Similarly, if an influencer is gifted products from a brand or retailer ( even if the brand/retailer does not explicitly require or pay for endorsement in exchange) and the influencer does, in fact, post a photo or video that depicts the product, that connection must also be disclosed. #Ad and #Sponsored are common examples of such disclosure language. #RevolveAroundTheFTCįor the uninitiated, the Federal Trade Commission (“FTC”) has long required advertisers and promoting parties, alike, to disclose material connections so that consumers can make purchasing decisions accordingly – and such guidelines extend to the web and social media, alike. This means that if a brand or retailer compensates an influencer to post about it or its products online, or to tag its products on Instagram, for example, that must be clearly indicated. federal law, requiring the “clear and conspicuous” identification of the relationships or material connections that go on behind the scenes. This gives rise to something worth examining: The majority of the influencer-posted Instagram content promoting Revolve lacks the disclosures that are mandated by U.S. And based on projections that Revolve was on track to surpass $1 billion in retail sales, that means that content creators could be responsible for up to $700 million of ’s revenue.” In its October 2018 IPO filing, Revolve revealed that it has “built a community of over 2,500 influencers and brand partners, including many of the most influential social media celebrities in the world, whom we track and manage using our proprietary internal technology platform.” As WWD reported in October, up to “70 percent of current overall sales at are driven by an influencer. Raissa Gerona’s Instagram account is jam-packed full of imagery of her dining alongside Chiara Ferragni in Milan, partying at the Ritz Paris with Julie Sarinana and Negin Mirsalehi, frolicking in front of the Eiffel Tower with Belen Hostalet, or at Coachella with Kaia Gerber, on a beach in Spain with Chriselle Lim and Camila Coelho, and sitting poolside in the Hamptons amongst a bevy of influencers, whose collective follower count tops 30 million.Īs Revolve’s vice president of brand marketing and strategic partnerships, Gerona’s job includes, at least in part, forming close-knit bonds between the rapidly growing e-commerce site and the fashion industry’s most highly-followed influencers. In short: She is tasked with ensuring a constant stream of Instagram endorsements for the e-commerce retailer from the industry’s most famous influencers, who, in most photos are wearing – and tagging – garments stocked and immediately shoppable on Revolve’s site and those of its stable of (not necessarily obvious) in-house brands, including Lovers + Friends, Tularosa, NBD, Raye, Privacy Please, L’Academie, Grlfrnd Denim, Majorelle, and h:ours.įor Revolve – which was founded in 2003 by Michael Karanikolas and Michael Mente – influencer marketing is huge business.
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