Fashion Nova, the now-famous retailer from California founded in 2006 that gained immense success through social media, is a global leader in fast fashion. They’ve attracted millions of followers all over the planet who appreciate trendy, affordable clothing and accessories.
Founder and CEO Richard Saghian who envisioned and successfully marketed Fashion Nova without spending cash on traditional advertisements has always been committed to providing affordable fashion to retail customers. According to him, “overpriced fashion is dead,” and Fashion Nova will be an accessible brand to those who love to style and profile all day, every day, without breaking the bank.
A Non-Traditional Brand
Fashion Nova rose to fame without using the traditional strategy relied on by other brands such as paid media advertising to reach customers and increase profitability.
Saghian grew up learning the ropes of retail through his father, who owned and managed a fashion boutique in California, and he tried a different approach in marketing – making his brand known to customers who were largely engaged in social media by building a massive presence on Instagram.
Fashion Nova reached out to hundreds of influencers and fashion bloggers on Instagram, sending them proposals to collaborate and promote the brand to their loyal followers. Instead of placing ads on TV, radio, print – think glossy pages in fashion magazines – or even online ads posted on high-traffic websites, Fashion Nova grew by word-of-mouth passed on from one fashion influencer to another.
Saghian’s vision paid off.
Fashion Nova’s Instagram followers have ballooned to 17.5 million since launch, while its followers on other social media channels such as Facebook and Twitter have also seen substantial growth.
Aside from Instagram and YouTube endorsers posting pictures and videos related to Fashion Nova, Saghian also reached out to celebrities to become spokespersons for his fashion brand. Cardi B and sibling Hennessy Carolina, Kylie Jenner and sisters Khloe and Kourtney Kardashian, Blac Chyna, Amber Rose, YouTuber Tana Mongeau, Tess Holliday, and many more have endorsed the brand. Some have even worn Fashion Nova pieces to high profile events such as the Grammys, Coachella, and New York Fashion Week, and they often earn millions of dollars in sales for the company when they post.
But Fashion Nova’s romance with non-traditionalism goes further than marketing.
The brand, which is sought by millions of loyal fashionistas all over the world, creates clothing for different sizes and body types to ensure body positivity is incorporated into its culture. By allowing customers to have access to clothes that fit their individual body types, unlike those of other retailers, Fashion Nova promotes inclusivity among customers whose bodies’ curves and edges may have been neglected in the past.
Promoting Body Positivity and Inclusivity
In the past, fashion has turned a blind eye on men and women who did not conform to typical sizes in clothing. If your waistline is narrow and you’re well endowed with curves in the right places, top and bottom, you’re all set. You could get in a department store, browse through their collection in less than an hour, find your size and fit, pay for it, and go home all ready to party.
But nature did not make everyone a one size fits all.
Some of us are skinnier, heftier, more curvaceous in some areas, more edgy in some parts, and unique in all the in-betweens. In short, we were not created equal physically and so our clothes do not have to be limited to the conventional sizes retailers had been more gracious to cater to. This difference has caused divisions among consumers, especially those who could not shop for a variety of clothes due to limitations in size and fit.
Fashion Nova’s diverse models and endorsers are gifted with different body types. They proudly flaunt their styles to their online followers, speaking for the brand’s commitment to diversity and inclusivity.
Fashion Nova offers a selection of styles in both traditional and plus sizes that extend to size 3X. With this type of sizing, customers who love Kylie Jenner’s sexy mini-dresses, distressed high-waisted jeans, and off-shoulder cropped tops – or Cardi B’s stylishly cut trench coats and vavavoom corset-inspired tops that will give a perfectly-endowed vampire a run for her money – can wear the same clothes without worrying about finding their unique sizes.
Fashion with a Mission
Fashion Nova has grown to a multi-million business by uniting millions of trendsetters all over the world and empowering them to make an impact on fashion.
Fashion Nova consistently offers a line of clothing that’s not only affordable, it’s also worthy of showing off despite the occasion as high-profile celebrities endorsing high-end brands and gracing glitzy events have done in the past without batting an eyelash.
But empowering customers to embrace their bodies despite their quirks and flaws is a whole new level of positivity that everyone needs a huge dose of in this age of bullying and peer pressure.
As Fashion Nova’s success has been driven by word-of-mouth endorsements both by regular and celebrity patrons gone viral, we can only hope the body positivity that the brand is promoting with passion will also spread like wildfire alleviating destructive feelings of anger and inadequacy in this world – one fashionista at a time.