For some, it’s easy to feel like Fashion Nova simply sprung up out of nowhere, delivering affordably priced bodysuits, curve-hugging jeans, denim jackets, and much, much more for a highly dedicated audience of women across ages and income levels. If you weren’t watching closely, you might have been surprised to see the brand rocket from a handful of ads on Instagram to become the most searched for fashion brand in 2018 after being one of the top 5 most searched for brands in 2017.
The brand now has over 15 million followers, making it the top-performing fashion company on Instagram. It has greater user engagement and gets more views than H&M and Zara, the two giants of fast fashion who both have a huge presence in the world of international retail, combined.
There are big reasons for this. First off, Fashion Nova simply outpaces their competitors. By working with over a thousand manufacturers, many of whom are located in the greater Los Angeles area, the brand can have samples ready within 24 hours, which can then be worn by models only 24 hours after that. With each item available in many different colorways, they simply produce more products than their competitors.
In a world that loves newness and wants to see more products on the market than ever before, it helps Fashion Nova not just make an impact, but give their customer peace of mind. They know that when they wear Fashion Nova, they aren’t just going to look great at an affordable price; they’re also going to show up to the club, to the concert, or to the party in an outfit that no one else has, even if other girls are just as into the brand as they are. By helping to ensure uniqueness, they keep customers feeling confident in their shopping decisions, and this has a major impact on their bottom line – and their customer satisfaction.
Furthermore, Fashion Nova’s prices are extremely attractive. With the majority of its inventory available for $20-30, customers can get a whole new look for between $50 and $100 – something that’s completely impossible when shopping from designer brands and hard to achieve on an average trip to the mall. With items like crop tops and jeans at even lower prices than brands like Boohoo and Forever 21, they manage to keep customers excited, loyal, and looking great.
Sizing is also key to Fashion Nova’s success. Designer fashion has almost always had an inclusivity problem, and the fact that the majority of clothes are created for and modeled by small women without busts or hips and stick-thin, tall men has alienated millions of women from engaging with high-end brands. Fashion Nova, on the other hand, produces clothesin sizes ranging from XS to 3X – something virtually no designer brands do and only a handful of fast fashion competitors do. They’ve also extended their plus size offerings as far as 4X across their normal, Plus, and Mens lines, helping them to dominate the plus-size fashion industry at a moment when there’s more demand for it – and more celebration of all body sizes and types – than ever before.
Finally, the brand has embraced the power of influencers at all levels to achieve dominance over their competitors. By teaming up with the most powerful users of Instagram’s platform, like Kylie and Kris Jenner, and embracing the support of Kim, Khloe, and Kourtney Kardashian, they’ve built the foundation for an army of Nova Babes – women who wear their clothes, love them, and are willing to let the brand use their photos in exchange for free clothes, sponsored posts, and occasional compensation.
The brand has proven its aptitude for betting big on influencers by working with artists like rapper Cardi B when she was a Vine star and when her breakout single, “Bodak Yellow,” was still years away. By forging an authentic relationship with Cardi, they were able to watch her career grow and work with her as she became a cast member on VH1’s Love & Hip Hop: New York, sign to Atlantic Records, and become the first woman to win a Grammy for Best Rap Album for her debut, Invasion of Privacy.
Their successes coalesced when Cardi, now a superstar, and Fashion Nova, now a massive brand, collaborated on two collections. The first sold out in less than 24 hours, and the second sold out in less than 48 despite the fact that the brand had created five times as much inventory in an attempt to satisfy demand.
However, if you’re truly looking to understand what makes Fashion Nova tick, just give Cardi’s single “She Bad” a listen, and you’ll get it. “I could buy designer, but this Fashion Nova fit,” she raps, and it’s true: she’s one of millions of women who feel the exact same way.