Fashion Nova

Fashion Nova is an LA-based size-inclusive, on-trend and affordable fashion brand

Summary

LA-based Fashion Nova has five retail stores throughout Southern California. Established in 2006, the brand gained widespread popularity for its stylish, body-inclusive and budget-friendly apparel. With emphasis on e-commerce and social media marketing, Fashion Nova has grown into a global phenomenon, partnering with celebrities, influencers, and content creators to deliver the season’s most wanted styles to millions of people worldwide, which earned it the title of the #1 Most-Searched Fashion Brand on Google in 2018. Retailing collections for women, men, curve, and kids, Fashion Nova is a pop culture phenomenon today, with a staggering social media following of over 25 million.

History

Founded in 2006, Fashion Nova has been privately owned and operated by CEO Richard Saghian., who envisioned a brand that would offer on-trend, size-inclusive womenswear at affordable prices. With a keen business acumen, Saghian identified a missing segment of the womenswear market and quickly brought bringing sexy club-wear and jeans to the forefront of the affordable fashion space.

Initially, Fashion Nova operated as a chain of five brick-and-mortar stores across Southern California and quickly attracted a loyal following for its stylish, curve-friendly designs. The next step was leveraging Instagram as a platform to connect and relate to customers. “We’ve revolutionised fashion by making our customers part of the conversation from concept to delivery. We stay ahead of the fashion curve and the competition by engaging with our community every day to ensure we deliver what they need as fast as possible,” said Saghian.

In 2013, recognising the potential of e-commerce, Saghian transitioned Fashion Nova into an online retail platform. This strategic shift allowed the brand to reach a broader audience worldwide. What truly set Fashion Nova apart was its ability to replicate the latest runway trends and celebrity styles at a fraction of the cost, earning it the nickname “Instagram’s favourite brand.”

Per Forbes, ‘He wanted to take fast fashion and make it even faster, so he tasked manufacturers in his backyard of Los Angeles with quickly stitching together clothing. Rather than opening and stocking stores, he went straight online with new styles and asked celebrities and influencers to post photos wearing the clothing on social media. In 2018, Fashion Nova was the most Googled fashion brand, beating out the likes of Louis Vuitton, Versace and Gucci.’

Collections have and still cater to a diverse range of body types, many of which are ignored by retailers that offer limited sizes and silhouettes. Over the last decade, Fashion Nova has become a household name, with over 25 million followers across social media. Today, Fashion Nova continues to provide elevated styles at affordable prices with a dedicated social media following to match. “We stay ahead of the fashion curve and the competition by engaging with our community every day…”

Since, Fashion Nova has collaborated with high-profile celebrities to enhance its appeal. Rapper Cardi B partnered with the brand in 2018 to launch her exclusive “Cardi B x Fashion Nova” collection, which reportedly sold out within minutes of its release. The partnership proved to be a significant milestone, with Cardi B crediting the brand for its inclusivity and affordability. The brand has also worked with artists like Megan Thee Stallion, who released a collection aimed at celebrating women’s confidence and empowerment.

Per boF: “Fashion Nova has perfected the art of instant gratification for a very specific customer: young women, often minorities, who live on Instagram, know their angles and take their style cues from celebrities like the Kardashian Jenners rather than fashion magazines or designer runways… Once hooked, customers often become evangelists.”

Fashion Nova’s marketing strategy heavily relies on influencer collaborations. The company has partnered with thousands of micro and macro influencers on Instagram, TikTok, and YouTube to promote its collections. Notable endorsements from influencers such as Kylie Jenner, Amber Rose, and Teyana Taylor have helped the fashion brand garner millions of social media followers. By 2020, the company’s Instagram account had over 20 million followers, serving as both a marketing tool and a platform for customer engagement.

“Our community of influencers spans worldwide. We’ve built a strong rapport with a diverse group of individuals, all of whom embody and represent our brand. Each one of our Fashion Nova Partners engage the market with their one-of-a-kind personalities. You’ll find them getting millions of likes on the ‘Gram, dancing to their own rhythm on TikTok, and styling their favorite Fashion Nova ‘fits to perfection on YouTube. They push boundaries, challenge style norms, and are leaders in the world of fashion,” per the website.

Additionally, the brand has expanded its product line to include menswear, kidswear, and fashion accessories, as well as Curve, Luxe, Sport, Swim, Intimates and Beauty, marking its evolution from a women-centric label to a full-fledged lifestyle brand. “Marketing is very important and we’ve mastered that, but I think in order to continue growing this platform, we need to focus on the product,” said Saghian. “We are transforming FashionNova.com into a one-stop shop lifestyle destination,” he tells boF.

Vision

Richard Saghian envisioned Fashion Nova as a disruptor in the fashion industry, redefining accessibility and affordability for stylish, on-trend apparel and accessories. From the outset, his goal was to make runway-inspired fashion available to everyone, regardless of their income or body type. He believed that looking good and feeling confident shouldn’t be a privilege reserved for the wealthy. By focusing on inclusive sizing, curve-friendly designs and price-conscious collections, Saghian challenged the exclusivity of traditional fashion brands and made Fashion Nova a household name among diverse demographics.

A key component of his vision was leveraging technology and social media to reach customers directly. Unlike traditional fashion retailers, Saghian prioritised building a strong online presence, particularly on Instagram, to connect with consumers in real-time. He understood that social media could be a powerful tool for driving engagement and cultivating a sense of community around the fashion brand. This vision positioned Fashion Nova as a pioneer in influencer-driven marketing, effectively making it ‘Instagram’s favourite brand.’ Saghian’s forward-thinking approach set a new standard for how fashion brands could build a global presence without relying on traditional advertising.

Additionally, Saghian’s vision extended beyond simply selling apparel. He wanted Fashion Nova to stand for individuality, self-expression, and confidence. By continuously innovating and staying ahead of trends, his goal was to empower customers to embrace their unique identities through fashion. Whether through collaborations with celebrities, the introduction of diverse product lines, or championing body positivity, Saghian’s vision is rooted in celebrating diversity and making fashion a tool for self-empowerment.

Mission Statement

Fashion Nova’s mission is to deliver the latest fashion trends to a global audience quickly. The fashion brand is dedicated to making high-fashion-inspired apparel and accessories accessible to everyone, regardless of their size, shape or budget. By prioritising affordability and diversity, Fashion Nova aims to empower customers to look and feel their best without overspending, subsequently fostering confidence and individuality.

Fashion Nova is also committed to leveraging the power of social media to establish a relationship with its customers. The brand strives to build a community rooted in self-expression, creativity and empowerment. Per the website: ‘Our team works around-the-clock to bring you the world’s hottest styles. We forecast fashion trends before anyone else, and introduce 1,000+ new arrivals to our site every week! We listen to our customers and are always finding innovative ways to improve and deliver the most coveted styles at a moment’s notice… We cater to anyone who has an affinity for fashion. Regardless of shape, personal style, or gender, we’re here to fit everyone.’

Products and Services

Fashion Nova offers a wide portflio of size-inclusive apparel and accessories for men, women, and children. Its collections include dresses, jeans, tops, outerwear, swimwear, activewear, and lingerie. The brand is particularly famous for its curve-hugging jeans and club wear. In addition to apparel, Fashion Nova provides a selection of footwear, handbags, and jewellery. Its designs are frequently updated, with new arrivals added daily to ensure customers have access to the latest trends. Fashion Nova’s commitment to affordability and fast shipping has made it a favourite among budget-conscious shoppers seeking trendy, Instagram-worthy looks.

Awards and Recognition

Fashion Nova is recognised for its ability to deliver trend-driven, affordable fashion that appeals to a broad audience. The brand specialises in quickly replicating celebrity and influencer-inspired styles, offering them at accessible prices. Their size-inclusive collections, particularly in women’s apparel, cater to diverse body types, making them a go-to choice for fashion-forward, budget-conscious shoppers.

In addition to its fast-fashion model, Fashion Nova is renowned for its use of social media marketing and influencer collaborations. The brand partners with high-profile celebrities and social media influencers to promote its products. In 2019, Fashion Nova was recognised as one of the “Most Googled Fashion Brands” globally, surpassing established luxury labels like Gucci and Louis Vuitton. Its influence in shaping the fast-fashion industry continues to be acknowledged by industry experts and consumers alike.

Key Team

  1. Richard Saghian – Founder and Chief Executive Officer
  2. Keshia Hawkins – Chief Marketing Officer
  3. Michael Turner – Chief Operating Officer
  4. Jessica Gomez – Director of Social Media and Influencer Relations
  5. David Lee – Chief Financial Officer

References

  1. “How Fashion Nova Won the Internet”. WWD
  2. “Inside the Fashion Nova Hype Machine”. The Business of Fashion
  3. “Richard Saghianis One of the 500 People Shaping the Global Fashion Industry in 2018”. The Business of Fashion
  4.  “Fashion Nova Launches New Inclusive Denim Line”. Sourcing Journal
  5.  “Fashion Nova Is Launching a Men’s Clothing Line”. Cosmopolitan
  6. “SB 1399 makes retailers accountable for garment worker pay”. Los Angeles Times
  7. “Apparel industry wage-reform bill, SB 1399, dies in Assembly”. Los Angeles Times.
  8.  “Fashion Nova Steps Into the Beauty Space with “Maven Beauty”—and Everything Is Under $20”. Byrdie.
  9. “Fashion Nova’s Founder Has Spun A Billion-Dollar Fortune From Fast Fashion”. Forbes
  10. “Cardi B Launches Her Fashion Nova Line In Los Angeles”. HotNewHipHop
  11. “Why Cardi B (and every other celebrity on Instagram) loves Fashion Nova”. Vox
  12. “Fashion Nova Released The Best Celebrity-Inspired Halloween Costumes”. www.refinery29.com
  13. “watch Cardi B bring out Lil Nas X for “Old Town Road” at her Fashion Nova launch”. BrooklynVegan
  14. “Cardi B and Fashion Nova Are Donating $1,000 Every Hour to People Impacted by COVID-19”. Complex
  15.  “How Fashion Brands, Designers and Industry Leaders are Supporting the Black Lives Matter Movement”. Us Magazine
  16. “Megan Thee Stallion’s Fashion Nova Collection Is Here”. Essence
  17. “Megan Thee Stallion’s Fashion Nova Collection Sales Top $1.2 Million on Day 1”. TMZ
  18.  “Megan Thee Stallion & Fashion Nova Launch $1M ‘Women on Top’ Fund for International Women’s Day”. Billboard.
  19.  “Fashion Nova’s Secret: Underpaid Workers in Los Angeles Factories”. The New York Times.
  20.  “Fashion Nova responds to report of clothing being produced by underpaid factory workers”. Fox News.

 

Read More:

Fashion Nova:A Look At The Top Trends and Styles

Stella mcCartney leaves LVMH fabc

Issiie miyake

what is the sandwich method in fashion

cybrpunk fashion