Girls with a Passion for online fashion transactions– Fashion Nova
How a relatively unknown fashion brand became the most searched key word on Google.
Fashion Nova, having over 30 million followers on Instagram, independent of the traditional powers that be. In 2017, according to Google, Fashion Nova was one of the most searched fashion brands alongside Gucci, Louis Vuitton, Supreme and Chanel. And the company landed in the fourth-place slot without a runway show, placements in magazines, traditional marketing campaigns or forced SEO tactics.
The e-retailer, targeting 18-25 year old women, makes plus sizes and ultra curvy bodies look fabulous and sexy – with its hiphop Bronx /LA vibe aesthetic , it’s become a worldwide online retail phenomenon focusing on a category that was previously not exploited; Think of Yeezy season 6 mixed with body hugging copies from Missoni, Moschino and Kim K’s closet all under 50$ , so maybe not eco friendly but serious value for the dollar.
Their headquarters are based in Los Angeles, California with five local retail locations in Southern California. Richard Saghain, FashioNova’s CEO, stated he continues to push the brand forward by focusing on product and entertainment rather than revenue. “A lot of my competitors have teams that work on a budget all day and are obsessed with profit margins. I don’t want to focus on that right now. I believe that as long as we focus on giving the best product at the best price, and getting it to the customer fast, we will continue to grow. Right now, the focus is getting as many people onto the platform as possible”- Saghain interview with WWD.
Fashion Nova’s social reputation proceeds them and allows the company to have a ramped viral customer base. They work with over 4,000 influencers to promote their products via Instagram and shoot out posts every 30 min. Pop-culture influencers representing the platform include curvy celeb babes of the moment like the Kardashians, Nicki Minaj, Cardi B., Kylie Jenner, Amber Rose, Blac Chyna, and Iggy Azeala.
Saghain makes the claim “before, people were looking for fashion trends on the runway, but I think the runway is kind of dying. People are going to their feed, and they want to buy what is on our feed and what is on our 3,000 influencers’ feed. We’re giving them what they want.”
‘Saghian eventually went live with fashionnova.com in 2013 and sold out of everything over the course of a weekend. As Fashion Nova made more money, Saghian worked with celebrities who he pays to wear and advertise the brand on Instagram. Cardi B has previously said Fashion Nova offers her $20,000 a month to wear the label and post about it to her 19 million followers, and Saghian has told New York Magazine’s The Cut that a post from Kylie Jenner, who started working with the brand in 2016, can translate to $50,000 in sales.’ -WWD
Since Fashion Nova customers post their favorite outfits under the hashtag #NovaBabes the company releases about 600 new items every week. Saghain says “It’s important to have a lot of styles because our customers post so much online. We don’t want girls showing up to the club in the same outfit, We need 50 different denim jackets. Not just one.”
Indeed, affordable prices combined with the celebrity endorsements make for a great set up where customers feel comfortable purchasing items from Fashion Nova. Fusing Ethos with cooperative economics has benefitted the company in many ways. With the company headed in such a positive direction, there can only be great things to be expected from Fashion Nova. Be on the lookout for the upcoming line sponsored by Cardi B. Fall 2018. Until then #NovaBabes
[girls with a] passion for fashion…nova
Online Fashion Transactions [fashion nova *tells all* or something to that extent]
Article by : Yanie Durocher
Article Inspired by: Kam W