Their success is due to their ultra-fast-paced organization from design, the company deals with over 1,000 manufacturers, to same day delivery, available to customers within 40 miles of LA. It takes FN 24h to create a prototype, photograph it on a model and post it online. In 2017, CEO Richard Saghian said “the company grew by 600 %” and in 2018, Google placed it the most Googled fashion company, before major luxury fashion brands.įashion Nova’s business model is based on sensing the popularity of certain IG influencers’ style in order to immediately offer a copied version at very low price, ranging from around 9 to 50$, on their online store. FN experienced a rapid expansion since the launched of its online service in 2014. Most of IG users are between 13 and 29 years old which turn out to be FN’s targeted crowd. A quick overview shows that IG and e-fashion will respectively experience promising growths while both attracting the same age segment as well. With over one billion of monthly active users, IG is the leading platforms for influencer marketers. The ER, a clear indicator of crowd’s taste considers the number of likes and comments in its equation and constitutes a free, easily accessible data.Īfter Instagram (IG) became so popular, Fashion Nova, a low-cost e-fashion company has developed a winning scenario by exploiting user’s ER on one hand and asserting the brand’s reputation on the other hand using paid partnerships with the same IG influencers whose style was emulated, thus rising from anonymity to pop-stars favorite’s brand in only a few years.
Fashion Nova seems to have mastered the art of “crowd reading” by monitoring Instagram’s user’s Engagement Rate on the photo sharing platform. While “it is notoriously difficult to predict which people and which products will succeed in the creative industries”, a safe solution is always to use the crowd’s opinion as a compass.
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