Fashion Nova continues to top every list of the Internet’s most searched womens’ fast-fashion brands. Founded in 2006 by CEO Richard Saghian, the company employs influencer marketing and celebrity endorsements to spread the word about their thousands of styles and options for individuals of all shapes and sizes. Their local production tactics also help the brand maintain low prices under growing demand.
Overall, Fashion Nova continues to prove that shoppers do not have to sacrifice their identity or their bank account to wear an outfit that they are proud of. With the weather getting warmer, customers should turn to Fashion Nova to shop for fair-priced clothing with thousands of options to accommodate any consumer and their personal tastes, preferences, and style.
Diverse Options for Diverse Bodies
Fashion Nova’s production model has a competitive advantage because of their partnership with Los Angeles-based manufacturers. During the summer season, 80 percent of the clothes are produced in Los Angeles. Fashion Nova utilizes many wholesale companies for their production, such as American Bazi and Heart & Hips. However, they are also capable of manufacturing their own items and designs, and are therefore able to serve as their own vendor when needed. By utilizing local production techniques, Fashion Nova is able to launch up to 900 new styles every week. The brand takes their commitment to variety a step further by giving customers the option to choose from multiple colors and print options for several Fashion Nova styles.
Consumers rely on Fashion Nova to offer a wide-selection of summer wardrobe options for individuals of any and all shapes and sizes. At Fashion Nova, the customer is the “star” of its styles, not the clothes. The brand frequently opts for bodycon, curve-fitting styles that disrupt the norm of providing flowier, more conservative options to achieve body diversity. This disruption of the norm is celebrated and rewarded. For example, Fashion Nova Curve, the brand’s plus-size line, is described as “the fastest growing plus size brand in the world.” This line comprises 39% of Fashion Nova’s women's clothing, whereas competitors Boohoo and Forever 21’s plus-size apparel make up 12% and 10% of their women's apparel, respectively.
Fashion Nova also launched a men’s line in June 2018 called Fashion Nova Men, which is promoted with the same tenacity as their women’s fashions. Rapper The Game, for example, signed a $1 million deal in 2018 to promote the line. The line’s promotion also demonstrates a continued commitment by Fashion Nova to disrupt the norm across all fashion circles. Female-identifying rapper Young M.A., for example, is one of the brand’s top influencer marketers for Fashion Nova Men. Young M.A. is a queer rapper who uses her platform to shatter gender binary standards in hip-hop culture and beyond. Emboldening high-profile nonbinary superstars across their brand further showcases how Fashion Nova refuses to alienate their customers, but rather creates products for their customers to embrace and celebrate their authentic selves.
Proving that Ultra-Fast Fashion Works
Saghian is proud of Fashion Nova for leading the way in “turning fast fashion into ultra-fast fashion.” Year after year, Fashion Nova demonstrates that their model continues to provide on-trend clothing at affordable prices for any consumer. For example, Fashion Nova Curve styles have increased by 35% over a three month period. Clearly Fashion Nova is able to optimize their commitment to fast-fashion for all women and is slicing a bigger share of the market for themselves and their customers over time.
Fashion Nova has led the Women’s fast-fashion market in implementing strategic influences. Based on the brand’s social media engagement, a marketing study found that the brand generated over $125 billion in earned media value in 2018. Earned media value is defined as the calculated importance of branded content that is not paid media, i.e. traditional advertising. The $125 billion EMV that Fashion Nova generated came from 611 million likes on posts mentioning the brand’s name. This means that through Instagram, Fashion Nova is able to generate the same amount of advertising a company might pay for to traditionally promote their brand through means such as, but not limited to, on a billboard, a commercial, or a television appearance. Their dependence on influencer marketing exemplifies how their ultra-fast fashion model continues to bring in new customers while satisfying returning ones.
As demonstrated by Fashion Nova’s Instagram presence, the brand is especially qualified for high profit-margins heading into the Summer months. It is expected that consumers will continue to scroll the Internet for ideas on where to shop as the weather gets warmer. With social distancing measures not expected to stay completely off the radar any time soon, coupled with the desire to get more for less during a recession, Fashion Nova is expected to remain a top-searched fashion brand during the Summer months. For example, EDITED.com reported that 95% of Fashion Nova’s products sold online are priced between $0 and $50. To make their prices even more appealing, their influencer network of between 3,000 and 5,000 influencers are almost always sharing a promotion code along with their ringing endorsement of the brand’s seasonal styles. Therefore, Fashion Nova is a great option for those looking to expand their summer wardrobe, remotely, at an affordable cost.