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This statistic highlight Revolve Group’s Total Number of Customers, reported on a quarterly basis from 2018 onwards.
Who is an active customer?
An Active Customer is a distinctive consumer account from which a purchase was made on the company’s platform at least once in the preceding 12-month period. The company calculates the number of active customers on a trailing 12-month basis given the volatility that can be observed when calculating it on the basis of shorter periods that may not be reflective of longer-term trends. However, such a methodology may not be indicative of other short-term trends, such as changes in new customers.
In any particular period, the company determines their number of active customers by counting the total number of customers who have made at least one purchase in the last 12-months, measured from the last date of such period. The company views the number of active customers as a key indicator of their growth, the reach of their sites, the value proposition and consumer awareness of their brand, the continued use of their sites by their customers and their desire to purchase their products. The company believes that the number of active customers is a measure that is useful to investors and management in understanding their growth, brand awareness and market opportunity. Their number of active customers drives both net sales and their appeal to vendors.
|Category||Q2 2020||Q3 2020||Q4 2020||Q1 2021||Q2 2021||Q3 2021|
(All figures are in millions)
According to the data given, the total number of customers has increased from 1.53 million in Q2 2020 to 1.68 million in Q3 2021, marking an overall percentage increase of 9%. The total number of customers has increased from 1.50 million in Q3 2020 to 1.68 million in Q3 2021, marking an annual percentage growth of 12%. The total number of customers has increased from 1.55 million in Q2 2021 to 1.68 million in Q3 2021, marking a percentage growth of 8% on a quarter-on-quarter basis.
Now, the total number of customers can be seen decreasing from 1.53 million in Q2 2020 to 1.50 million in Q3 2020, marking a percentage decrease of 2%. Further, the total number of customers again decreased from 1.50 million in Q3 2020 to 1.47 in Q4 2020, marking a percentage decrease of 2%. However, from here on, the total number of customers increased from 1.47 in Q4 2020 to 1.48 million in Q1 2021, marking a percentage growth of 0.3%. Again, the total number of customers can be seen increasing from 1.48 million in Q1 2021 to 1.55 million in Q2 2021, marking a percentage growth of 5.2%. Quarterly, it witnessed a rise of 8%, from 1.55 million in Q2 2021 to 1.68 million in Q3 2021.
Thus, it can be observed that the quarterly growth of Revolve Group’s total number of customers from Q2 2020 to the latest quarter of 2021 has first decreased and then increased at an increasing rate.
The active customers decreased in 2020 primarily due to decreased consumer demand for their products as a result of the COVID-19 pandemic. Active customers grew during 2021, in comparison to 2020, due to their ability to engage with their existing customers and acquire new customers through their sales and marketing efforts, and also due to the easing of stay-at-home orders and other restrictions in certain states and countries, along with the accelerated rollout of vaccinations.
Revolve Group Inc. headquartered in Los Angeles County, California, is an online fashion retail for Generation Z as well as millennial consumers. They deliver an aspirational customer experience from huge merchandise offerings. The platform ensures a connection between the customers and fashion influencers, with over 1000 brands. A mix of third-party and owned brands are sold on the company’s platform. They have more than 70,000 apparel, footwear, and accessories.
They provide their consumers with good content and on-trend fashion through a continuous investment of 20 years in technology, data analytics, merchandising strategy, and innovative marketing. They have launched more than 1,300 new styles and customer attributes to create an asset of millions of data points, mainly focusing on the development of sophisticated inventory management, with trend forecasting and pricing algorithms. Their innovation-based marketing competencies are enabling a powerful brand strategy and further driving consumer demand with a portfolio of 30 brands, each with unique attributes and marketing investments. The common stock of Revolve Group is listed on the NYSE under the ticker symbol “RVLV”.
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