To wrap up the semester, I’ve been working on a case study about how Fashion Nova uses social media marketing to be the successful brand it is today. I was able to research the different methods the brand uses to promote products, encourage site engagement and generate publicity. A couple of weeks ago, I took a look at Fashion’s Nova big data which also highlighted the effects of these methods by tracking Fashion Nova’s traffic. It’s evident that Fashion Nova has successfully cracked the code to digital fashion success because of its pioneer marketing strategies.
Starting out, Fashion Nova generated more than $400 million only 18 months after their launch. Fashion Nova’s 19m following on social media outshines similar brands such as H&M and Zara, increasing their overall value of social media exposure. Fashion Nova also holds the top spot of total visits, over Gucci and Louis Vuitton, without the use of any traditional marketing. After focusing on one distribution channel, Influencer Marketing is the direct key to Fashion Nova’s ongoing success. The close partnerships the brand has with 3,000- 5,000 high profile insta-celebrities allows Fashion Nova to retain the social exposure. Their influencers are more persuasive than most forms of marketing. Strategically placing famous and everyday influencers in advertising provides a blend of organ brand and media value. Currently, the brand has over 19 million Instagram followers and a growing rate of 600% year over year. The large amount of Nova Babes leads to the need of fast fashion. Saghian told WWD that “It’s important to have a lot of styles because our customers post so much online and need new clothes. We don’t want girls showing up to the club in the same outfit. We need 50 different denim jackets. Not just one.” Each week Fashion Nova puts out about 600 different new styles which creates this cycle of promote, supply, demand and repeat.
Overall, my case study proved that Fashion Nova is the King of all instagram based ecommerce brands. Lets face it, you can barely scroll on instagram without seeing a Fashion Nova connection. The brand took advantage of the social media revolution and saw dollars signs where people saw pure fun. Fashion Nova changed the way online brands market their goods by exposing us consumers to the influencer world. Masscostumization even allow Fashion Nova to follow you to other sites and remind you to purchase the things that are missing in your bag. You will be consumed by Fashion Nova until you make your first purchase and even then, they’ll remind you to come back between each scroll on your Instagram.
Welcome to the digital world of fashion, folks!
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