing and selling methods, in addition to in depth sustainability initiatives, creating added value for consumers. This report investigates two online retailers, Farfetch and Revolve, and their successes during the pandemic Through critical analysis of the retailers’ business models and strategies, the effectiveness of delivering business aims, objectives, and creating value for customers is explored.
This report focuses on three sectors within the Balanced Scorecard: Customer, Learning and Growth, and Environmental perspectives. Business strategies, like marketing approach, omnichannel selling, and sustainability initiatives are compared between Farfetch and Revolve. Throughout the pandemic, the two retailers experienced profitability and gained market share, as competitors faced issues with their strategies After critical analysis of secondary and primary research, strategic recommendations are specified in order to mitigate risks, while being able to exploit opportunities for future success.
The results of exploring academic sources, conducting a survey and a comparative shop, and using data from EDITED exhibited that Revolve creates value through their marketing approach and Farfetch through innovative, omnichannel offerings and sustainability initiatives. Strategic recommendations provided to Revolve include investing in more advanced technology to create a more immersive customer experience and create a comprehensive sustainability plan. It is suggested that Farfetch should enhance their marketing approach to effectively target customers
Added-value, omnichannel, marketing, innovation, sustainability, online shopping, customer experience, premium/luxury fashion, Covid 19 pandemic, business models, retail strategies
2.1. Farfetch and Revolve KPI’s 3
3.1. Luxury Consumer Profile 6
3.2. Business Model Navigator Framework 6
3.3. Farfetch Mission, Vision, & Values 7
3.4. Revolve Mission, Vision, & Values 8
4.1. Balanced Scorecard 10
4.2. Premium/Luxury Shopping Preference . 10
4.3. Revolve Marketing Approach Awareness 11
4.4. Revolve Marketing Approach on Instagram . 11
4.5. Farfetch Marketing Approach Awareness . 12
4.6. Luxury New Retail Implementation at Browns 13
4.7. Kendall Jenner Instagram Post 14
4.8. Sustainability Balanced Scorecard 15
4.9 Positively FARFETCH Goals 15
4.10 Email Newsletter Introducing Tularosa Green Collection 16
4.11. Sustainability Initiative Awareness for Revolve and Farfetch 16
Farfetch, an online luxury retailer, functions as an e concession marketplace for their acquired brands and third-party sellers, in addition to their digital platform services. The company is known for its wide selection of luxury and second-hand products.
Revolve is a premium fashion retailer, founded in Los Angeles with the aim to deliver vast, yet curated offerings to the Gen Z/Millennial consumer, creating a better digital experience than traditional retail Both online retailers are recognized as innovative in their own sectors with their technology first approaches to premium/luxury fashion
The current retail landscape is seeing a recovery from the Covid-19 pandemic, as social distancing and travel restrictions are easing, causing more social freedom and increased hunger for travel. Consumer tastes have shifted from leisure and sportswear to luxury attire for social events. In addition, the pandemic driven emergence of the new, luxury consumer of Gen Z/Millennials demands that the industry execute sustainable, agile, and innovative strategies. Many fashion brands struggled during the pandemic as supply chain disruptions plagued and continue to affect the industry. However, Farfetch and Revolve thrived during the pandemic due to their favorable business models and offerings. They achieved overall financial success which demonstrates the growth in each business, as opposed to their competitors (See Figure 2.1) Analyzing how both Farfetch and Revolve adapted to the shift in the industry, is crucial to providing recommendations for further growth amongst the ever changing demands of the market.
Within the current retail environment, to critically analyze the current business strategies of Farfetch and Revolve and evaluate the effectiveness of such strategies in delivering value, this report aims to:
» Summarize the two retailers’ business models
» Analyze Farfetch and Revolve’s different strategic approaches
» Evaluate the effectiveness of such strategies in delivering business aims and objectives
» Determine how the retailer’s approach creates value in the current environment
» Propose recommendations to secure future business success
To effectively evaluate Farfetch’s and Revolve’s business strategies and critically analyze how the approaches contribute to their success in creating value, primary and secondary research is undertaken. Secondary research is inspected through various academic and business sources, such as McKinsey and Co, Business of Fashion, Deloitte, and GlobalData for market research Primary research, such as a survey of Gen Z/Millennial consumers, data from EDITED Retail, and a comparative shop, is utilized to supplement secondary research.
In the post Covid era, the fashion industry continues to see a shift in the retail environment and consumer demands. The Covid-19 pandemic caused the acceleration of digital strategies amongst businesses and a more critical, honesty-seeking consumer emerged. The new luxury consumer values digital innovations and shopping environments, transparency from the brands they shop from, and their individual identity (See Figure 3.1) The retail industry experienced an increase in loungewear and sportswear purchases, as consumers did not have social plans due to pandemic restrictions. However, the demand for luxury has increased post-Covid because consumers are engaging in social events and have plans for travelling (See Appendix 7.1). Online retailers like Farfetch and Revolve flourished during the pandemic, as their business models were built on a technology first approach and their product offerings allowed for profitability and added value amongst consumers (See Figure 3.2).
Figure 3.2
The start of 2022 had shown prospects for profitability. As the global economy started to recover from the pandemic, supply chain shortages, restrictions in China, and the Russia Ukrainian war determined a different outlook on the fashion industry (See Appendix 7.1). Supply chain blockages restrained inventory management for companies around the world, thus creating a shift to more agile operating models like nearshoring (McKinsey & Co and Business of Fashion, 2021). With China being the second largest luxury goods market (Statista, 2022), the maintained Covid lockdowns have been damaging to luxury brands, especially Farfetch, who invested in partnerships with Alibaba and Tmall Luxury Pavilion (Milnes, 2022).
Farfetch aims to be the global platform for luxury fashion, creating unique opportunities for customers and sellers that are driven by their core values (See Figure 3.3) The retailer creates added value with the expansive product portfolio, omni-channel selling, technology innovations, and exclusive partnerships with brands and boutiques (See Appendix 7.6). With Farfetch’s mission at the forefront of their operations, the company is comprised of two business models, selling products through ‘Farfetch Marketplace’ and services provided to brands through ‘Farfetch Platform Solutions’ (FPS) (See Appendix 7.2).
Figure 3.3
Farfetch Mission, Vision, & Values
Farfetch operates as an e-concession model, not owning any of the inventory they sell on their website, but rather a marketplace for third-party sellers to make their own decisions on pricing and merchandising strategies (FARFETCH Ltd., 2022) However, the company has acquired brands like Browns, Stadium Goods, and New Guards Group (NGG) to expand their offerings, creating a competitive advantage. Farfetch profited during the Covid 19 pandemic not only as an e commerce specialist, but also because the acquisition of the luxury streetwear and sneaker brands, NGG and Stadium Goods, proved to be favorable amongst consumers and their pandemic-driven shift to athleisure and loungewear (Deloitte, 2021). The company expands their product offerings beyond apparel, footwear, and accessories through their pre-owned, second hand and newly added beauty sections. Farfetch has acquired more brands that have expertise in these sectors to further their unique selling point, and thus their competitive advantage. For example, the 2021 acquisition of LUXCLUSIF facilitates the collection, authentication, and sale of second hand goods, improving the Farfetch Second Life initiative of selling pre owned goods (See Appendix 7.2).
In addition to product selling on Farfetch Marketplace, the company uses their expertise in e commerce technology to offer other brands/retailers digital capabilities through
‘Farfetch Platform Solutions ’ FPS serves as another business model for Farfetch as they are providing a service, like creating e commerce sites and providing fulfilment services (i.e., warehousing, delivery, returns) for an extra fee The pandemic driven switch to online shopping has encouraged traditional brick and mortar giants like Harrods and the Neiman Marcus Group (who owns Bergdorf Goodman), to reconsider their own business models and go digital (Shoaib, 2022).
Revolve’s mission is to deliver an engaging customer experience from a vast yet curated offering (See Figure 3.4). The premium/luxury retailer keeps their customers at the core of their business decisions to create an ‘aspirational’ shopping experience (Revolve, n.d.a). Customer value is driven by the omnichannel selling and marketing of the plethora of brands on their site, which resonate with the target consumer’s personal style (See Appendix 7.7).
Revolve profited during the pandemic through third party sellers, however the company has acquired its own in house labels, such as Lovers + Friends, Tularosa, and NBD. The acquisition of these brands creates a better customer centric merchandising strategy, “…Revolve will be able to quickly fill holes in its marketplace when necessary… and create a stronger pipeline of product” (Bhasin, 2015). Revolve expanded their offerings to a more high-end shopper with their luxury sister site, FWRD. The luxury site places Revolve Group in a position post pandemic with luxury shopping trends increasing (See Appendix 7.1).
Further developing Revolve’s customer centric model is the proprietary data algorithm that tracks customer data trends for better merchandising abilities (REVOLVE Group Inc, 2022). Revolve prides itself on partnering with thousands of influencers and celebrities on social media through the Brand Ambassador Program (REVOLVE Group Inc, 2022) Because the target consumer is Gen Z and Millennials, who are very much
involved in social media, the company also integrates social commerce into their business model through Instagram and Snapchat shopping features (See Appendix 7.3) Revolve’s influencer mission includes events and pop ups that are catered towards celebrities and influencers, which makes it aspirational to shoppers (Lieber, 2022).
However, the new retail space, The Revolve Social Club, establishes an inclusive shopping experience for anyone to shop exclusive brands, sit in the lounge, café, and bar, and take photos with the ‘Insta-worthy’ backdrops (Lieber, 2022).
The Balanced Scorecard is a planning and management tool that gives a holistic perspective of a business, rather than the traditional indicators like Return on Investment (ROI) and Earnings Before Interest, Taxes, Depreciation and Amortization (EBITDA) (See Figure 4.1).
Figure 4.1.
Balanced Scorecard, adapted by author
Within the customer perspective of the balanced scorecard, brand recognition and market share are two ways to gage customer satisfaction. The Covid 19 brought out a new kind of luxury consumer that values authenticity, transparency, individuality, and sustainability The rising purchasing power of Gen Z and Millennials drives the industry to towards ced technology and omnichannel methods like virtual try-ons and social media shopping for consumers to immerse themselves in the brand and products (Dialogue Blog, 2021). Creating value for these consumers includes personalization, convenience, transparency, and a way to express themselves with their style (Francis and Hoefel, 2018) Corroborating a survey consisting of Gen Z/Millennial consumers (See Figure 4.2), “Many Gen Z consumers find it convenient to order products online, but others may prefer physically shopping in stores. Therefore, from brands being present in the online space and physical space in stores, they have guaranteed convenience for every type of consumer
in Gen Z” (GlobalData PLC, 2022b) Farfetch and Revolve create value for consumers through their omnichannel offerings
Farfetch is notorious for its vast product portfolio of luxury merchandise, which is a competitive advantage amongst other luxury retailers (See Appendix 7.6). The retailer spotlights exclusive offerings like the limited edition drops on Farfetch’s “beats” digital storefront and campaigns with various creators, promoted through online and offline marketing (See Appendix 7.4). Farfetch taps into the physical retail space through their acquired brands, such as Browns, where customers can shop through QR codes, interactive mirrors, and in store apps for that seamless integration of online and offline shopping (Farfetch Platform Solutions, n.d.).
Within a marketing perspective, Farfetch takes advantage of social media innovations through Snapchat and Instagram virtual try-on filters with the ability to shop within the platform. Revolve does not engage in such experimental social media features, but rather targets customers through influencer/celebrity marketing on social platforms and with events, like RevolveFestival at Coachella (See Figure 4.3). In response to the Covid 19 pandemic, Revolve halted in-person events and turned to social media for hosting events like livestream workouts on Instagram’s IGTV to promote their activewear range (See Appendix 7.5). This pandemic-driven shift proved to be beneficial as Revolve played to their strengths of social networking (See Appendix 7.7), and their net income was up 103% in the last quarter of 2020 (Fernandez, 2021b). The community built by their influencer marketing strategy delivers an authentic, aspirational experience and the mix of “…emotional brand marketing with sophisticated, data driven performance marketing, drives successful customer acquisition and retention” (See Figure 4.4- REVOLVE Group Inc, 2022). Farfetch uses Instagram, TikTok, Twitter, Facebook, and LinkedIn to create conversations amongst the community and
host virtual events with fashion personalities (O’Connor, 2020). However, website marketing promotions are minimal to create an online luxury shopping experience, with only a discount when customers sign up for the newsletter (See Appendix 7.8). This method could end up hindering the luxury retail giant, as target consumers are unaware of Farfetch engaging in marketing techniques other than Instagram ads and newsletters (See Figure 4.5). To Revolve’s advantage, 65% of respondents are acquainted with a multitude of Revolve’s approaches and 58% say that they have a better marketing approach compared to Farfetch (Appendix 7.10).
hese methods encourage customer education and engagement with both Farfetch and Revolve, with 3.7M and 1.8M active customers, respectively. Overall, each retailer’s marketing approach is tailored to their own brand values and target their consumers through multichannel experiences of their owned and third party labels. Farfetch benefits from the market share of luxury goods they sell, from second hand to new and exclusive collections, and recognition from their innovative omnichannel offerings. Revolve’s advantage is consumer recognition through influencer marketing techniques and market share of unique brands.
Both Farfetch and Revolve implement a technology-first approach to encourage customer acquisition and retention. As Covid-19 accelerated digitization, customer data is crucial for business growth and success (Fitzpatrick et al , 2020) The two retailers use consumer data analytics to understand customers to provide them with a better, more personalized shopping experience. Farfetch uses a comprehensive approach to data and analytics to offer customers the merchandise they want (FARFETCH Ltd., 2022). Revolve has a more targeted technique with their proprietary data algorithm that tracks customer data trends on their site to effectively and efficiently “manage merchandising, marketing, fulfillment, product development, sourcing, and pricing decision” (REVOLVE Group Inc, 2022). The retailer “invested $10 million in one centralized fulfillment center, including automation, in 2019…” which proved to be
profitable as the pandemic escalated shipping delays and warehousing issues (Fernandez, 2021b). Because the pandemic created this shift with supply and demand, Farfetch benefited as they do not own any of their inventory Competitors were facing delivery and warehousing problems, which made Farfetch’s “service appear more dependable for shoppers” (Fernandez, 2020b). Instead, the retailer’s technology expenses are mainly for Farfetch Platform services and features.
Farfetch’s innovation approach is powered by their Luxury New Retail (LNR) initiative, which reimagines technology solutions for the future of luxury, aiming to connect online and offline shopping (Farfetch Platform Solutions, n.d.). This initiative creates value for customers through omnichannel selling of the company’s online, in store, app, and social platform activities. They offer innovative solutions tailored to their company values of ‘Amaze Customers’ and ‘Be Revolutionary’ such as augmented reality (AR) try-on filters on Snapchat and Instagram, interactive fitting room mirrors in Brown’s stores, QR codes to blend physical and online shopping, livestream shopping on their website, and even create localized experiences, like WeChat mini programs for Chinese consumers (See Figure 4.6 Appendix 7.4). In contrast, Revolve does not really emphasize innovations through social media, yet most of their marketing efforts are based on apps like Instagram and Snapchat (See Appendix 7.7). Rather, Revolve creates value for customers through omnichannel events, pop up stores, influencer marketing, and new brand acquisitions (See Appendix 7.5).
Revolve acquired Alliance Apparel, which owns labels like Lovers + Friends, Tularosa, NBD, and Raye, in 2015, and uses their in house labels to innovate their merchandising capabilities, for ‘a stronger pipeline of product’ (Bhasin, 2015). In addition, Revolve has expanded their premium product portfolio to include more luxury items, through FWRD. FWRD appointed Kendall Jenner as Creative Director in 2021, which seeks to emphasize the forward-thinking ideals of this expansion, as she is well-versed in the designer fashion scene, seeing trends before they appear in stores. Jenner hopes to innovate the platform to stay up to date on global trends and allow emerging creatives to take advantage of the digital space (See Figure 4.7 Spellings, 2021). Similarly, Farfetch acquires new brands to increase their expertise in the industry. For example, in 2021 the retailer acquired Allure, which ‘uses artificial intelligence to create high quality on-model images’, and JBUX, ‘which provides marketplace technology to multivendor online business via a cloud-based Software as a Service platform’ (FARFETCH Ltd, 2022). This strategy strengthens Farfetch’s capabilities as a tech-first retailer While Farfetch has a competitive advantage amongst other online premium/luxury retailers through their learning and growth perspectives, survey respondents view Revolve as a more innovative brand, and 53.85% of consumers ranked quality and reputation as having the biggest influence on their luxury purchases (See Appendix 7.10). Nevertheless, Farfetch and Revolve both have achieved great market share amongst their respective competitors due to their innovation and skill acquisition approaches that helped them flourish throughout the pandemic.
On the traditional Balanced Scorecard, there is no indication of the sustainable perspective and which sector to which it would be applied However, Fathi (2019) discusses that the environmental perspective is embedded in the center of a balanced scorecard, and thus relates to all four other perspectives (See Figure 4.8). Sustainable and ethical practices are crucial to business success as Gen Z consumers would pay more to purchase an environmentally sustainable product (Deloitte, 2022).
Figure 4
4
According to a survey by Francis and Hoefel (2018), 65% of consumers “try to learn the origins of anything they buy- where it is made, what it is made from, and how it is made.” Farfetch has a Fashion Footprint tool that allows customers to learn about the environmental impact of clothing materials and the benefits of shopping second hand (See Appendix 7.4) In addition, Farfetch has launched the Positively FARFETCH initiative which includes goals to be climate positive, to sell 100% ‘conscious’ products, to sell more circular, low-waste products or uses of circular service, and to be a leader in conscious inclusion (See Figure 4.9- Farfetch, n.d.c). Revolve engages in environmentally sustainability initiatives as well, such as monitoring the company’s carbon footprint and greenhouse gas emissions through box free returns, paperless receipts, recycled poly bags and cardboard for their in house labels, and labelling certain products as “Sustainable” based on their impact (See Appendix
7.9 Revolve, n.d.c). Customers can learn about why the products are sustainable through the criteria of being purposefully made, recycled, plant based, low impact, upcycled, and having responsible manufacturing (See Appendix 7.9). On the one hand, according to EDITED (2021), Revolve’s top brand under the keywords of “sustainable” and “conscious” is Sami Miro Vintage, which the retailer does not include in their sustainability shop. On the other hand, Revolve emphasizes one of their owned brands, Tularosa, and their new Tularosa Green collection as sustainable and eco conscious (See Figure 4.10) However, Good on You, a site that rates brands’ ethical activities, rates Revolve’s in house labels as a 1 (on a scale from 1 to 5) and overall rated as “We Avoid” (Good on You, 2021). In contrast, Farfetch has partnered with Good on You in the ‘Positively Conscious’ initiative to rate the brands that the retailer sells (See Appendix 7.2). This partnership drives the “Conscious” labelled products on Farfetch’s website (See Appendix 7.8)
As the budding luxury consumer views sustainability as an important and influential factor when shopping from premium/luxury brands (See Appendix 7.10), it is critical to implement ethical practices into a business and not engage in “greenwashing.” Consumers are more aware of Farfetch’s environmental efforts than Revolve (See Figure 4.11), and 73% of respondents in a survey saw Farfetch as being more sustainable (See Appendix 7.10).
While Revolve enforces some eco conscious initiatives, this is considered a weakness to the brand as the consumer perspective is not driven by their environmental policies, but rather their marketing efforts (See Appendix 7.7). Farfetch delves into their corporate social responsibility (CSR) through many initiatives and supports these efforts with an ESG (Environmental Social Governance) report to validify their strategic efforts for stakeholders (Farfetch, 2021). Farfetch’s environmental and social sustainability efforts successfully reach the financial, consumer, learning and growth, and internal business perspectives Compared to Farfetch, Revolve’s undertaking fulfills only the internal business and financial perspectives regarding their in house labels, with minimal recognition by consumers and more room for innovation in this area.
The Covid 19 pandemic caused a dramatic shift to online shopping, consumer demands, and disruptions amongst global supply chains. Despite these impacts on the fashion industry, two online retailers, Farfetch and Revolve, still flourished, as they had favorable business models. Farfetch had acquired streetwear brands, NGG and Stadium Goods, pre-pandemic and Revolve dropped an ethical activewear range which aligned with consumer demands, as social events were suspended through social distancing restrictions. Within a supply chain context, Farfetch acts an e concession model and does not own any of its inventory, so warehousing and delivery issues plaguing their competitors benefited the retailer. In addition, Revolve had invested in an automated and highly innovative fulfillment center, pre-pandemic, which placed the company in a favorable position when supply chain disruptions were rampant for the industry at large. From the pandemic, emerged a more conscious and authentic luxury consumer, and both retailers have implemented sustainability strategies to deliver a more ethical industry.
While the two retailers both have environmental initiatives, Revolve has a less developed business strategy. Farfetch engages in a plethora of approaches to the environmental perspective, like selling second-hand items, partnering with other brands to support their donation and repair services, and the impact of clothing through their Fashion Footprint tool. The retailer includes an ESG report, following their 2030 goals for a socially and environmentally responsible industry, which creates benchmarks for such strategies and showcases their efforts. Revolve could learn from Farfetch, as there is not much evidence supporting their sustainable claims, suggesting that the retailer could be “greenwashing.” Customers value ethical brands that engage in transparent and authentic sustainable initiatives, so it is crucial for Revolve to demonstrate how their efforts affect the environment, the people that work for them, and society as a whole.
Revolve is notorious for their marketing approach, as they have curated a network of thousands of global and micro influencers and celebrities. The retailer uses their
expertise in social media to create online events and promote their offline events, like RevolveFestival and the Revolve Social Club pop up store. Farfetch takes on a more minimal marketing approach to align with their luxury branding, however brand recognition is important for success and a big factor to consumers when purchasing from premium/luxury brands. Farfetch could create a better omnichannel marketing approach, similar to Revolve, in a way that still suits their values.
Despite Revolve’s notable marketing strategy, it is not as innovative as the direction of the fashion industry, with immersive experiences using advanced technology. While Farfetch has minimal marketing, the retailer blends innovative technology, like AR/VR virtual try on filters and interactive mirrors, with their offerings, creating a revolutionary approach to shopping luxury. Farfetch uses interactive filters on Instagram and Snapchat to create an immersive shopping experience. Revolve’s largest marketing strategy takes place on social platforms, like Instagram, so it would be beneficial for the company to execute an innovative approach to that strategy, similar to Farfetch.
Both retailers saw growth during the pandemic and even in the post pandemic era because of their unique business models. However, they should continue to innovate their offerings, like enhanced marketing for Farfetch and an improved sustainability and technology strategy for Revolve, in order to develop a more engaged customer. To achieve the retailers’ goals of profitability, increased market share, and satisfied consumers, such recommendations should be executed to offset the ever-changing nature and risks of the fashion industry
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Spellings, S. (2021). Kendall Jenner Turns Creative Director in Her Latest Fashion Move. [online] Vogue. Available at: https://www.vogue.com/article/kendall jenner fwrd creative director [Accessed 1 Jun. 2022].
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Farfetch (2020). Positively Farfetch | Our 2030 Goals. [online] aboutfarfetch. Available at: https://aboutfarfetch.com/media/1511/positively farfetch our 2030 goals.pdf [Accessed 5 Jun. 2022].
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Figure 2.1. Farfetch and Revolve KPI’s FARFETCH Ltd. (2022). Annual Report 2021. [online] FARFETCH Investors. FARFETCH. Available at: https://s22.q4cdn.com/426100162/files/doc_financials/2021/ar/2021 Annual Report.pdf [Accessed 14 May 2022].
REVOLVE Group Inc. (2022). 2021 Annual Report. [online] REVOLVE. REVOLVE. Available at: https://s2.q4cdn.com/892021348/files/doc_financials/2021/ar/2021 REVOLVE Annual Report.pdf [Accessed 14 May 2022].
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Farfetch (2022). Choose your new #OffWhite sneakers on #FARFETCH. *Every key style, from the Off-Court 3.0 to the Out Of Office. #YourChoiceYourFARFETCH. [Online Image] Instagram. Available at: https://www.instagram.com/p/Cday0OMgTAm/?utm_source=ig_web_copy_link [Accessed 26 May 2022].
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packaged goods/our insights/true gen generation z and its implications for companies [Accessed 19 May 2022].
Revolve (2022). talking business @nazaninmandi in the @dundasworld joni blazer + joni trouser link in bio to shop #DUNDASxREVOLVE. [Online image] Instagram. Available at: https://www.instagram.com/p/CdpYv-cDEtI/?utm_source=ig_web_copy_link [Accessed 26 May 2022].
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Kaplan, R.S & Norton, D.P (1992) The Balanced Scorecard, Measures that Drive Performance (Harvard Business Review, Jan Feb)
Revolve (2022a). Going up on a Monday@drink818 founder @kendalljenner visiting the 818 Tequila bar at the #REVOLVEsocialclub today. [Online Image] Instagram. Available at: https://www.instagram.com/p/CbYrFFspuTa/?utm_source=ig_web_copy_link [Accessed 2 Jun. 2022].
Revolve (2022b). our wellness weekend panel with these lovely ladies at the #REVOLVEsocialclub for the launch of @wellbeingbrand. [Online Image] Instagram. Available at: https://www.instagram.com/p/CbS9JrSPGs6/?utm_source=ig_web_copy_link [Accessed 2 Jun. 2022].
Revolve (2022d). WellBeing + BeingWell Sweepstakes to celebrate the launch of our exclusive activewear brand, WellBeing + BeingWell, we wanted to give two lucky winners a chance to win $1,500 to stock up on their fitness must haves + new 'fits! [Online Image] Instagram. Available at: https://www.instagram.com/p/CbXs3FWrAdB/ [Accessed 2 Jun. 2022].
Revolve (2022e). wellness weekend at the #REVOLVEsocialclub with @wellbeingbrand in the LA area?! come stop by tmrw! 8540 Melrose Ave - the first 25 customers in line will get a surprise gift card valued at anywhere from $25 $500! [Online Image] Instagram. Available at:
https://www.instagram.com/p/CbRAny_pHx /?utm_source=ig_web_copy_link [Accessed 2 Jun. 2022].
Farfetch Platform Solutions (n.d.). Luxury New Retail. [online] www.farfetchplatformsolutions.com. Available at: https://www.farfetchplatformsolutions.com/insights/luxury new retail browns [Accessed 29 May 2022].
Kendall Jenner (2021). as a lover of fashion, and having been incredibly fortunate to work with some of the most brilliant people in this business, i’ve learned so much over the years. As @fwrd new Creative Director, I am excited to learn even more and help curate the site’s offering with emerging designers and brands! stay tuned � #KJxFWRD #KendallsEdit #FWRDpartner. [Online Image] Instagram. Available at: https://www.instagram.com/p/CTSI76gFnJS/?utm_source=ig_web_copy_link [Accessed 2 Jun. 2022].
Fathi, A. (2019). SUSTAINABILITY BALANCED SCORECARD: A COMPREHENSIVE TOOL TO MEASURE SUSTAINABILITY PERFORMANCE. International Journal of Social Science and Economic Research, [online] 4(2), pp.948 962. Available at: https://www.researchgate.net/publication/331688857_SUSTAINABILITY_BALANCED_SCORE CARD_A_COMPREHENSIVE_TOOL_TO_MEASURE_SUSTAINABILITY_PERFORMANCE [Accessed 2 Jun. 2022].
Farfetch (2020). Positively Farfetch | Our 2030 Goals. [online] aboutfarfetch. Available at: https://aboutfarfetch.com/media/1511/positively farfetch our 2030 goals.pdf [Accessed 5 Jun. 2022].
Figure 4.10. Email Newsletter Introducing Tularosa Green Collection Revolve (2021). In Honor of Earth Day. [Email Newsletter] Edited. Available at: https://app.edited.com/#vm/new/new/revolve/9992?brands=farfetch%2Crevolve&keywords=Con
[Accessed 5 Jun. 2022].
FARFETCH has two business models: product as in the clothing they sell (own brands and sellers) and the service they provide for other brands and companies. FARFETCH does not own any of the inventory they sell on their digital platform, FARFETCH Marketplace, but rather acts as an e concession model for other brands. This means that the individual sellers can choose the pricing strategy & merchandise allocation themselves, while FARFETCH takes a commission on sales. However, FARFETCH has acquired their own fashion brands, like Brown’s, Stadium Goods, and the New Guards Group, which expands their product portfolio to more luxury brands, emerging brands, streetwear, and sneaker brands In addition, the e commerce site sells pre owned luxury items, through FARFETCH Second Life. Other than just the actual selling of a product, FARFETCH offers companies their e commerce expertise with FARFETCH Platform Solutions (FPS), allowing companies to expand into the digital shopping space The company also offers brands fulfillment services that include warehousing, item delivery, returns, etc. for an extra fee
FARFETCH prides itself on being a luxury e tailer with fashion and high fashion pieces, some exclusive to the site. This is reflected in the pricing strategy as fashion and high fashion prices However, FARFETCH is also known for its deeper discounts than online rivals (Fernandez, 2020b), as it developed its initial identity as a luxury marketplace with lots of sales and promotions.
The e tailer giant has placed emphasis on their unique offering from FARFETCH Platform Solutions of creating marketing content for the brands that use this service. Their competitive advantage amongst other online luxury retailers is the exclusive collections with brands such as Gucci, Burberry, Fenty, etc. (Fernandez, 2020b) and weekly, limited edition drops on FARFETCH’s “beats” digital storefront (Fernandez, 2020a). As a rebrand to increase customer loyalty, FARFETCH created a campaign with a plethora of creators, that was promoted through online and offline marketing methods (O’Connor, 2020). FARFETCH also values innovative tech and social media solutions by tapping into Snapchat, TikTok, Instagram, and Pinterest for social commerce shopping, virtual try on filters, and immersive shopping experiences. The company also uses YouTube, Instagram, Twitter, Facebook, and LinkedIn to create conversations amongst the community and host virtual events with fashion personalities (O’Connor, 2020). Other promotional strategies include partnerships with boutiques for offline shopping and tapping into the Chinese market through Tmall Luxury Pavilion and WeChat mini programs, which allows brands “to run marketing campaigns and sell directly China’s leading social media platform” (Deloitte, 2021). The FARFETCH website promotes their newsletter, loyalty program, live shopping events, and a Google search shows paid advertising to improve their SEO (see comp shop).
FARFETCH has their own website (farfetch.com) and application, available to download on iOS and Android phones, where you can shop through visual search, get exclusive offers, and an exclusive personal style feed. On their service end, the FARFETCH Platform solutions provides a digital place to shop from brands, like Harrods, where you can shop from Harrod’s product assortment. Their offline marketplace consists of physical stores from their own brands; Browns, New Guards Group (NGG), the brands under NGG like Off White, Palm Angels, & Roberto Cavalli (Fernandez, 2021a), and partnerships with boutiques and other retailers, like Neiman Marcus (Shoaib, 2022). Products can also be bought through Instagram, Pinterest, and Snapchat shopping. In addition, customer service can help with finding an item for you. For
FARFETCH’s private clients, they get access to a dedicated personal shopper, fashion concierge services, and an exclusive FARFETCH private client app.
Customer service can be reached via email or phone at certain hours of the day. Because of FARFETCH’s Second Life platform, the customers become part of the business model when they donate/sell their luxury items to FARFETCH to then be resold. FARFETCH partners with companies to assist in the value chain of the business. For example, The Restory restores items sent to FARFETCH Fix, LUXCLUSIF collects, authenticates, and sells the second hand items, Good on You rates the brands’ sustainability efforts, Clipper Logistics collects and analyzes inventory logistics, and Thrift+ and ThredUp assist donations of items
There are many platforms to purchase an item from, such as the website, application, social media platforms, etc. If you’re shopping on the website, you can find an item either through the drop down list of categories or through the search bar, where you can then narrow down your search through product details and sort with pricing or featured items. Customers can check out using a guest checkout or through their profile, can pay with many payment methods (all major debit and credit cards, PayPal, Klarna, or AfterPay), and will then receive a confirmation email with their order number and tracking details. The website is supported by IT processes that track cookies and website happenings for R&D, consumer data & trends, and marketing/advertisement preferences. Positively FARFETCH consists of three models: reselling (FARFETCH Second Life), donating (FARFETCH Donate), or repairing (FARFETCH Fix)
Reselling starts with the customer sending images of the item for an assessment, they can then schedule a free pick up of the item, the item will be assessed in person, and once verified, the customer will receive Farfetch credit. Donating starts with ordering a Farfetch donation bag, where customers put their items in and can either schedule a pick up or nearest drop off point, then they can choose how much of the profit made from their items goes to their chosen charity and what percentage in Farfetch credit. Repairing an item is through The Restory, where you can book a collection through their website, the customer will receive a quote for the repair and once approved, the item will be restored and sent back to the customer. FAQ pages are available for regular shopping and Second Life shopping.
FARFETCH values sustainable initiatives and has created goals for 2030 to be climate positive, to sell 100% conscious products, to be more circular, and to be a leader in conscious inclusion (Farfetch, n.d.b). They have conscious trend reports, ESG reports, and the FARFETCH Second Life initiative as efforts towards these goals (FARFETCH, n.d.c). In addition, their packaging consists of recyclable cardboard certified by the Forest Stewardship Council (FARFETCH Ltd., 2022) and the website features a Fashion Footprint Tool, allowing users to see the impact of materials on the environment (FARFETCH, n.d.d). With their luxury strategy, Farfetch encourages users to sign up for newsletters and download the app for early access to sales, new arrivals, and promotions, personalized product edits, and a visual search tool, to further the exclusivity and improve consumer perception. Farfetch Private Clients get exclusive customer service at their fingertips with a Private Client app, a fashion concierge, priority access to a customer service line, and a personal shopper. Customers who join the ACCESS loyalty program get benefits and rewards based on their annual spend on the Marketplace (FARFETCH Ltd., 2022)
Revolve is an online retailer that sells products through their owned brands and third-party sellers on their website and offline with their Revolve Club pop up shop. With their owned brands (Lovers+Friends, Tularosa, NBD, and Raye), Revolve has the ability to fill gaps in their merchandising, style wise (Bhasin, 2015) In addition, the premium fashion retailer expanded their portfolio with their sister site, FWRD, that holds luxury labels like Bottega Veneta, Kenzo, and Alexander McQueen. They also have services like the Brand Ambassador Program and VIP program for celebrities and influencers that includes invitations to their events like RevolveFestival
The retailer is known for having premium quality items sold on their site, which is reflected in the pricing through a fashion, high fashion pricing mix. REVOLVE has extended their product offering through their sister site, FWRD, which features luxury & designer items at fashion and high fashion pieces. Their owned brands are sold at higher price points which bridges the gap between premium pricing on Revolve and luxury pricing on FWRD (Fernandez, 2021b).
REVOLVE places emphasis on their marketing strategy through a plethora of influencers and celebrities They use social media platforms like Instagram, Facebook, Snapchat, Pinterest, YouTube, Twitter, and TikTok. In addition to social media marketing, the brand hosts exclusive events for their ambassadors and VIPs like REVOLVE festival, Revolve Social club, and event during New York Fashion Week. The Revolve Social Club launched in Los Angeles is the first brick and mortar store, where customers can shop from a curated supply in addition to the lounge, café, bar, and “Insta worthy” backdrops (Lieber, 2022). The Social Club will be open to everyone, but a second floor will feature a members-only gym and wellness center (Lieber, 2022). Customers can also sign up for REVOLVE newsletters to receive… As the Covid 19 pandemic halted Revolve’s in person events, the retailer pivoted and used social media platforms to their advantage, like hosting workouts on Instagram’s IGTV to promote their activewear range (Fernandez, 2021b).
Online shopping takes place through the REVOLVE or FWRD website and social media platforms like Instagram, Snapchat, and Pinterest social shopping. Revolve also has an app available to download on iOS and Android devices. The new Revolve Social Club is a retail space, allowing customers to shop from “Revolve exclusive brands, like Song of Style and Camila Coelho…alongside labels like Levi’s and Free People” (Lieber, 2022). The retail space will be more of an experience than just shopping from clothing racks, including a lounge, bar, café, gym, and wellness center for people to spend more time at the space, where “coffee and pastries are complimentary with fashion purchases” (Lieber, 2022).
Customer service on Revolve is very easy to navigate as the site shows a live chat option, where you can chat with a real person. You can also email or call customer service for more support. A service that REVOLVE offers is the ability to talk to a style expert if you have an event to shop for or just need assistance in finding pieces. Influencers and celebrities play a big role in REVOLVE’s business model, almost like a sales associate in a brick-and-mortar store. Revolve hosts events in partnership with other brands, like Drink 818 and the Revolve Festival, for influencers and celebrities
The online shopping process is easy to navigate if you have a specific product in mind, where you can find an item with the drop down list of categories or through the search bar. Some items will be ‘preorder’ that you can buy, reserve, and once it’s in stock, it will ship to you. If the size is out of stock, you can choose to be notified when back in stock or directly contact the designer You then place the order either through a guest checkout or your profile, payment is taken through the website (credit & debit cards, PayPal, Klarna, or gift certificate/store credit), and then the customer receives an email confirmation where they can track the order through the site or app
Revolve promotes sustainability through their eco friendly poly bags used for their owned brands, recyclable packaging with no paper receipts (REVOLVE Group Inc, 2022) and partnered with Happy Returns for a box-free return model, reducing the amount of cardboard used (Revolve, n.d.c). They also have items on their website that have a “Sustainable” label attached, showing that they are conscious items, however Good on You rates the in house labels owned by REVOLVE as “we avoid,” meaning they are not taking enough steps to be considered sustainable (Good on You, n.d.) As the retailer is focused on inventory management because of the large number of brands and products they hold, in 2019, REVOLVE “invested $10 million in one centralized fulfillment center, including automation” (Fernandez, 2021b). This also gave them a competitive advantage amongst those who saw shipping delays caused by the pandemic. Revolve values customer perception, which is why they have a vast portfolio of micro influencers, large influencers, and celebrities (REVOLVE Group Inc, 2022). The customer is targeted through curated promotional material from these social media stars on platforms like Instagram, Snapchat, and TikTok
Farfetch UK Website www.farfetch.com
May 13, 2022 @ 4:00PM
The initial information that comes up during a Google search shows a Google shopping Ad with quick links to items on Farfetch UK and a side bar shows the basic company information from aboutfarfetch.com
When search Farfetch on Google, the first link is an “Ad” for the official FARFETCH site “Farfetch Official FARFETCH Site”
o Sub links show links to shop shoes & bags and another link that says, “Free Delivery Now On” and takes you to the new arrivals page
The next link is the same FARFETCH website link that says “FARFETCH The Global Destination for Modern Luxury”
o Sub links say, “Shop Women”, “Shop Men”, and “Designer Sale for Women”
The home page features quick links over images to the departments they have: Beauty, Women, Men, Kids
A pop up window with a survey about renting fashion showed up on the side of the website
Next, the home page offers “Featured Brands” and “Trending Now” for Men, Women’s, and Kids
Next, there are boxes that offer customer support with a guide to shopping and placing orders, FAQ’s, and a way to contact customer service
A newsletter sign up is featured where you can choose to get notifications on womenswear or menswear through email or SMS, encouraged by signing up for early sale access, new in, promotions and the incentive to get 10% off when you do sign
Header
o Banner announcement allows you to click and shop the latest arrivals
o Farfetch logo in the centre with the department pages on the left hand side
o Icons on the right hand side of the header feature a profile/account to sign in, a heart to save your favorites to, and a shopping bag for the customer’s cart
o A search bar is also featured Footer
o Link to download the Farfetch app and shop “New In”
o Links to follow Farfetch on social media platforms of Instagram, Facebook, Twitter, Snapchat, Pinterest, and YouTube
o Customer Service links include contact information, orders/delivery/returns/refunds, FAQs, and other terms and conditions/policies
o About Farfetch links include information for investors, their loyalty program, partners and affiliates, student and other discounts, careers, and other Farfetch initiatives/promises
Summary: It’s very easy to navigate through the departments as that is the biggest and first thing you see on the home page with more in depth categories lower down on the page. Because Farfetch is a luxury retailer, the home page reinforces this branding through the minimal and high end feel of the design. There aren’t any sale or marketing promotions on the first page, but a survey about renting fashion popped up, links to shop new product is advertised, and a 10% discount acted as an incentive to sign up for the newsletter.
When you click on the specific department you want to shop from, a newsletter sign up pops up and advertises a 10% discount if you sign up
Header
o The announcement banner changes to advertise new arrivals, Farfetch live (a live shopping event), the editor’s guide to spring bags, free shipping for a limited amount of time of a selection of full price items, and 10% off for key workers
o Drop down menus appear after clicking on a department to be able to browse through “New In”, “Shop By”, brands, clothing, shoes, bags, accessories, jewellery, pre owned, and sale
§ “Shop By” allows you to shop from curated edits for certain events or styles
o When you click on the women’s department tab, the initial page shows you edits/collections and articles to read and shop
§ “The Fine Jewellers to Invest in Now”, colorful prints and colors edit, new Ralph Lauren collection
o A series of 4 new arrivals shown with the header “New In: hand picked daily from the world’s best brands and boutiques”
o Another image and link to shop from the Ralph Lauren collection with the header “Joyful Color and Classic Bags”
o “This week’s highlights” features 3 brands and trending ideas/pieces followed by a series of 4 products with the header “Just trending now: crystal accessories”
o Next, the women’s department page features the Farfetch Live event where you can watch Farfetch’s guide to “spring’s hottest bags”
o Next, the site shows another collection/edit encouraging customers to “Shop the world’s best boutiques”, followed by 3 boutiques to click and shop from Men’s
o Edits/collections are featured to shop from brands and trending styles/ideas
§ “New Sneaker Drops”, “The Conscious Spring Wardrobe”, Paul Smith
o “New in: hand picked daily from the world’s best brands and boutiques” features 4 new arrival items
o Paul Smith collection featured under the header “Bright New Season”
o “This week’s highlights” a summer shoe edit, an Acne Studios edit, and an edit for sets/co ords
o “Trending now: Burberry signatures” features 4 items from Burberry clothing and accessories
o Next, the site shows another collection/edit encouraging customers to “Shop the world’s best boutiques”, followed by 3 boutiques to click and shop from
Kids
o Edits/collections are featured to shop from brands and trending styles/ideas
§ “Summer Style to Love”, the accessories edit, branded items
§ “The best of new in” highlights 3 new arrivals
§ “Discover: new exclusive” highlights 4 exclusive to Farfetch brands/items
Beauty
o Edits/collections are featured to shop from brands and trending styles/ideas
§ “Charlotte Tilbury’s Beauty Icons are Here”
§ “Most wanted skincare”
§ “The highlights”
§ “New in: Makeup”
§ “Off White’s ‘Paperwork’ Beauty is Here”
§ “Cult Haircare
o Farfetch Beauty Community
§ “Join the FARFETCH Beauty Global Community”
§ Encourages customers to join the community to create their own edits, test and review new products, and meet like minded beauty lovers to share tips, inspiration and recommendations
Footer
o Download the farfetch app
§ Either enter your email to receive a downloadable link or scan the QR code
Summary: Farfetch has curated their main pages for the departments to influence and encourage customers to shop from their edits and their expertise in a high end way. It attracts customers to shop from the new arrivals (which are full price) and explore their style more than their usual brands.
Not much promotional activity other than the announcement banner promoting the limited time sale and 10% discount for signing up Graphics
o Style edits and collections encourage customers to shop from the featured brands and trends
o The recommendations to shop from these edits are paired with elegant, chic, colorful, yet still minimalistic images Services:
o Phone number to get in touch with customer service, FAQs, and a How to Shop guide for customer service
o You can create an account to save your favorited items
o Can track your order
o Made to order and customized items
o Omnichannel application available on IOS and Android store
o FARFETCH Donate
§ On some product landing pages, FARFETCH advertises their donation feature where you can donate clothing back to FARFETCH
§ When you click on the link it gives you a step by step guide of how to donate items
2
o Customers can learn about FARFETCH from the “About Farfetch” links in the footer
o You can learn about product details on each individual product page of the composition & where it was made, size & fit, and delivery & returns
o Links to FARFETCH’s social media accounts of Instagram, Facebook, Snapchat, Twitter, Pinterest, and YouTube where customers can discover more about the brand
Summary: FARFETCH keeps promotional and sale marketing to a minimal as they try to create a luxury online shopping experience, similar to brick and mortar luxury shopping. The brand encourages customers to shop through their edits and curated collections While each department page shows multiple edits, trending pieces, and new arrivals, it stills feels like a luxury shopping experience with designer imagery and photoshoots and the clean, white design of the page.
Merchandise Presentation all merchandise is shown in front of a plain white backdrop, and has a scroll over second view of the item
o The second quick view of the item shows the product on a model and the scroll over feature over the brand/name/price shows the available sizes
o The name of the brand is in bold underneath the item followed by a thin font of the name of the item The price is in a slightly larger font and shown below the brand and item name
o If the item is a Farfetch exclusive, conscious, a featured item, or from the new season, a sub heading in a slightly lighter font color is shown underneath the product
Product Categories are organized by style, brands, occasion (for clothing), and collections (for bags)
o Options to sort your viewing by Farfetch’s picks, newest first, Price: high to low, and Price: low to high
o You can specify the clothes you view by either choosing categories on the side tab of category of item (i.e. cropped, bootcut, boyfriend, etc in denim), brand, size, leg length, fit of the item, color, price, 90 minute delivery, same day delivery, and conscious items
Summary: FARFETCH continues the luxury shopping experience through a seamless, clean design of merchandise pages which attracts to customers that want the feeling of shopping in person but online. The category pages don’t show any promotional activity (except for a minimalistic design for their donation feature). However, there is no instant chat feature if a customer has any questions, but there’s a little tab on the side to give feedback. The scroll over feature for both the image and product info acts as a “quick view” to allow customers to see if their size is available before clicking on the product, which is a nice feature and encourages shopping.
Sizes offered includes XXS XXL for some brands and some brands offer numbered sizing from 24 29 (in denim), 0 12 (in pants)
o FARFETCH offers a size guide and a fit predictor to see what size you would be in the specific item based on the well fitting items you already own Pricing strategy is in 00s prices
At the bottom of the category page, there are product recommendations based on what you’ve searched and recently viewed Product Description
o From the category landing page and the 2 scroll over view options, you can click on the product for more details
o Product details include product features of the silhouette, material composition, washing instructions, info about the model’s sizing and what size they’re wearing, information about the fitting of the item, delivery & returns information
o You can click “view the look” to see the items in the modelled picture and buy those items Customers can “heart” items and it will end up in their “Wishlist”
Summary: FARFETCH has a large inventory of products to search through. If a customer doesn’t exactly know what they’re looking for, the options to sort and view items from specific features of the product is really helpful. If the customer has a FARFETCH account, their favourited items will be saved in their wishlist, which makes shopping seamless and easy in conjunction with the 2 scroll over features. The fit predictor and size guide encourages customers to shop, even if they don’t know their size as Farfetch carries brands from many different countries Not all sizes are available in every product, but the recommendations feature shows you similar styles to the one you’re viewing, which is nice to see other options that may be what the customer is looking for.
Dresses (Formal/Evening & Casual/Cocktail) Handbags Shoes (Heels & Sneakers) Denim
Stella McCartney Sweatshirts/ Loungewear Kids wear Shoes
UK: 24,712 US: 14,226 UK: Core: 5,935 Fashion: 18,045 High Fashion: 732 US: Core: 4,781 Fashion: 8,944 High Fashion: 501
Price Points in ￡ Entry (Lowest) Mid (Mid Point) Exit (Highest)
UK: 24 US: 23.70 UK: 516.45 US: 426.88 UK: 22,938.99 US: 41,764.19
UK: 17,724 US: 12,223 UK: Core: 3,288 Fashion: 13,577 High Fashion: 859 US:
Core: 3,080 Fashion: 8,392 High Fashion: 751
UK: 38 US: 35.14 UK: 768.98 US: 701.49 UK: 40,466 US: 34,332.98
Blouses & Tunics
UK: 7,106 US: 7,044 UK: Core: 1,992 Fashion: 4,635 High Fashion: 479 US: Core: 2,329 Fashion: 4,187 High Fashion: 528
UK: 11 US: 13.07 UK: 312.62 US: 277.97 UK: 5,524 US: 5,994.12
UK: 106,236 US: 71,653 UK: Core: 29,829 Fashion: 76, 279 High Fashion: 128 US: Core: 24,067 Fashion: 47,463 High Fashion: 123
UK: 11 US: 11.44 UK: 170 US: 150.09 UK: 19,967.99 US: 18,254.32
UK: 25,125 US: 19,051 UK: Core: 5,866 Fashion: 19,191 High Fashion: 68 US:
Core: 5,850 Fashion: 13,111 High Fashion: 90
UK: 65, 680 US: 60,605 UK: Core: 17,936 Fashion: 47,508 High Fashion: 236 US: Core: 19,049 Fashion: 41,281 High Fashion: 275
UK: 19 US: 17.98 UK: 356.28 US: 304.81 UK: 11,351 US: 11,459.72
UK: 12 US: 13.07 UK: 247.21 US: 221.89 UK: 13,800 US: 17,306.95
UK: 13,135 US: 12,492 UK: Core: 4,270 Fashion: 8,134 High Fashion: 731 US:
Core: 4,394 Fashion: 7,352 High Fashion: 746
UK: 14 US: 11.44 UK: 145.47 US: 134.17 UK: 3,904.99 US: 4,154.91
UK: 11,140 US: 10,844 UK: Core: 2,522 Fashion: 8,412 High Fashion: 206 US: Core: 2,780 Fashion: 7,825 High Fashion: 239
UK: 20 US: 22.07 UK: 383.78 US: 348.16 UK: 28,100 US: 17,306.95
UK: 33,495 US: 32,483 UK: Core: 6,251 Fashion: 20,569 High Fashion: 675 US: Core: 7,069 Fashion: 24,484 High Fashion: 930
UK: 22 US: 20.43
UK: 451.29 US: 402.41 UK: 19,040 US: 30,448.82
UK: 5,015 US: 4,034 UK: Core: 1,322 Fashion: 3,605 High Fashion: 88 US: Core: 1,379 Fashion: 2,587 High Fashion: 68
UK: 13 US: 13.07 UK: 206.24 US: 148.86 UK: 10,523 US: 8,834.07
UK: 197,695 US: 183,546 UK: Core: 39,200 Fashion: 155,930 High Fashion: 2,565 US: Core: 40,386 Fashion: 140, 820 High Fashion: 2,340
UK: 11 US: 8.99 UK: 327.80 US: 317.70 UK: 431,417.01 US: 438,733.76
REVOLVE UK website https://www.revolve.com/women/?navsrc=main May 11, 2022 @ 9:00PM
When searching on Google, the first link is the REVOLVE website with the “Ad” sign, showing that REVOLVE has paid to have their link first on the page “REVOLVE Official UK Sit Shop Now for Free UK Shipping”
o Sub links show links to shop dresses, the sale of “65% off selected items”, “Hot List”, and “Flash Sale” of up to 70% off for a limited amount of time
The next link to show up on the Google search is the same REVOLVE website with the title “Shop Top Designer Clothing Brands Online at REVOLVE”
o Sub links show links to shop dresses, clothing, all sale items, and all new arrivals
Summary: The initial Google search reveals it’s very easy to find the brand and shop their many different categories. The next link after the first 2 shows another brand called “Revolve Fashion” which could confuse customers as to which one is the actual REVOLVE site they want to shop at. You can also find links to their Facebook and Instagram which is a good way to get to know the brand, however it’s further down on the search page.
Summer Sale discount pop up (20%) ad
o Until May 13th, 2022
First shows “The Dress Shop”
Next the site exhibits the 550 new arrivals and the newest dresses
Next, “Featured Shops” shows edits of clothing in a clickable carousal for special occasions, black owned brands, fall beauty, fall season clothes with a highlight of fall dresses, “cotton shop”, wedding, revolve exclusives, “weekend ready”, matching sets, fall nights out, and a Dundas x Revolve collaboration
After the carousal, more edits that customers can click on and shop from include:
o “Neutral Territory”
o “Make it Monochromatic”
o “Start from the Top”
o “Preorder Now: Donna Karan x Revolve”
Below the shoppable edits, there’s a banner to shop from the sale section, advertising sales up to 65% off Next, the home page features a banner for FWRD, with 3 pictures of Kendall Jenner Next, customers can shop from another clickable carousal from Revolve’s Instagram feed posts
Best Sellers are shown below this, followed by more links to shop from specific categories:
o “The Beauty Shop”
o “It’s Coat Season”
o “Boot Up”
Header:
o Automatically changing banner advertising, the Cotton Shop edit and the summer discount
o Revolve logo with a drop down bar to switch to the FWRD site
o Free Shipping on orders over 70 GBP
o A help drop down list with many ways customers can get assistance
o Option to sign into your account
o Search Bar
o “My Favorites” and “My Bag”
o Department categories include Hot List, New, Clothing, Dresses, Shoes, Beauty, Accessories, Designers, and Sale
Footer:
o Newsletter sign up
o Survey option
o Ways to download the REVOLVE application
o Customer Care links
o General information links
o FWRD advertisement for 10% off a first purchase
o Links to Revolve’s social media accounts of Instagram, Facebook, Snapchat, Twitter, Pinterest, and YouTube
Summary: It’s easy to navigate the website to find what you want. Some of the edits are for the fall season, when it’s about to be summer, so the brand should consistently update their edits if that’s how they encourage customers to buy more. “The Dress Shop” invites customers to shop from their new and in season dresses. Within the homepage
carousals, the images feature the Instagram handle of the brand or person featured which creates customer curiosity amongst the brands that Revolve’s sells.
Each header has a drop down bar of more specific product categories (ex: Activewear, Denim, Jackets & Coats, etc. under the “Clothing” tab)
Under the general Clothing tab, you can browse through 36,791 items
o Options to sort your viewing by featured, newest, most popular, price: low to high, price: high to low, designer, and category
o Customers can choose to view 100 or 500 items at a time
o You can specify the clothes you view by either choosing categories on the side tab or through drop down lists of designer, size, color, and price
The Clothing, Dresses, Shoes, and Accessories department landing pages directly takes you to products where the default sorting of the products is by “Featured”
On the Beauty landing page, there’s a clickable carousal displaying adverts for best sellers, SPF, and a clean beauty edit
o followed by the top 5 products in New Arrivals and Best Sellers
o A horizontal view of three edits to shop from: Clean Beauty, Supergoop, and Hair products
o Top 5 products shown under the “No Makeup Makeup” header
o Clickable carousal of three pictures at a time of REVOLVE Beauty’s Instagram posts about beauty, where you can click on the picture and shop the product
The landing pages of general clothing items appeal to customers as the first products displayed are “featured” products that align with the target customer’s aesthetic in a mix of categories
o The edits and collections displayed on the Beauty page really appeal to the consumer as skincare can sometimes be overwhelming and the product collections help customers in their decision and makes them view more products that align with their values (i.e., clean beauty products)
Summary: Each department page features a lot of products and could be overwhelming for customers who don’t exactly know what they’re looking for. As the Beauty page features headlines of edits, new arrivals, and best sellers, this would be a good idea to do on each department page to encourage customers to shop from newer and more products if they have a vision created for them.
Marketing Sale Advertisements:
o Pop up advert for a “Summer Sale” of 20% off sitewide with a promotional code
o Banner heading advertises the Summer Sale
o Home page displays a banner to shop the general sale page that shows sales up to 65% off Promotional Advertisements:
o In the footer of the website, a banner advertises REVOLVE’s luxury store, FWRD, and 10% off a first purchase with a promotional code
o In the side bars on some pages, the FWRD first purchase discount is shown
o When viewing the designer page, FWRD brands/designers are suggested to encourage users to go to the website
Graphics:
o Style edits and collections encourage customers to shop more from what themes and styles are trending now
o Images used in edits and carousals feature the Instagram handle of the person who posted it or is featured in it
Services:
o Online chat box, phone number and email to get customer service
o Option to track your order
o Free shipping on orders of 70 GBP or more
o Free returns Customer Education:
o Customers can learn about Revolve from the ‘About Us’ link in the footer
o Can learn about the brand of the item you are looking at from the full view of the item
o Links to Revolve’s social media accounts of Instagram, Facebook, Snapchat, Twitter, Pinterest, and YouTube
Summary: Revolve does a good job of using edits and collections to encourage buying. The current sale that ends on May 13th is sitewide, driving traffic to the site during a limited period of time. Style edits and style suggestions on item pages are good marketing tactics for customers to shop more than one item.
Merchandise Presentation all merchandise is shown in front of a plain white backdrop, and have a scroll over second view of the item
o Clothing product is shown on models
o Shoes and accessories are freestanding, while hats are presented on models
§ Scroll over displays another side/view of the product
Product Categories are organized by style and occasion
Summary: REVOLVE uses a clean, white design of the website to pull focus to the clothes and models. Clothing and hats are displayed on models, while shoes and other accessories are displayed freestanding with no model. Clothing is displayed with accessories that you can shop from the “Complete the Look” section of the product page and style suggestions. This encourages customers to picture the outfit that they want to wear and encourage them to buy the styled items.
Sizes offered includes XXS XL, which is equivalent to 00 16 in US sizes and offers shoe sizes from 5 10 in US sizes
Pricing strategy is in 00s prices
Product count on each page
o New: 541
o Clothing: 36,791
o Dresses: 9,107
o Shoes: 3,175
o Beauty:
§ Makeup: 1,521
§ Hair: 783
§ Skincare: 2,172
o Accessories: 2,307
o Sale: 16,891
Product Description
o Under the first view of the item, the name of the item is the largest font size in bold, followed by a thin font of the designer/brand, and then a bold font of the price
o Quick View allows you to stay on the general product page while looking at a slightly larger view and a carousal of images, where customers can see the price, available sizes, the color and other colorways, style suggestions to “Complete the Look”, and a “Fit Predictor” to help calculate your size
o From quick view you can choose to view full details, where customers can see a zoomed in view of the product, info about the model wearing the product, estimated delivery times, “complete the look”, product description, size & fit of the product, information about the brand, style suggestions, and social media links to post or send the item
Customers can “heart” items and it will end up in their “My Favorites” list
Summary: REVOLVE has a large inventory of products to search through. Sometimes it’s difficult to search for items if you don’t have a specific idea in mind as there is so much to shop through, customers could get frustrated. Although it is easy to search for items that you are specifically looking for as there are multiple ways to filter a search, or even use the search bar If the customer has a REVOLVE account, they can save items to their favorites list and use the quick view feature, for a seamless and easy shopping experience without being taken to new pages everytime the customer wants to view the item and then other products. Some sizes are sold out, but customers can sign up to receive notifications for when their size in back in stock, or they can directly contact the designer. This is great for customer retention and loyalty if it’s a seamless transaction from beginning to end in the online customer journey.
Best Sellers (Based on REVOLVE’s Best Sellers page and organized by most popular)
Dresses (Formal/Evening & Casual/Cocktail) Denim Sneakers Sunscreen
Worst Sellers (Based on EDITED data from the highest discounted items within the last 3 months, but still in stock)
Jackets & Coats Loungewear Knitwear Winter Accessories
fashion)
UK: 995 US: 1,094
UK: Core: 260 Fashion: 678 High Fashion: 57 US: Core: 485 Fashion: 590 High Fashion: 19
UK: 40 US: 17.20 UK: 234. 62 US: 171.07 UK: 1,971 US: 2,170
Coats UK: 508 US: 522
UK: Core: 82 Fashion: 390 High Fashion: 36 US: Core: 135 Fashion: 365 High Fashion: 22
UK: 36 US: 28.67 UK: 290.80 US: 229.20 UK: 2,617 US: 1,515.89
UK: 1,243 US: 1,122 UK: Core: 286 Fashion: 922 High Fashion: 35 US: Core: 429 Fashion: 685 High Fashion: 8
UK: 23 US: 16.34 UK: 131.23 US: 100.25 UK: 921.99 US: 483.45
UK: 7,554 US: 7,955 UK: Core: 1,498 Fashion: 6,024 High Fashion: 32 US: Core: 2,775 Fashion: 5,155 High Fashion: 25
UK:15 US: 8.99 UK: 99 US: 76.92 UK: 921 US: 743.85
UK: 2,165 US: 2,233 UK: Core: 446 Fashion: 1,536 High Fashion: 183 US: Core: 806 Fashion: 1,330 High Fashion: 97
UK: 20 US: 14.71 UK: 132.17 US: 96.69 UK: 1,298.99 US: 1,046.29
UK: 6,220 US: 6,805 UK: Core: 1,094 Fashion: 4,889 High Fashion: 237 US: Core: 2,396 Fashion: 4,308 High Fashion: 101
UK: 15 US: 8.17 UK: 144.28 US: 104.48 UK: 1,841.99 US: 1,462.55
UK: 4,380 US: 4,301 UK: Core: 764 Fashion: 3,580 High Fashion: 36 US: Core: 1,476
UK: 11 US: 8.17 UK: 91 US: 71.76 UK: 1,069 US: 849.09
5
Fashion: 2,811 High Fashion: 14
UK: 1,899 US: 2,006 UK: Core: 450 Fashion: 1,386 High Fashion: 63 US: Core: 744 Fashion: 1,242 High Fashion: 20
UK: 10,090 US: 10,332
UK: Core: 1,880 Fashion: 8,100 High Fashion: 110 US: Core: 3,118 Fashion: 7,177 High Fashion: 37
UK: 22 US: 12.26
UK: 158.30 US: 121.34 UK: 920 US: 733.36
UK: 22 US: 15.53 UK: 207.70 US: 162.17 UK: 2,878 US: 2,294.32
UK: 2,701 US: 2,825 UK: Core: 806 Fashion: 1,831 High Fashion: 64 US: Core: 1,232 Fashion: 1,580 High Fashion: 13
UK: 20 US: 14.71 UK: 142.74 US: 110.59 UK: 1,226.99 US: 975.03
UK: 8,199 US: 7,740 UK: Core: 2,379 Fashion: 5,713 High Fashion: 107 US:
Core: 2,817 Fashion: 4,873 High Fashion: 50
UK: 3 US: 1.63 UK: 132.92 US: 107.35 UK: 2,836.99 US: 2,344.31
*On open ended questions, responses were collated in a word cloud. The larger the word, the more times it was a response
Male: 15.38% (4)
Female: 84.62% (22)
18 24: 100% (26)
UK: 42.31% (11)
Within the EU: 3.85% (1) North America: 53.85% (14)
In store: 42.31% (11) Online: 15.38% (4) Both: 38.46% (10) Neither: 3.85% (1)
Sustainability Mean: 6.08 Std. Dev: 2.45 Marketing Approach Mean: 5.23 - Std. Dev: 2.59 Technology Innovativeness Mean: 4.38 Std. Dev: 2.54
Quality & Reputation 53.85% at #1 Mean: 1.62
Price - 46.15% at #2 Mean: 2.35
Sustainability 30.77% at #3, 26.92% at #5 Mean: 3.81
Customer Service 34.62% at #4 Mean: 4.12
Social Media 26.92% at #6 Mean: 4.85 Multi Channel Shopping 26.92% at #5 and #6 Mean: 4.77
Offline Advertisements 65.38% at #7 Mean: 6.50
Yes: 38.46% (10) No: 50% (13)
I plan to in the future: 11.54% (3)
option (42.31%), 15 chose ‘None of the Above’ (57.69%), of those 11…
Apparel: 45.45% (5)
Footwear: 36.36% (4)
Bags, not second hand: 9.09% (1) Accessories: 27.27% (3) Jewelry: 36.36% (4) Home: Kids wear: Pre loved: Beauty: 9.09% (1)
12 Respondents chose at least 1 option (46.15%), 14 chose ‘None of the Above’ (53.85%), of those 12
Conscious products: 41.67% (5) Pre Owned: 91.67% (5) Donation Service: 16.67% (2) Repair Service: 33.33% (4) Fashion Footprint Tool: 8.33% (1)
Yes: 38.46% (10)
No: 53.85% (14) I plan to in the future: 7.69% (2)
9 Respondents chose at least 1 option (34.61%), 17 chose ‘None of the Above’ (65.38%%), of those 9…
Apparel: 88.89% (8)
Footwear: 33.33% (3) Bags: 22.22% (2) Accessories: 22.22% (2)
Jewelry: 11.11% (1) Beauty: 11.11% (1)
6 Respondents chose at least 1 option (23.08%), 20 chose ‘None of the Above’ (76.92%), of those 6…
‘Sustainable’ products: 66.67% (4) Recyclable Packaging: 33.33% (2) Paperless receipts/returns: 33.33% (2) Eco-conscious brands: 33.33% (2)
17 Respondents chose at least 1 option (65.38%%), 9 chose ‘None of the Above’ (34.62%), of those 17
Ambassadors: 70.59% (12)
Social Media: 94.12% (16) Events: 76.47% (13) Pop up Stores: 41.18% (7) Newsletters: 23.53% (4) Partnerships/Collaborations: 58.82% (10)
More Innovative Farfetch: 46.15% (12) Revolve: 53.85% (14)
Better Marketing Approach - Farfetch: 42.31% (11) - Revolve: 57.69% (15)
More Sustainable Farfetch: 73.08% (19) Revolve: 26.92% (7)
Better Product Offerings
Farfetch: 69.23% (18) Revolve: 30.77% (8)
Better Price for Quality Farfetch: 61.54% (16) Revolve: 38.46% (10)
