Fashion Nova, founded in 2006, has over 10.7 million followers on Instagram. As one of the Internet’s most popular brands, the company has a worldwide reach. Yet their California beginnings are reflected in who makes their clothes and how they are able to meet increasing demand and provide a quick turnaround in production.
Production Near the Pacific
According to Fashion Nova’s CEO, Richard Saghian, Fashion Nova’s production model has a competitive advantage because of their partnership with Los Angeles based manufacturers. During the summer season, 80 percent of the clothes are produced in Los Angeles. Fashion Nova utilizes many wholesale companies for their production, such as American Bazi and Heart & Hips. However, they are also capable of manufacturing their own items and designs, and are therefore able to serve as their own vendor when needed.
Fashion Nova’s design and buying team works with over 1,000 manufacturers on their product. The company launches between 600 to 900 new styles every week – this feeds into the customers desire to keep shopping and the company’s excitement to meet their demands. Fashion Nova can receive samples within 24 hours of creating a concept for an item. After 48 hours they are able to be shot on models and promoted on the company’s Instagram. This quick-turn around helps maintain a revolving door of new releases for the brand.
By producing clothes in close proximity to their headquarters, Fashion Nova can afford to develop innovative marketing strategies. This ensures that their 600 to 900 new styles every week are sold, promoted, and sold again. Keeping marketing and sales competitive in return secures the longevity of their quick turnaround production efforts. For example, customers have the option of choosing from multiple colors and print options for each Fashion Nova style. When developing their styles and brainstorming marketing tactics, the company opts for easy-to-search names over complicated style numbers for their new arrivals. These strategies work in not just getting their clothes off the shelves the first time, but for the second, third, and fourth time. In response to their unprecedented demand, Fashion Nova also employs a tool to notify customers when a product is restocked. Customers are always encouraged to return to the website, since the products typically price for under $50 before applying a sale or discount code.
Fashion Nova’s Pacific-centered production model has outstripped their competitors. Last June, EDITED analyzed Fashion Nova’s product data in comparison to other fast fashion retailers such as Boohoo and Forever 21. This analysis acknowledges the high-demand for “ultra-fast” fashion as well as Fashion Nova’s proven success. For example, the data showed Fashion Nova currently has the most products stocked in the US market, a figure that is complemented by their healthy performance metrics. The brand has the highest replenishment rate at 48%, with competitor Boohoo coming in at 37%. It is clear from this analysis that Fashion Nova has mastered the art of producing fashion in their backyard for a quick, accessible, and affordable price.
How Fashion Nova Builds and Maintains their Base
Fashion Nova was not an instant phenomenon, but their humble beginnings reflect their ties to California. Richard Saghian opened the first Fashion Nova store at the Panorama Mall in Panorama City, California. In 2013, Saghian decided to launch Fashion Nova online. He chose to generate buzz and direct customers to the website via Instagram since store shoppers were already posting pictures of themselves in the product and tagging the store’s account. He saw this as an opportunity and began to work with them directly, giving them free products in exchange for promotion. This tactic immediately worked – the Fashion Nova account had 60,000 followers on Instagram before the website even launched.
Seven years later, Fashion Nova continues to expand using influencer marketing. This tactic ensures that the brand’s exposure continues to grow and that customers will continue to show interest in their products. As demand grows, there is a commitment not to fall short of their leadership in providing “ultra-fast fashion.” Yet Fashion Nova guarantees their demand through influencer marketing and consequently ensures the durability of their local production model. At the core of Fashion Nova’s influencer marketing lies their network of between 3,000 influencers and 5,000 influencers. Members of this network typically advertise the clothing to thousands, sometimes millions of followers. High-profile celebrities such as Cardi B and Blac Chyna have collaborated with Fashion Nova; both women have 62.7 million and 16.6 million followers, respectively.
The impact of Instagram is initiated in both a grassroots and trickle-down manner. By using Instagram to maintain their staggering demand, Fashion Nova stays motivated to continue their healthy production model. In addition to recruiting high-profile accounts to promote Fashion Nova, the brand makes it their mission to reach out to as many of their customers as possible. Richard Saghian and his team post every 30 minutes on Instagram, amassing hashtags such as #NovaStars or #NovaBabes. When customers tag themselves in Fashion Nova, the company’s Instagram account likes and comments on each post; they sometimes even repost the image on their own profile. The account posts new content every 30 minutes on the @fashionnova Instagram, and operates separate accounts to target specific customers, such as @fashionnovamen for the Men’s line and @fashionnovacurve for the plus size line.