US premium fashion e-tailer Revolve Clothing has debuted its first permanent showroom on LA's Melrose Avenue – a space that's being fully customised to individual (VIP) consumers' needs thanks to insights from their own big data.
Dubbed Social Club, the three-storey 3,500 sq ft space runs on an invite-only basis – currently extending to approximately 200 VIPs including the e-tailer's top consumers, brand ambassadors, fashion stylists and select social media influencers.
By using data-driven merchandising algorithms (based on insights from consumers' purchase histories) an on-site team of stylists personalise the space for each 3-4 hour appointment, during which guests are offered complimentary lunch and drinks, and can enjoy the showroom's rooftop, which boasts 360 degree views of the city.
In terms of exclusive product previews and pop-up collaborations the space will largely serve as a physical mirror for its e-commerce site, with launches appearing in both places on the same day. The first being a mini-takeover from US clothing label For Love & Lemons (on April 7 2016). The showroom will also host events including music performances (see Music Meets Retail) and styling sessions (all members-only).
According to Mike Karanikolas, co-founder and co-CEO of Revolve, the concept has been devised with a Gen Y audience most clearly in mind: "Millennial customers value experiences, intimate relationships, and authenticity, and our data gives us a unique opportunity to provide that to our most valuable customers."