The Retailer That’s Obsessed With AI
4/1/202622 min
For years, Revolve was fashion retail’s byword for influencer marketing, particularly around its over-the-top Coachella event. But as the Instagram aesthetic matures and the cost of human-led marketing rises, the company is pivoting. The new mandate? To become as much an AI powerhouse as it is a party-hosting fashion giant.
In a recent conversation with Retail Editor Cathaleen Chen, Revolve founders Michael Mente and Mike Karanikolas argued that AI isn't just a buzzword for the board; it’s the engine that will sustain their multi-billion dollar dominance.
Chen joined The Debrief to talk about how Revolve is pushing the limits of how AI can be used in retail, and whether its strategy is working.
Key Insights:
- Revolve was founded by software engineers who viewed fashion as an e-commerce "white space,” setting it apart from rivals that invested in new technologies only after establishing themselves in the marketplace. "While Revolve looks like a Shopbop or a Net-a-Porter... Revolve is actually built like a data science company." said retail editor Cathaleen Chen.
- Revolve differentiates itself by building its own tools where possible, rather than buying off-the-shelf software, including the product search on its website. Using AI, Revolve has moved beyond literal keyword matching to a system that understands the vibe or occasion a customer is shopping for. By analyzing image attributes, the site can surface the perfect "party dress" even if that specific tag doesn't exist, explains Chen. "What their AI tool is able to do is pull up anything that is sequined... or textured... it is anticipating the desire."
- Revolve fosters a "bottom-up" environment where every employee is encouraged to experiment with AI. They aren't just looking for "moonshots"; they value any application that moves the needle even slightly. "Eeven if something improves efficiency or output by just 1%, that's considered a success,” said Chen.
Additional Resources:
Why Revolve Can’t Stop Talking About AI | BoF
Why Fashion Doesn’t Talk About How It Uses AI | BoF
Why Revolve Is Embracing Brick-and-Mortar | BoF
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Clips
Transcript preview
First 90 secondsSpeaker 00:00
I always think spring is the perfect excuse to dress a little softer and a little bit more romantically and apparently Macy's fashion experts are saying that pastel dream is the trend to know right now. What I love about it, it's not really going like full head to toe pastel it's more about those softer details that make an outfit feel fresh and a bit elevated. Think delicate florals, lace, ruffles, and sheer layers alongside flowy dresses or tailored pieces in lighter tones. It feels polished, pretty, and very spring, but still easy to make your own and you'll find it all at Macy's.
Brian Baskin· Host0:36
[upbeat music] Hello, and welcome to The Debrief from the Business of Fashion, where each week we delve into our most popular BOF professional stories with the correspondents who created them. I'm Executive Editor Brian Baskin.
Sheena Butler-Young· Host0:57
And I'm Senior Correspondent Sheena Butler-Young. We talk a lot on The Debrief about AI, but for much of fashion, artificial intelligence has been approached with cautious exploration, excitement, but with a healthy dose of skepticism. Then there's Revolve.
Brian Baskin· Host1:11
Yeah, I used to think we talked a lot about AI, and then I listened to Revolve's last earnings call, where AI was mentioned 29 times. And just to put that in perspective, on Apple's last call, and just to remind you, Apple is a tech company, Revolve is a fashion retailer, uh, for those who don't know.