The world of snazzy new designs and pop colours of online fashion retail, thrives on steady, growing and increasing competition. With newer portals offering affordable price tags to celebrity wear, it has become a rage amongst the buyers worldwide. One such global name in the mills of online apparels is Fashion Nova. This is the story of how one name managed to skyrocket to the pinnacle in a short period of time breaking the competition glass ceiling.
The brand was originally a brick and mortar setup by entrepreneur Richard Saghian in 2006, in Panorama Mall of Panorama City, California. 7 years later what was launched as an online store of the brand FashionNova.com would go on to become one of the most searched sites and talked about fashion portals of the decade. In 2017, it pipped out well-established luxury names like Gucci, Louis Vuitton, to become the most searched brand. According to Piper Jaffray’s survey on teen spending habits, it ranked 6th among the preferred websites.
“A post from Kylie’s page is better than any Super Bowl Ad”, says Saghian”
One of it’s main shortcuts to the top has been its reigning presence on social media especially Instagram. With 13.5 million followers, the label has left behind celebrities like Kylie Jenner and Cardi B (who are also endorsers of the chain) in league of popularity. Moreover, it has heavily benefitted from celebrity promotions. “A post from Kylie’s page is better than any Super Bowl Ad”, says Saghian who says Jenner’s promotion upscales their sales by almost $50,000 at a time. Additionally rapper Cardi B is also known to be a loyal customer of the brand even before her musical career took shape. “She was a personalityand she had really great content on her Social Media. And we loved her style so we would always work with her”, remarked Saghian when asked about his association with the hit album ‘Invasion of Privacy’ maker.
“We don’t want girls showing up to the club in the same outfit. We need 50 different Denim jackets. Not just one”
The company reportedly grew by 600% in 2017. With newer designs dished out every week, its ‘ultra-fast fashion’ has caught the fancy of the buyers. The products range in a wide bracket of international affordability from $9- $99 (approx. Rs 660-7000). With access to over 1000 manufacturers, based locally as well out of LA, it speeds up the production manifolds. It churns out newer designs in record 48 hours straight. “It is important to have lot of styles. We don’t want girls showing up to the club in the same outfit. We need 50 different Denim jackets. Not just one”, says Saghian. It also boasts of ultra fast shipping options with local customers receiving their orders in a single day.
Expanding it’s global reach the brand also setup Fashion Nova Curve, exclusively for their plus-sized buyers. Earlier this year, they also launched their menswear line. It is constantly growing on a daily basis, and coupled with its novel outlook and quick production delivery, it is fast scaling the heights of success in online retail.
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