Cardi B, Kylie Jenner, Khole Kardashian and Amber Rose are just a few of the celebrities endorsing the retail giant Fashion Nova. Their Instagram posts flaunting the brand’s gear gain instant likes in the millions, causing fans to flock to the buy button to purchase the latest outfits. Celebrities are not the only people flying the flag for the retail giant, however; social media influencers also have a massive effect on sales, as they provide their fans with fashion hauls showcasing the latest pieces from their collections. The brand also has its own massive client base, with over 17 million followers on Instagram. It appears that Fashion Nova has taken over the retail industry. The question is, exactly, how did they do it?
Social Media Takes Over
The Los Angeles based retailer appears to have monopolised online clothing sales, and their success is largely due to social media. They have become experts at selling a pop culture dream to millions of fans wanting to dress and look like stars like Blac Chyna and Amber Rose. Wearing high-waist distressed denim and body-con minidresses, well known celebrities know exactly how to sell Fashion Nova trends.
According to CEO Richard Saghian, they work with between 3,000 to 5,000 influencers. The company was founded in a storefront in California just over 14 years ago and they have since become a retail giant that is impossible to compete with. The company also has several brick and mortar stores in California, but it’s their social media presence that has been largely responsible for their success. The company has experienced massive sales, and over three quarters of their customers return within 90 days to make another purchase. With more than 600 new looks per week, the company knows how to stay up to date.
Saghian states that he has over 600 employees and a dedicated social media and online team who have mastered the art of selling their clothing to women between the ages of 18 and 25. They have a loyal fan base who regularly post selfies wearing the brand’s designs. However, unlike some clothing lines, Fashion Nova makes sure they tag each and every person who posts a picture in one of their outfits. Their customer engagement is phenomenal, and as such, they really know how to make buyers feel as if they are a part of the brand. They make customers feel even more special by liking, commenting and reposting their photos.
The brand takes their Instagram engagement very seriously and it is almost impossible for other brands to compete. Instagram is a visual platform, and it’s perfect for retailers to communicate directly with their customers. Clothing lines no longer need fashion editors to promote their products when they can use celebrities and influencers to take sales to a very personal level.
Everyone Can Afford a Fashion Nova Outfit
Fashion Nova has many appealing aspects. One of them is their price point; the majority of their items cost less than $50. Once upon a time everyone was scrambling to purchase the latest Gucci handbag, but with multi-million dollar celebrities choosing to wear Fashion Nova trends, women feel empowered to shop on a smaller budget. There is one popular video clip of Cardi B flossing with a $100,000 watch where she lets her audience know that her Fashion Nova outfit cost $60! In other words, the message is that there is nothing wrong with buying cheap clothing. As long as the outfit is hot, the price tag is irrelevant – and Fashion Nova specialize in creating the HOTTEST ensembles!
Once upon a time there was way too much pressure on people to buy expensive clothes. People were getting themselves into all sorts of credit card debt to mimic the lifestyles of celebrities. For some, this is no longer the case. If celebrities who can afford such expensive brands are wearing Fashion Nova, it’s an incredible endorsement.
Big Girls Need Love Too!
Fashion Nova doesn’t discriminate when it comes to body type.
Gone are the days when the big girls stood on the sidelines watching the skinny girls flaunt their stuff. We’re not just talking about Beyonce and Jennifer Lopez style curves, here – Fashion Nova caters to plus sized women too! If they feel confident enough, plus sized women have the right to wear the same outfits as Naomi Campbell and Kate Moss, and why should they be forced to hide their curves? Fashion Nova hires a wide range of plus-sized models to advertise their clothes, and it is about time that other fashion retailers took note! Since the majority of the people in the world do not look like runway models, Fashion Nova has truly capitalized on the diversity of their brand. What makes them so appealing is that they are relatable. You are always going to find someone across their channels who looks like you no matter what skin color, skin tone, or shape you have. There is something on Fashion Nova for everyone, and this is just one of the many qualities that makes them so appealing.
In short, Fashion Nova is successful because they cater to their audience and give them exactly what they want: sexy, affordable clothing that the latest celebrities are wearing! If your business doesn’t have a social media following, you will miss out on a huge portion of the market – and your brand likely will not survive. People simply don’t have the time to go to the store and pick up a magazine to find out what the latest celebrities are wearing. Fashion Nova has taken full advantage of this and delivers the latest outfits right to their customers’ Instagram feeds. Once upon a time, consumers were checking the runway for the latest trends, but this is no longer necessary; the new runway is the Instagram feed. This is not going to change any time soon, and as long as Fashion Nova keeps giving them what they want, they are going to keep buying!