Founded in 2006 by entrepreneur Richard Saghian, Fashion Nova began as a brick and mortar fast fashion store selling women’s clubwear in Los Angeles. The brand pivoted to an e-commerce model in 2013 and has experienced exponential growth ever since. The fast fashion industry is worth over $1000 million and is saturated with players including Forever 21, H&M, Zara, SHEIN, ASOS, etc. What set Fashion Nova apart was the fact that it was one of the first fast fashion brands to cater to women of all sizes at a time when curvier women felt like they were being ignored by other brands that offered limited plus size lines.
Fashion Nova was one of the first brands to use social media to grow its customer base. Fashion Nova very quickly became a viral phenomenon with over 20 million followers on their Instagram business page. Their products have cemented the typical “Instagram girl” style with celebrities and influencers promoting the brand’s clothes on their respective platforms. Instagram was central to the Fashion Nova success story and serves as a case study for entrepreneurs who want to leverage Instagram for business success. So how exactly did Fashion Nova make millions from their business page on Instagram?
Keep the Instagram Content Coming
Fashion Nova posts a lot on their business page on Instagram. Specifically, they post about 30 times a day. It sounds like a lot - but with over 900 new styles being released every week, it is critical to post often so that customers can keep up with the latest products that the brand has to offer. As company founder Richard Saghian told Women’s Wear Daily in 2018: “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.” By posting consistently on their Instagram business page, Fashion Nova helps its customer base stay on top of the latest trends and offers them affordable (and size inclusive) alternatives to trendy pieces.
From posts and videos to stories, reels, and live streams there are many different ways to create content on Instagram, so it can be overwhelming for someone new to the Instagram business page game. Don’t worry, though. We have you covered with this article about elevating your Instagram business page.
It’s all About the Influence(rs)
Central to Fashion Nova’s success on Instagram is their strategic use of influencers. Cardi B has been a fan and influencer for Fashion Nova long before she was even a rapper. Now she has 128 million Instagram followers so any post she makes promoting Fashion Nova can immediately drive up sales of the products seen on Fashion Nova’s business page on Instagram. In 2018, Cardi B collaborated on a line with Fashion Nova that sold out in just 84 minutes. The brand also uses influencers like Kylie Jenner, Kim Kardashian, Amber Rose and the like to promote their products. In fact, a single post by Kylie Jenner helps Fashion Nova generate millions of dollars in revenue. The message is simple - every woman has the opportunity to look, dress, and feel like their favorite fashion idols.
Bigger isn’t Always Better
While getting influencers with millions of followers to support your brand is definitely an entrepreneur's dream - it might not always be the best strategy from a digital marketing perspective. In recent years, for example, Fashion Nova has been targeting “micro-influencers” who have a smaller but dedicated following. Influencers with 25,000 or more Instagram followers are valuable in helping Fashion Nova acquire more customers. According to Social Baker, “Micro influencer accounts boast up to a 60% increased engagement rate compared to macro influencers.” This makes influencer marketing a winning strategy even for small and medium sized businesses - business owners simply cannot afford to miss out on it.
Another interesting fact about their genius digital marketing strategy is that Fashion Nova doesn’t even pay these influencers. Instead, they get free clothes in exchange for posting Fashion Nova content on their Instagram pages. Each post made by these micro influencers naturally show off the clothes, but also include a discount code. This strategy allows Fashion Nova to permeate more niche markets and create an army of authentic brand ambassadors. The influencers are typically just made up of average people who, much like Cardi B, are fashion enthusiasts who post about clothes they love. This strategy of course sends more people to Fashion Nova’s business page on Instagram which in turn drives up their sales.
No SEO? No Problem.
A unique aspect of Fashion Nova’s online approach is that they use zero search engine optimization. ZERO SEO? Although this strategy goes against everything we have been told about digital marketing, Fashion Nova is proof that a successful social media strategy is more than enough to generate leads and ramp up revenues. For Fashion Nova, their business page of Instagram is a major asset. Fashion Nova shows us that the recipe for a successful e-commerce strategy is relatively simple - having a great product that people want, having a frequently updated inventory, posting very often and utilizing social media influencers.
While every brand is different, it might help to take a page out of the Fashion Nova handbook and focus on optimizing your business page on Instagram. Who knows, your brand might just be the next Fashion Nova type success story! New to Instagram? It might help to have an experienced professional guide you through your social media strategy from ideation to execution. MicroMentor can help connect you with a business mentor online for free! If you’re not sure about the benefits of mentorship, check out this Guide to Business Mentoring.