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Section
1: Fashion Nova

 

Fashion
Nova is an online fashion company that has been silently taking over the
fashion industry for the last four years.  A California based startup fashion brand, the
company is one of the most popular online destination that provides affordable and
inclusive styles for every girl.  Headquarted in a 180,000 sq ft warehouse in
Downtown Los Angeles, the company was founded in 2007 as a small storefront
with ten employees. Fashion Nova now employs more than 600 people and works
with 3,000 to 5,000 influencers worldwide. According to Fashion Nova’s founder
CEO Richard Saghian, since the launch of www.fashionova.com in 2014 the company has experienced
“explosive growth” in sales and popularity. As of late 2016, the company’s
earnings were approximate 26.7 Million dollars. (Miranda, 2017)  

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Section 2: Fashion Nova’s Digital and
Social Media Use

 

Though Fashion
Nova now has five physical retail stores in the Los Angeles area, its social
media presence has made it dominate among fashion retailers. According to
Goggle’s annual “Year in Search” report, Fashion Nova was named the fourth most
searched brand in the world in 2017 (Gustashaw, 2017). Ahead of well-known
fashion brands like Chanel, Dior, YSL and Dolce & Gabbana. The company uses
several social media platforms and techniques to target a specific audience:
trendy young females that what to wear what celebrities wear, without spending
a fortune. The brand is hyper-engaged on Instagram. Between posting photos of sexy
models wearing their products they also incorporate the use of social media
“influencers.” Fashion Nova influencers are normal everyday girls that post
photos of themselves on various social networks wearing the brand’s product. This
brings it down to a personal level implying that the products are attainable and
not just something models or celebrities can afford.  These influencers are located around the world.

Girls from California, Dubai, Johannesburg, Tel Aviv and Seoul all post
themselves in the hottest apparel. This strategy is rapidly transforming the online
fashion industry. “Before, people were looking for fashion trends on the
runway, but I think the runway is kind of dying. People are going to their
social media feeds and they want to buy what is on their feeds and what is on
their Fashion Nova influencers’ feed.” (Agrawal, 2016)

Just like a viral YouTube
video that reaches all corners of the globe, Fashion Nova has become a “viral
store” using social media to build its empire. Instead of receiving payments,
the influencers are rewarded with exclusive Fashion Nova merchandise and
granted a 25% off discount of all products. In December 2016 a post by Kylie
Jenner (Kim Kardashian’s younger sister), who along with her sister Khole
Kardashian posted a photo on Instagram, captioned “Obsessed with my new
@Fashionnova jeans,” this single post caused the brands online interest and
support to increase exponentially. That single post gained two million likes,
and led to the brand reaching 6 million Instagram followers within a few
months. (Instagram photo below) The strong surge in online support has boosted
the company’s online culture. Like a ripple effect, the more influencers who
post, tag, and shout out the brand, the more their friends and/or fans will buy
the product and post about it.   With an
increasing celebrity clientele, the brand continues to plants seeds on social
media through influencers and watches as pop-culture celebrities like Kim Kardashian,
Cardi B, WWE diva Natalie Marie and even eighty-year-old Baddie Winkle post
themselves in the brands clothing. Convincing fans to buy into the fantasy of
dressing like their favorite singer, reality-TV star or Instagram model.

Fashion Nova also
utilizes YouTube, Twitter, Snapchat and Pinterest to promote their brand. On
Youtube, influencers record themselves trying on the brand’s clothing which can
generate between 1 to 5 million views per video. The Fashion Nova Snapchat
allows customers and fans of the brand to view sneak peeks of new merchandise
coming soon and exclusive looks inside of the company’s headquarters. Displaying
the various Fashion Nova events like yoga Fridays, ice cream luncheons and their
office runway shows.(Dorsey, 2017)

With the large audience on social
media the company has created a dedicated online and social media team that has
perfected the art of selling to its customers and connects to each one them on
a personal level. The team engages with every single one of their customers.

They constantly respond to every customer-tagged photo through likes, comments,
and reposts. No comment, tag or like goes unnoticed. The brand uses a hashtag
titled #NovaBabe, in which the brands followers willing tag Fashion Nova in
selfies and “outfit of the day” post on Instagram. Thirty customer photos are
reposted a week to their page. This encourages millions of girls around the
globe to buy and post their merchandise in hopes to be featured. The team makes
a post every thirty minutes which equates to hundreds of photos within a week’s
time. By comparison, competitors like H&M and Zara only post around 20 posts
to its followers in the same period. (Matera, 2017)

 

Below is the Kylie Jenner photo
posted on Instagram that gained over 2 million likes.

 

 

 

 

 

 

 

Section 3: Fashion Nova’s Objectives

 

Fashion Nova aims
to disrupt the status quo by providing trendy, comfortable and affordable
clothes for every girl. Social media allows the brand to bypass fashion editors
and simply use their influencers to directly and inspire consumers. In the
past, girls had to discover fashion trends on the runways or in magazines. Now
their social media feeds notify them on what’s the coolest dress or purse to
buy. In addition to the company’s social media influence, the brands true
appeal is price point and variety of cuts and sizes that fits all body types.

Most items are less than $49.99 and the sizing options range from short and petite
to tall and plus size. Encouraged by celebrity endorsement and influencer
approval, consumers feel empowered, not ashamed to shop with a realistic
budget. A popular video by celebrity female rapper Cardi B is testimony of just
that. In the video, the rapper shows off a $100,000 watch then reveals that her
$60 outfit is completely from Fashion Nova. Basically, in the clip she claims
that although she is rich and can afford Gucci and Louis Vuitton, those
high-end brands don’t fit her body the way Fashion Nova does. Referring to
those high-end brands she adds, “It’s not right for girls to pay that much
money, especially when the garments are not comfortable. They have enough
problems going on they shouldn’t be brainwashed into paying a lot for jeans.”(Dorsey,
2017) Fashion Nova’s winning strategy of affordability and sizing options is  truly setting the brand apart from the other
fashion companies.

Another objective
of the brand is availability. While most company’s refuse to have universal
shipping or charge outrageous fees, this seems to be no issue for Fashion Nova.

The company boasts on their website that all purchases over $150 will enjoy
free shipping, anywhere in the world. Mia Sand, a nurse in Denmark posted a video
clip in 2015 to her 500,000 followers about how pleased she was to receive a
package from Fashion Nova in just five days. She wrote that the jeans she
ordered were the best she has ever worn, and that it’s very hard to find
clothes that fit curvy girls in Scandinavia. Viewed and shared over 3 million
times, this video started a Fashion Nova frenzy in Europe.  In fact, my wife who is also from Europe is a
passionate Fashion Nova shopper and has been a loyal consumer after viewing
that video. (She is the reason I selected this analysis topic).  She is from Croatia, a small coastal country
on the Adriatic Sea. For her and many other girls around the world, Fashion
Nova allows them to have merchandise that might resemble the big-name designer
trends, but at an incredibly low price. This lets them look the part while not
having to pay extra for it, which is a win-win situation. The brand produces
400 to 500 new styles every week the will not be restocked after selling out. By
limiting the number of items in each collection, Fashion Nova promotes a
culture of consumers who will keep coming back ever month to view what’s new in
stock. It also promotes product diversity, the $25 dress you buy this month
based on its color or stitching pattern is only 1 out of 500 and consequently
giving it a unique an exclusive status. (Mercer, 2017)

Continuing the brands endeavors to supply
“every girl” runway style items, the company has recently created a new line
labeled “Fashion Nova Curve” This sister line is a body positive brand that
aims to transform the worlds view on models and women’s beauty standards. Curve
sells products for Plus size women and also features plus size models and
influencers on their website and social media pages.  Encouraging more
women to love embrace their bodies. As stated on the brands Twitter page,
Fashion Nova is also producing a collection of hijabs and abayas targeted to
Muslim consumers that have a taste for luxury fashion at a friction of the
cost. (Mercer, 2017) The tweet received over 1 million retweets and is expected
to be an exciting development for the brand. With over 10 million social media
followers, digital savvy brand Fashion Nova has effortlessly positioned themselves
at the top of the market and has been named Top
11 Instagram Accounts leading their Industries by Forbes. (Rashid, 2017) With
all of this success and praise I have to admit that this company is certainly
impressive. With that being said, I think the company could achieve more success
by opening more physical stores. I think a brick and mortar store in at least
each region of the world it sells merchandize could be beneficial for product
returns and would allow consumers to have a place to physically try on the
items before acquiring them.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

 

Agrawal,
AJ (2016).Forbes: Why Influencer
Marketing will explode is 2017. Retrieved from https://www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/

Dorsey,
A. (2017).Essence: Fashion Nova is the
brand you can’t stop hearing about and for a good reason. Retrieved from https://www.essence.com/fashion/fashion-nova-taking-over

Gustashaw,
M. (2017). GQ Style: These Are the Fashion
Designers You Googled the Most This
Year. Retrieved from: https://www.gq.com/story/most-googled-fashion-designers-2017

Matera,
A (2017). Teen Vogue: Among most search
brands of 2017. Retrieved from https://www.teenvogue.com/story/fashion-nova-gucci-most-searched-brands-2017

Mercer,
A. (2017).Vice: Fashion Nova, using
Celebrity power and social media to build a fast-fashion empire. Retrieved
from https://www.vice.com/en_us/article/ezax3a/how-celebrities-helped-fashion-nova-take-over-your-instagram-feed-and-your-wallet

Miranda, L. (2017).Buzzfeed News
Business: How Fashion Nova built an
entire fashion company on Instagram. Retrieved from: www.buzzfeed.com/leticiamiranda/fashion-nova

Rashid,
B. (2017).Forbes: Top 11 Instagram
accounts leading their industries. Retrieved from https://www.forbes.com/sites/brianrashid/2017/03/21/top-11-instagram-accounts-leading-their-industries/#17865a6c3c42

 

 

 

 

 

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