From Silicon Valley to Fashion's Frontlines
Divya Chowdary Mathur's Journey
By Pooja Shah
In the heart of tech-centric Silicon Valley, where startups and coding reigned supreme, young Divya Chowdary Mathur dreamed of sequins and silhouettes. With an entrepreneur father and a venture capitalist mother, Mathur seemed destined for the world of bytes and algorithms. Instead, she chose the path of haute couture and retail revolution.
Fast forward to today, and Mathur boasts an impressive 18-year career that's seen her navigate the ever-evolving landscape of fashion retail. Her journey began in the bustling streets of New York, where she worked as an associate buyer at the iconic Saks Fifth Avenue. Little did she know, this was just the first stitch in a tapestry of roles that would span the breadth of the fashion industry.
As Mathur climbed the career ladder, she found herself at the intersection of fashion and technology. Remember the days when people scoffed at the idea of buying luxury handbags online? Mathur was there, pioneering e-commerce strategies when the digital fashion frontier was still a wild, untamed territory. Her roles read like a who's who of fashion powerhouses: Senior Director of Global E-commerce, Buying and Site Merchandising for Michael Kors, Head of U.S. Merchandising for Yoox, and INTERMIX’S Chief Merchandising Officer.
"I love building teams and working in chaos and with no structure, because there's so much potential."
It's this embrace of the unknown, coupled with her knack for relationship-building, that has propelled her to the forefront of fashion's digital revolution.
Today, Mathur holds court as the Chief Merchandising Office and fashion director at Revolve Group, a California-based fashion e-tailer that's become synonymous with influencer culture and cutting-edge style. Founded in 2003, Revolve has grown into a veritable fashion empire, offering everything from apparel and accessories to beauty and home products.
At Revolve, Mathur's playground is vast and varied. "We have a huge platform and have the ability to amplify our brands through our reach," she explains. "We are always trying to do outreach and work to find unique ways to collaborate with interesting products and brands so consumers can experience it themselves."
But Mathur's vision extends far beyond the traditional buy-and-sell model. In her eyes, the future of fashion lies in collaboration – not just within the industry, but across different verticals.
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"Music and sports are big opportunities," she adds. "For instance, Formula 1 is a big opportunity where we can merge worlds and gauge what the fashion angle is for our customers."
This cross-pollination of ideas is where Mathur truly shines. She and her team at Revolve are constantly on the lookout for fresh brand partnerships that can elevate the brand while speaking to their customer base. From luxury car manufacturers to pop culture phenomena, no collaboration is off-limits if it resonates with their audience.
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​Despite the global nature of these partnerships, Mathur and her team have mastered the art of swift execution. "We are an extremely cross functional team where Buying, Merchandising and Marketing have to work in sync to deliver an exceptional end result for the customer.” " she explains. This streamlined approach allows them to quickly assess the viability of potential collaborations.
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​When it comes to evaluating partnership ideas, Mathur's approach is both open-minded and strategic. "We evaluate all ideas," she says. "We have a brilliant brand marketing team who are constantly presenting and pitching ideas. Then thinking through what the product angle is, and how we communicate that across our channels is integral to the customer experience. Our barometer for approving something is whether it targets our customers and if it's an affiliation that will elevate our brand."
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The results speak for themselves. Revolve has partnered with luxury giants like Porsche and collaborated with A-list celebrities such as Kendall Jenner. As Mathur puts it,
"We think big and go beyond single partnerships."
However, Mathur is quick to point out that not all that glitters is gold in the world of fashion collaborations. Lack of professionalism, aggressive pitches, and partnerships that feel unbalanced are quick ways to end up in the reject pile. Similarly, disorganization and poor coordination are surefire ways to ensure a brand won't make it to Revolve's roster.
For those looking to catch Mathur's eye with a brilliant collaboration idea, email is the way to go. She promises to personally review each pitch and, if it's not a fit for her team, pass it along to the appropriate contact. But be warned: patience is key in this fast-paced industry. As Mathur advises, "Be patient. If something is not a fit, please respect that and avoid multiple follow-ups."
In an industry that's constantly reinventing itself, Mathur stands as a beacon of innovation and collaboration. From the early days of e-commerce to today's influencer-driven market, she's not just kept pace with the changes – she's helped drive them. As fashion continues to evolve, one thing is certain: wherever the industry goes next, you can bet Mathur will be there.
How to approach the Revolve team?
The Revolve team prioritizes innovation, cross-industry collaboration, and partnerships that resonate with their target audience. To get their attention, it's essential to show a deep understanding of their customer base and explain how your idea can enhance their brand.
Structure Creates Clarity
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Disorganization and poor coordination are immediate turn-offs for the team, so presenting a well-structured, professionally communicated pitch is essential.
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Making Contact
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For Mathur, the best way to contact her for work requests is through LinkedIn for professional networking. ​
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Be mindful of Divya's time by refraining from frequent follow-ups if you don't get an immediate reply. She prefers that collaborators to keep a friendly and patient attitude throughout the process to ensure a positive experience for everyone involved.