That's when the first influencers emerged

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The Homegrown approach involves building your own influencer channel, with one or more influencers, and taking control of the channel yourself. This long-term approach can be supplemented occasionally with short-term campaigns with selected influencers for additional reach. The Homegrown approach is an investment. You build your own channel. Collaborations with influencers, on the other hand, are expenses, resulting in a short-lived peak.

The traditional retail chain Macy's has a carefully cultivated brand reputation . The iconic brand has begun using internal influencers , focusing on apparel and beauty. In addition, they use advertising campaigns and personalized emails, among other things.

Homegrown can also be a valuable approach for companies looking to reach potential new prospects. This separate, parallel channel allows you to promote the same product in a different way.

Making history with an influencer IPO
From a consumer standpoint we are a fashion company, from an operational standpoint we are a tech company.

Another example comes from Revolve , an e-commerce fashion platform founded by telegram data data specialists with no knowledge of fashion. Approximately $650 to $700 million in revenue is attributable to influencer marketing. Revolve existed before the rise of influencers. The founders analyzed the buying habits of young women. They leveraged their insights about millennials, particularly their ability to stay ahead of trends. So, they know not only what their customers like to see and buy, but also what the next fashion trends will be.

They knew Revolve's reputation as a fashion platform and quickly found them. Revolve immediately and successfully harnessed the power of social media. In short, a data-driven backend with a savvy social media identity from the start.

Screenshot of a YouTube video about Resolve
Image source: YouTube Bloomberg – Revolve founders IPO interview

To further expand Revolve's influencer network and attract potential new brand ambassadors, Revolve began investing in wild, exclusive parties. Revolve owns 18 brands, works with 100 fashion experts, and hosts a rotating selection of products from its own influencer base (approximately 2,500).

The influencers aren't trained by Revolve. Revolve is a "marriage of data, consumers, and designers," as Inc. puts it . Data analysis ensures spot-on fashion, tailored to the expectations of millennials and Gen Z. Or, as Revolve itself puts it: "Customers want a piece of our lifestyle."