Fashion Nova is a California-based clothing brand that launched its online store in 2013. Since its launch, the brand has seen a massive boost in sales. They started with a women’s clothing line, but have since expanded into a plus-size line, as well as menswear.
One thing that’s truly noteworthy about Fashion Nova is its consistency. The CEO, Richard Saghian, mentioned in an interview that they have been doing the same things since they started their online sales, and it has been working for them despite many changes in algorithms and the state of the world at large. We have also seen consistency in the brand’s social media strategy.
Consistency made Fashion Nova the most searched clothing brand on Google in 2018. In the same year, the brand secured multiple celebrity endorsements and grew their follower count to 14 million, adding hundreds of thousands of followers each month.
You might be wondering:
How did they use social media so well to generate such amazing results?
Here, we’ve analyzed the Instagram strategies that Richard Saghian and his extremely talented team use to boost company sales.
Fashion Nova Instagram Strategies
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Frequent Post Updates.
One of the things every Fashion Nova follower notices is that every thirty minutes or so, a new post pops on their feed.
Fashion Nova releases over 500 new styles each week, so they always have new content to upload on their Instagram page.
Why is this so efficient?
Fashion Nova understands that people have different tastes, and what one customer likes may not be what another wants in their wardrobe.
However, by releasing a wide variety of clothes, they give their followers different options to choose from.
One may think that the frequency of posts could cause followers to unfollow the page. However, this is not the case. Fashion Nova only uploads strong content with extremely consistent branding. They pay attention to what their followers want, and the numbers keep growing.
We’ll take a deeper look at their activities below.
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Story Updates.
Many brands have yet to truly understand how to utilize their Instagram stories to generate new sales and keep their followers happy. But Fashion Nova figured out how to master the art of Instagram storytelling very early to great effect.
They follow the same pattern in everything they do and post consistently stylish and engaging Instagram stories.
For instance, if the brand wants to upload the picture of some followers featuring the color yellow, they stick to that color theme throughout their stories. They can start with an introductory video sequence with a clever title that gives you an idea of what is coming up. Then, they could show you all their new releases that could be paired with that color or have the same color, before proceeding to show you the styles.
So, before the followers get into the main content, they already have an idea of what they’re going to see.
To keep viewers engaged, Fashion Nova also incorporates new and popular music into their stories. They use songs from hugely popular artists such as Drake, Migos, and Cardi B.
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Hashtag Use.
One of the factors that determine a good Instagram profile is the way they use their hashtags. You’ll find some brands that use all the 30 hashtag slots provided to them (both related and unrelated).
Fashion Nova uses the hashtag feature properly. Initially, they used the #FashionNova tag on all their posts. But, they don’t do this on every post anymore. The tag is only present in posts where they instruct their followers to use it in their posts when wearing any Fashion Nova outfit.
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Engage their followers.
This is another strong factor behind their growth. Even though Fashion Nova now has almost 20 million Instagram followers, they haven’t stopped interacting with their followers.
The page features daily #NovaBabes – customers who wear Fashion Nova outfits and tag them on their posts. Nova Babes posts feature followers, influencers, and top celebrities. It’s a crucial part of their marketing.
If your friend can see how good Fashion Nova looks on you, they’ll most likely get it too. It’s affordable. So, why not?
They also ask questions about sizing and styles in their comment sessions. So, followers never feel like they’re dealing with robots. They’re happy to see Fashion Nova posts and they always interact with them.
Customers have also found this strategy very useful because by scanning the comment section, they can easily determine if the dress will fit them before buying.
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Influencers and Top Celebrities.
Fashion Nova utilized the best social media strategy by partnering with people who already have the platform to sell their products.
They collaborate with top celebrities like Kylie Jenner, Nicki Minaj, and Cardi B. In Cardi B’s song ‘She Bad’, she openly promoted Fashion Nova.
That’s not all.
She wears Fashion Nova pieces frequently and posts these pictures on Instagram. Richard Saghian said Cardi B was a top customer even before she started her music career. As both sides grew, their bonds also grew stronger.
In 2019, Cardi B and Fashion Nova released a collection that sold $1 million in 24 hours. The surprising thing was that the pieces in the collection were still super affordable, not $500 per piece. So, regular people can also rock something good. They can wear something they see on their celebrities – and it’s not second hand.
Kylie Jenner is another celebrity that generates massive revenue for Fashion Nova. In an interview, Saghian mentioned that one post from Kylie Jenner could generate up to $50,000 in sales.
As we have seen above, all these aspects of Fashion Nova’s social media strategy are working well for the brand. Engaging with followers, releasing steady and interesting content, and partnering with top celebs, macro-, and micro-influencers have moved them to the top of the chain in the fashion industry.
Dil Bole Oberoi
