If you see Cardi B and Kylie Jenner on social media, chances are they’re wearing Fashion Nova and telling the whole world about it. These famous women, with millions of online followers all over the world largely influenced by their choices in fashion, are only two of many celebrities who don Fashion Nova’s clothing line and proudly posting about it on any influential online platform they can easily send a message through like Instagram, Twitter, and Facebook.
How did Fashion Nova come about?
With similar affordable clothing companies feeding the cravings of trendy cost-conscious fashionistas like Forever 21 and H&M, Fashion Nova did not enter the retail industry with a ground-shaking business model especially when it came to pricing their products.
Fashion Nova began in Los Angeles, California in 2006 and made a big splash on the fashion arena with affordable clothing typically worn by stylish people in the club scene, catering to fashion-conscious men and women who want to party like a rock star all day and all night but without breaking the bank. It’s a well-known strategy that other retailers in the clothing business have already capitalized on.
But Fashion Nova turned out to be different.
In 2019, the now-famous fashion brand earned more than $500M in sales according to a recently published revenue analytics report, significant progress made over a short span of 13 years since its humble beginnings.
It’s an amazing feat for any retail brand that competed in a saturated affordable-fashion industry. And if you’re more romantic, you can even liken such a success to that of a fierce queen hiding in ordinary clothing but ending up conquering the hearts and trust of kingdoms in just a short time.
No Runway Shows. No Problem
In the world of fashion, introducing your line of clothing, shoes, and fashion accessories through runway shows is the traditional and strategic way of gaining recognition and ultimate success in the industry. It’s also a way to attract media and celebrities. Brands with presence in notable fashion shows easily gain prominence enough to attract celebrity endorsers willing to advocate the brands to represent their styles.
But Fashion Nova had a different strategy in mind.
CEO Richard Saghian, the man behind Fashion Nova’s success, focused on reaching his target consumers directly through Instagram.
According to an interview, Saghian used the social media platform to gain a significant following by posting images of Fashion Nova products worn by the brand’s models.
The strategy gained traction as fashion-conscious consumers began to pay attention, eventually identifying with the models on the Instagram images donning the brand. Because Fashion Nova’s clothing line does not solely cater to one body type, consumers of various shapes and sizes have been able to mentally put themselves in the same clothes as worn by the brand’s diverse models leading them to make that important decision – purchasing the brand’s products.
It didn’t take long before Fashion Nova’s followers had started to pose their pictures on Instagram donning the brand’s clothing line using hashtags, encouraging others to join their tribe, increasing the brand’s popularity even more.
According to a Google report published in December 2017, Fashion Nova was searched online so much, that it is on top of legendary brands like Chanel, Dior, and YSL. These are brands who like to host traditional runway shows graced by celebrities and media all over the world. Why is Fashion Nova on top?
Fashion Nova’s Relationship with Celebrities
Cardi B and Kylie Jenner are not the only celebrities modeling Fashion Nova’s clothing line on their Instagram posts. Other popular Hollywood celebrities are giving their shoutouts as well.
The Kardashian sisters (even mom Kris Jenner) are known to post their Fashion Nova fashion on social media as well. Khloe has been photographed wearing a high-waisted distressed denim capris which was posted on Instagram. Adrienne Bailon from Cheetah Girls and Kyla Pratt from Disney love Fashion Nova as well according to their Instagram posts.
Other celebrities include Holliday Pink, Tamar Braxton, Hennessy Carolina, and Amber Rose.
Fashion Nova does not spend on runway shows and does not have traditional ad placements to advertise the brand that other successful fashion brands spend a designated budget on. But the brand’s affiliation with celebrities who endorse the products and their millions of online followers who drive Fashion Nova to continue being a thriving 9-figure business seems to be working for the brand.
Diverse and Inclusive Products
The fact that celebrities with different body types can endorse Fashion Nova as a brand suggests inclusivity. It embraces anyone who wants to be fashionable but had difficulty in the past finding their sizes or styles in the “conventional” clothing racks. With Fashion Nova’s diverse approach in making and designing clothing, the problem with being confined to what was traditionally available to some consumers has been resolved.
But it’s not just about the size and fit, Fashion Nova also bridges the gap for consumers who don’t have to go to a brick and mortar store to have access to their clothing line in the US. By having a systematic online platform that facilitates communication and transaction between Fashion Nova and its customers, the company can move their products fast and easy so consumers can have access to the clothes they want to wear as soon as they need them.
Of course, being affordable is another feature that embraces everyone including those who cannot spend more money on expensive clothing but don’t want to be left out.
A Thriving Brand to Watch
Fashion Nova has achieved tremendous success being an influential brand whose unconventional approach to attracting millions of advocates and pushing products is deeply anchored on customer relationships. They talk directly to their customers and responds to their issues.
If Fashion Nova continues to thrive by establishing connections with their consumers through committed interactions on Instagram as part of the buyer’s journey, we should see other brands in the market paying more attention to their customers through grassroots marketing.
That’s a win for the consumer.