Live Events Are Back. How Big Should Brands Go? | BoF Professional, News & Analysis
Soo Youn Lee, a Los Angeles-based creator and model, was among the 165 influencers invited to Revolve Farmer’s Market, a three-day event held at the end of March in Los Angeles. The online fashion retailer’s first major in-person brand event since the pandemic began a year ago, the outdoor market with 15 booths featured 50 Revolve-approved brands, including private labels like Lovers & Friends and LPA, with a focus on Black and women-owned labels. Each stall — plus 75,000 flowers Revolve had planted for the activation — was designed to be a perfect Instagram backdrop.
“Obviously the last year has been all Instagram Live, and we saw great success with that, but it just doesn’t have the exact same kind of brand reach as we did with our [live] events that we obviously have become known for,” said Revolve chief brand officer Raissa Gerona.
#RevolveInBloom, the activation’s hashtag, generated more