The Revolve Group launched its newest venture this week: an e-commerce site called Superdown, which caters explicitly to Gen Z.
While Revolve.com has long been a favorite of millennials seeking the latest in festival wear or wedding attire, the company’s new site will hone in on younger consumers who are looking for a trend-forward, affordable curation of fast fashion styles and brands.
“Superdown is a powerful opportunity to further develop our relationship with the Gen Z consumer by creating an exciting new destination centered around making aspirational style more affordable and accessible,” said Michael Mente, co-CEO and co-founder of the Revolve Group.
In a statement released this week, the Revolve Group said the addition of Superdown to its portfolio would deepen engagement by providing an expanded range of price points and product categories. The site’s collection of casual clothing, shoes and accessories is competitively priced at mostly under $100—a departure from Revolve.com, with many offerings that range from hundreds to thousands of dollars. Denim is a pricier exception for Superdown, ranging up to $200 for brands like Free People and Agolde.
Superdown will offer a selection of in-house labels along with boutique brands like J.O.A., BB Dakota, MinkPink, Amuse Society and Vanessa Mooney. Brands featured on the site boast a robust social media presence, with feeds filled with Insta-famous youths. The Superdown brand’s ethos appears to be built upon the idea of social engagement, and features a Shop the Feed page that allows consumers to purchase directly from the ensembles that inspired them on social media.
With a heavily stacked roster of social media stars already on board to support Superdown, the brand says that consumers can expect to see exclusive influencer collabs on the site later this year. The extensive list of supporters includes Olivia Pierson, Draya Michele, Chantel Jeffries and Cindy Kimberly. Superdown’s focus on partnerships portends a marketing strategy that will rely heavily on platforms like Instagram, which unveiled in-app checkout capabilities earlier this month.
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In offering fast fashion options at a lower price point than Revolve.com, Superdown seems to be promoting attainability over the aspirational quality that was so carefully cultivated with the original business. Underscoring that notion is the site’s offer of two-day shipping on orders over $50, along with free returns for 30 days. Superdown also offers a price-matching promise up to 30 days after a purchase is fulfilled.
Mente noted that Superdown’s goal is to offer consumers access to a “curated, on-trend wardrobe…no matter their budget.”