Today we're going to talk about one of the most successful fashion brands that leveraged influencer marketing to scale their business to new heights - Fashion Nova.
From a small boutique in Los Angeles to a global fashion powerhouse, Fashion Nova has taken the fashion world by storm with their affordable and trendy clothing, all thanks to their influencer marketing strategy. So, let's take a closer look at how they did it and what other brands can learn from their success.
It’s all in the numbers …
Over 20 million Instagram followers
Generated more than $400 million in 18 months.
#1 most-searched fashion brand on Google in 2018
600% growth in revenue from 2016 to 2017
Affiliated with more than 3,000 high-profile celebrities like Kylie Jenner, Cardi B, Khloé Kardashian, Kourtney Kardashian and Amber Rose.
So how did this fashion brands achieve such amazing results. Let’s break it down.
How Fashion Nova Took Over Instagram with Influencer Marketing
#1: Focus on ONE growth lever
While all the other fashion brand were focused on retail stores, which are high costs and high risks, Fashion Nova put all its efforts into one thing - building the brand's social media presence. The brand updated their Instagram feed every 30 minutes and activated a robust influencer marketing strategy.
#2: Define a North Star Metric
Instead of being obsessed with profit margins, they focused on giving the best product at the best price and getting it to customers fast. Their no.1 goal was to get as many people onto the platform as possible.
#3: Identify the right influencers
Fashion Nova's success is largely attributed to its vast network of social media influencers, with the brand partnering with 3,000 to 5,000 influencers on Instagram alone.
These influencers create content featuring Fashion Nova clothing, often in the form of unprofessional photos or mirror selfies, to give an authentic and natural feel to the advertisem*nt. This technique has resulted in a social media phenomenon with thousands of content pieces about the brand each month, making Fashion Nova the #1 popular brand on Instagram.
#4: Create an Influencer Marketing Pyramid
Fashion Nova has an influencer marketing strategy based on the Influencer Marketing Pyramid model. The model comprises four different levels of consumers, and Fashion Nova targets consumers at each level in different ways to build brand loyalty and increase sales.
The lowest level consists of Fashion Nova's followers who buy clothes for necessity rather than interest, while the highest level comprises influencers and experts who wear Fashion Nova clothes and promote the brand.
One of Fashion Nova's most successful partnerships is with Cardi B, who often wears the brand's clothes and talks about them on social media, providing both paid and organic mentions that deliver significant Earned Media Value for the brand.
#4: Create eye-catching content
Fashion Nova gives their influencers full freedom on their creative process. This allows each influencer to showcase their individual style and personality while still promoting Fashion Nova's brand. For example, Cardi B and Kylie Jenner have vastly different audiences and styles, and Fashion Nova allows them to express themselves freely and authentically. By doing so, they can tap into each influencer's dedicated following and reach a wider range of consumers.
#5: Foster a sense of community
Fashion Nova engaged with their customers on social media by reposting user-generated content and encouraging customers to share their Fashion Nova outfits. This created a sense of community and loyalty around the brand, and has resulted int he brand getting over 1.7M mentions per month on social media.
Fashion Nova's website is designed to encourage sharing among its customers. The site practically bends over backwards to get you to share your purchases on social media platforms like Instagram, Twitter, and Facebook.
After making a purchase, customers are prompted to share their experience with friends and family by providing a direct link to the product they just bought, along with pre-written captions and hashtags. There are also social media icons scattered throughout the site, making it easy to share your favorite pieces with your followers.
#6: Continuously innovate
Fashion Nova utilizes its #novababe hashtag not only to gain user-generated content but also to conduct trend research and create new styles to sell.
By monitoring the hashtag and analyzing the types of content being shared, Fashion Nova can gain insights into what its customers want to wear and what styles are currently trending. This allows the brand to develop new designs that resonate with its target audience, resulting in increased sales and customer satisfaction.
Additionally, by encouraging its followers to share photos of themselves wearing Fashion Nova clothing, the brand can showcase real-life examples of how its products look on different body types and skin tones, promoting inclusivity and diversity.
In conclusion, Fashion Nova's success story is a testament to the power of influencer marketing when done right. By identifying the right influencers, providing high-quality content, fostering a sense of community, and continuously innovating, Fashion Nova has become a household name in the fashion industry. Other brands can learn from their strategy and apply it to their own marketing efforts to achieve similar success.
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