Upstart clothing brand Revolve is partnering with Postmates to turn Coachella music festival into a live action shopping experience for its brand fans.
Items featured on the company's Snapchat and Instagram feed during the festival will be available to consumers in six cities (Dallas, Los Angeles, Palm Springs, New York City and San Francisco) in an hour or less via Postmates — all for the cost of the item, plus a $3.99 delivery fee, provided fashionistas order between 10 a.m. to 6 p.m. local time.
To make those fashion items extra desirable, Revolve has already lined up its stable of influences to wear the right threads at the right time. That VIP list includes fashion bloggers Julie Sariñana, Negin Mirsalehi and Kristina Bazan. Revolve’s Snapchat story feed will feature the name of the influencer in the caption of each snap.
When a shopper sees that which they can not live with out, they can travel forth to the Festival shop to complete the transaction (Snapchat doesn't allow direct commerce on its site as of yet).
“It’s really about real people, social influencers doing real-life things that our customers would do and being able to shop immediately,” Revolve co-founder Michael Mente told Internet Retailer. “With Amazon upping the stakes for service levels, we see the customer being trained as well, and this is our way of upping the service level.”
Co-founder Mike Karanikolas says Revolve can’t directly track which sales come from Instagram and Snapchat, but can gauge when and if the traffic is spiking in apparent relation to the campaign.
“We find that when we feature a product, sales spike for the product,” Karanikolas says. “Snapchat has changed over the past few years. It’s ephemeral, but stories last for 24 hours. For our customer, that’s a very shoppable format. Our customers come to our website every day. They see what’s new. Snapchat very much fits into that nature of how our customer shops.”