Some would consider Fashion Nova somewhat of an overnight phenomenon. Fashion Nova is an American based ‘fast fashion’ retail company.“ Fast Fashion is a term for “designs that move from catwalk quickly to capture current fashion trends” (1) FashionNova has a unique strategy for today’s market and thanks to many endorsements from 1000’s of influencers and celebrities like Kylie Jenner and Cardi B, the brand became the most searched-for fashion brand of 2018. Instagram is a powerful platform for brand to advertise their products to attract customers. The Fashion Nova rise to stardom is a success story that validates the power of influencer marketing. The “bread-and-butter of their Instagram strategy is a combination of tiered influencers and a brand growth pipeline for those submitting user generated content. Fashion Nova has a network of thousands of influencers who often refer to themselves as brand ambassadors.” (2)
Fashion Nova is perfect for Instagram. At its core Instagram is about visually stimulating images that garner validation and attention through likes and comments. Fashion Nova uses this dynamic unlike no other and it is an integral part within their sales process. As noted in the “5 Tips…” article we read early in the semester, it’s critical for a brand to understand the purpose of the social platform, also, which social platform your target audience is engaged with the most. “It is essential to understand your audience’s behavior and how they will discover your brand and business on social.” (4) The fashion brand strategically uses micro and macro influencers to target the Gen Z audience, which is also the top demographic on Instagram.
In addition to the mega popular celebrity endorsements, “Fashion Nova encourages followers to share their everyday as well as sexy looks for reposts on the Fashion Nova account, which is highly desirable to an audience of ‘hardcore fans’ and those looking to grow their own base following” (3) Provocative pictures and selfies of curvy, ethnically diverse influencers, celebrities, models, and regular people in skimpy outfits isn’t something most brands would endorse. But “Fashion Nova uses it to create an avalanche of highly loyal brand ambassadors, for free” (3)