When Divya Mathur’s team puts a brand no one has heard of on REVOLVE, it sells through at roughly 90 percent full price.
In a crowded marketplace where the conventional response is to spend louder—bigger campaigns, more influencers, more reach—Mathur’s results suggest the opposite: In an attention economy oversupplied with everything, the scarce asset isn’t reach. It’s trust. As chief merchandising officer and fashion director at REVOLVE, Mathur serves as what she calls “a gatekeeper to the consumer,” helping determine which brands earn a place in front of millions of women shoppers.
Mathur’s path to helping steer one of fashion’s most powerful retail engines was built across nearly two decades in buying and merchandising, from Gap’s training program to Saks Fifth Avenue, Michael Kors, Shopbop and INTERMIX. A self-described “right-brain/left-brain kid,” she approaches merchandising as equal parts art and science—combining data, intuition and cultural fluency to understand not only who her customer is, but how she spends her time, what she values and what she will want next.
Raised between Silicon Valley’s first wave of Indian tech immigration and summers spent with family in India, Mathur learned early to navigate seemingly opposite worlds.
In an industry where women are often the consumers but less often the executives making the decisions, Mathur’s ability to synthesize analytics, instinct and cultural nuance has become its own competitive advantage.
"I'm always asking my team, 'where is she [the consumer] wearing it?' If they can't answer in one second, it doesn't make the cut. Doesn't matter how pretty it is. If you can't immediately picture the woman who loves this and exactly where she's wearing it, the product isn't differentiated enough."
(This piece is part of an ongoing series, “Redefining Power: How Indian American Women Are Rewriting the Rules of Leadership, Identity and Care.” The series explores what it means to modernize without losing our roots—through candid conversations with Indian American women reshaping culture, power and possibility. Have a story to share or want to be interviewed? Reach the series author Jaime Patel at redefiningpower@msmagazine.com.)
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