How Fashion Nova became a leading brand using technology

In 2010, no one knew about Fashion Nova. Some people went to the store in Panorama Mall, Los Angeles and bought clothes there. However, if you mentioned Fashion Nova outside of the Hat Shopping Mall, most people would ask, “What is that?”

Many people think that Fashion Nova was founded in 2013. However, it has been selling clubwear to many women since 2006.

So, you may be wondering:

What happened to Fashion Nova? How did the brand manage to gain so much traction? Why didn’t I know Fashion Nova before 2013?

The simple answer? technology.

Technology has transformed Nova fashion and made it the brand you know today.

How has technology changed Nova fashion

After running the brand in a Panorama City store for several years, Richard Sagian, founder and CEO of Fashion Nova, discovered that some people were reselling Fashion Nova products online at higher prices.

Sagian did not know how e-commerce worked at the time. Initially, he wanted to set up 100 brick-and-mortar stores across the United States so that people could find one near them. However, he knew that it would take many years to achieve, and he could not reach too many people by doing so.

When Sagian found out what people were doing, he decided to change what he was actually doing and go online.

However, he wasn’t sure if the store would be successful. Therefore, before launching the store, he decided to increase the brand’s followers on Instagram. Since he regularly deals with his clients, he was able to get pictures of them in Fashion Nova outfits and upload them to the Instagram page. Then these customers shared the photos and the brand’s followers started growing rapidly.

When the Instagram page reached 60 thousand followers, Saghyan decided to launch the online store. This weekend, all the items in the store are sold out.

This was the beginning of the technology that transformed Fashion Nova. Instagram was the catalyst that brought thousands, and now millions, of people to the site.

Instagram Fashion Nova’s Brand Growth Strategy

Fashion Nova isn’t the only brand using Instagram. So, how did they manage to grow so successfully while so many brands are still trying to find their foothold?

Richard Sajian implemented various strategies that are still in force today to grow Fashion Nova.

  1. Regular feed updates.

Many people think that the maximum number of posts that a person should upload per day is 10. Many fashion brands upload less than 10 posts per day.

Nova fashion, on the other hand, did it differently.

As the brand gained a foothold and more people started shopping for products, Richard Sagian employed several tailors and designers and increased the company’s production speed. Therefore, they started releasing more than 500 new hairstyles every week.

With so many styles to release weekly, Fashion Nova needed to upload up to 30 photos per day, to showcase the new styles.

By expanding her styles and uploading several posts, Fashion Nova has been able to increase her daily engagement rate on Instagram. Providing several images in various selections ensures that there is something for everyone to see.

  1. Dealing with followers.

Fashion Nova’s customers remain loyal to the brand because the brand has a lot to offer them, such as a sense of community. Apart from providing them with trendy and affordable products, Fashion Nova also interacts with her Instagram followers.

Customers upload photos of themselves in Nova Fashion outfits using the hashtag #NovaBabes. The hashtag has helped strengthen the community of Fashion Nova customers online, and provides a community for these customers to come in. Fashion Nova also features some #NovaBabes posts on her Instagram page.

This encourages more women to shop on the site and upload their photos as well. After all, having a premium feature is an opportunity to show their profile to more than 20 million people.

  1. influence on marketing.

Instagram influencer marketing is one of the biggest ways in which Fashion Nova has been able to generate very significant growth in just a few years.

Fashion Nova has partnered with many celebrities, including Cardi B, Megan Thee Stallion, and Kylie Jenner. They also have a huge network of macro and micro influencers who showcase Fashion Nova products to their followers, encouraging them to shop for items.

Several Fashion Nova customers mentioned that they started following the page when they saw their favorite influencers wearing the products.

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