The ultrafast fashion brand celebrating curvy women has more than 9 million followers on Instagram thanks to the support of stars like Kylie Jenner.
He has surpassed Moschino, Valentino, and all the fast-fashion giants including Zara and H&M. This 2017, in the list of most ‘googled’ brands, an unknown name has been cast for most of the Spanish public but that has swept the millennial market in the United States. Fashion Nova , based in Los Angeles, records millionaire income thanks to a studied association with Instagram influencers and the promotion of the curvy image and slim fit that have been popularized by the singer Cardi B , the Kardashian clan , or Nicki Minaj.
The image of the German Instagrammer Madeline Mercedes clad in white skinny pants with side laces, infinity-heeled beige sandals and a shiny velvet jacket published in the Fashion Nova account accumulates more than 60,000 likes. With 9.6 million followers on this social network, the firm has managed in just three years to become a key player in the retail sector. But how did they get here?
Several analysts point out the root of its success in the synergy of the online store with advertising through social networks, all with a language perfectly adapted to the vocabulary of its audience: “At Fashion Nova we believe that the customer is the star. The girls who ‘rock’ our trends are adventurous, inspiring and badass, “they say on the brand’s website, with a flare emoji. “A Nova Star is always the best dressed girl in the room. Her self confidence is what really shines, but the Fashion Nova outfit brings that extra sparkle. We strive to deliver great service, unbeatable prices, and the hottest trends “
The company, as Buzzfeed reported , is capable of launching 500 new designs per week , chosen from an analysis of its customers’ purchases in almost real time. Tremble, Amancio Ortega.
The brand’s source of inspiration does not come from show trends, but from something much more mundane: reality shows on the Internet. “The concept of the catwalks is dying,” Richard Saghian, the company’s president and founder, told Buzzfeed last March. “If you think about it, why were there catwalks before? Because we didn’t have the Internet. Now people look to their feed for more fashion inspiration than for the shows.”
To reach this audience, the firm usually collaborates by providing outfits to Cardi B, Kylie Jenner, Blac Chyna, Khloe Kardashian, or youtuber Tana Mongeau, who has recorded herself trying on clothes and choosing outfits. One of the images of Kylie Jenner in Fashion Nova clothes reached over 2 million likes.
Thus, the Fashion Nova feed is a cascade of images of curvy women in lace dresses, transparencies, plunging necklines, wave hair, crop tops, and luxurious tracksuit-style garments. The same images that they publish on their Instagram are also available in the online store with direct links to each garment in order to acquire the complete look.
Price is another key to its success, said The Fashion Law blog . Dresses rarely exceed $ 40 and shoes can be found for $ 35 to $ 50. His clients are in the 18 and 25 age bracket, and for most, luxury is far out of reach. To play this card, celebrities who promote their clothes often compare their price with that of exclusive brands. Cardi B, for example, sported a $ 100,000 watch in one of her videos but bragged that the clothes hadn’t cost her more than $ 60 . The time to hide cheap clothes is over.
However, not only millennials live the brand: they have also yielded clothes (a very tight shiny vinyl dress) to the Instagram “sugar cane grandmother” known as 89-year-old Baddie Winkle. He combined it with false eyelashes, maxi earrings and gold chains.