Fashion Nova Success SecretsPosted by Onassis Krown on
What is Fashion Nova?
Fashion Nova is an American fast fashion retail company. The company primarily operates online, but it also has five brick-and-mortar locations selling men & women clothing. Fashion Nova is known to use social media marketing, particularly on Instagram.
Fashion Nova continues to set new trends in the fashion world. It defies most standards in the fashion industry and is known for pioneering ultra-fast fashion. Fashion Nova releases over 600 new looks each week, promoted by over 3000 Instagram influencers globally.
History of Fashion NovaFashion Nova was founded in 2006 by its CEO Richard Saghian, who started his career in the retail industry by working at his father's clothing boutique located in Los Angeles. Fashion Nova opened its first location in Panorama City, Los Angeles inside the Panorama Mall, selling inexpensive club-wear attire. In 2013, Saghian launched the e-commerce website for Fashion Nova.
In 2016, Fashion Nova launched the Curve Collection. In 2018, the company expanded to menswear with the release of their Fashion Nova Men's line. In December 2019, the United States Department of Labor launched an investigation and found that some Fashion Nova suppliers or subcontractors hired workers who were paid as little as $2.77 an hour and that the suppliers owed $3.8 million in back wages to hundreds of workers.
In 2020, Fashion Nova pledged to donate $1 million to a number of social justice organizations, including Black Lives Matter, Know Your Rights Camp, and the NAACP Legal Defense and Education Fund. In August 2020, Fashion Nova announced reforms to its contracting practices in support of California's proposed bill, SB 1399, that includes a mandate that its contractors and subcontractors agree to random independent audits and that their workers are paid the applicable minimum wage, which in Los Angeles is scheduled to rise to $15 an hour for employers of all size in 2021.
Fashion Nova also established a toll-free hotline for workers to report abuses as well as a system of penalties for those who violate its reform efforts. Fashion Nova launched Maven Beauty, an affordable beauty brand, in October 2020. Founder Richard Saghian rarely speaks with reporters but is known to collect real estate, including homes previously owned by Avicii and Netflix executive Ted Sarandos. He is not married and has no children.
The Secret to Fashion Nova's Success
Faster Production: Fashion Nova works with over 1000 manufacturers around Los Angeles who can put together samples within roughly 24 hours of receiving a design.
They are then made available just a day later for in-house models for photography. Fashion Nova further broadens its offerings by providing every style in several colors. With such efficiency, the volume of clothes released every week surpasses any of its major competitors.
There is always something new to buy. Customers are kept satisfied and their wardrobes on-point with the current fashion trends.
Social Media Marketing: Fashion Nova has arguably the best social media marketing strategy in the industry. No wonder Saghian refers to it as a viral brand. Not only do they post every 30 minutes, but they also comment and like every time a customer tags them in their posts.
Saghian exploits the need for the current generation to be seen and heard, most of them between the age of 16 to 35, and uses the platforms aggressively in advertising the business. He makes sure they are happy by engaging in conversations and acknowledging their posts together with catchy captions.
At the same time, they also have independent accounts for their male brand and plus-size wearers to make sure everyone is involved.
Using a network of over 3000 influencers, most famously Cardi B and Blac Chyna, Fashion Nova gets its products out in the world. They either provide the influencers with free clothing or buy their sponsored posts. This way, they market their product to their millions of followers. For instance, in May 2019, they came up with an apparel brand together with Cardi B, and through her over 68 million Instagram followers, it sold out in 9 days.
All-inclusive: The fashion industry is notoriously exclusive when it comes to sizing, and Fashion Nova’s strategy to include a wide range of sizes, accommodating curvier women and wider hips, is an informed business decision. You can get clothes from XS to XXL – something you cannot say for all other major fashion retailers.
Fashion Nova has also created Fashion Nova Plus, a plus-size line to satisfy its growing market. They have also recently launched a men’s brand, providing affordable fast fashion and the latest trends for guys as well.
- Friendly Prices: With 95 percent of products retailing for under 50 dollars, most Fashion Nova customers buy at full price. Other clothing like jeans and crop tops sell on average for under $35. With such affordable pricing for quality products, they make fashion accessible, fun, and approachable for people of all ages – and budgets.
- Offering Value for Customers: Learning from his parents, who owned a women’s retail shop, founder Richard Saghian understands the importance of nurturing and valuing his customer relationships. Rather than focus on how to improve his profit margins, he focuses on providing the best products at the best prices. This way, all his customers feel valued – and want to keep coming back.
Fashion Nova Reviews
Fashion Nova is an American fast fashion retail company. The company primarily operates online, but it also has five brick-and-mortar locations. Just recently, Fashion Nova was Fined for Suppressing Negative Reviews according to The New York Times. The fashion brand agreed to pay $4.2 million after F.T.C. says it suppressed negative reviews online. Nonetheless, according to sitejabber, Fashion Nova has a consumer rating of 3.98 stars from 14,237 reviews indicating that most customers are generally satisfied with their purchases.
- Tags: cardi b, fashion nova, richard saghian
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