Ten years ago, Fashion Nova began as a small window shop in California before it became the enormous fast fashion brand that it is today.
It’s one of those brands that popped up out of nowhere, spamming everyone’s Instagram feeds with influencer photos flaunting their clothes, including the likes of Cardi B. and 93-year-old Instagram star, Baddie Winkle.
Famous for its skin-tight mini dresses and body-con suits, Fashion Nova’s clothing is priced between $20-$50 for most pieces, making it easily affordable for most fashion-conscious consumers. Some of the most popular products are the “Internet Famous” skirt, and their large variety of maxi dresses.
Founder and CEO, Richard Saghian, says that working with influencers has catapulted the brand into mainstream fashion. In an interview with Vice, he explains that the more shoutouts the brand gets, the bigger they grow.
“It’s kind of like this ripple effect. The more people shout us out, the more their fans shout us out. Kind of like a viral Youtube video. We’re a viral store.”Vice
On Instagram alone, Fashion Nova has a following of over 15 million users, which can account for most of its growth. According to Social Blade, a site that measure’s a user’s social media metrics, the brand gains around 374,000 users annually.
It’s clear that the brand’s Instagram reach has had a significant impact on Fashion Nova’s success which hires over 600 employees including a dedicated social media management team who regularly works with 3000-5000 influencers.
On average, Fashion Nova posts over 30 photos a day to Instagram, or about 300 a month, leaving its several thousand influencers fighting for a spot on the brand’s feed seeking their own slice of the #instafame pie.
Despite the brand’s social media metrics, it relies heavily on influencers and celebrity endorsements. Just for wearing their products, Cardi B. has stated that Fashion Nova pays her $20,000 a month. In another article, it is speculated that Kim Kardashian was paid $50,000 for wearing the brand’s denim line of stretchy denim, before creating her own line for Good American.
When it comes to fast fashion, Saghian believes that Fashion Nova is a step up, offering 600 new styles each week. Many of which sell out in days or hours of being launched due to popular demand.