How Fashion Nova Uses Influencer Marketing to its Advantage
If you’re scrolling through your Instagram feed on any given day you’re bound to see a few things: Someone’s brand new kicks, a make up tutorial, and a model promoting Fashion Nova, a California based clothing brand. The outfit they’re wearing is cute, so you click the link to check out what they have to offer. On their page, you find tons of reposted images from their fans posting their outfit of the days and along with posts from celebrities like Kylie Jenner, Cardi B, and Khloe Kardashian and you can’t help but to think how they grew to almost nine million followers.
Influencer marketing has been a huge factor in social media marketing for the past few years. It can be done at low cost in the form of trading free product for a post or giving a discount code to promote. Costs increase by using influencer seeding to pay a range of influencers to post about your brand. In Fashion Nova’s case, both causes have contributed to the success of the clothing brand.
“We work with 3,000 to 5,000 influencers,” says Fashion Nova’s founder and CEO, Richard Saghian to Vice Magazine. “The more people shout us out, the more their fans shout us out. Kind of like a viral Youtube video. We’re a viral store. This way, the brand attracts eyeballs as a rippling effect keeping the cost low in regards to marketing. “We repost about 30 customer photos a week,” Saghian says.
The real money is spent in celebrity including. This is where Kylie Jenner, Cardi B, Chantel Jeffries, K. Michelle, and many of your favorite IG influencers post Fashion Nova’s product to hundreds of millions of followers. Although the dollar amount spent in celebrity influencing spent by Fashion Nova hasn’t been disclosed, we’re positive it’s around six figures and it’s making the return in sales.
“There are a lot of celebrities right now buying our stuff, from actresses to singers,” Saghian says, though he declines to name names. “Hopefully, in the next couple of months, as we make it more popular for people to share where they buy their clothes, we can get those influencers to post.”
Influencer marketing can be a key to success when it comes to product based brands. Having your customers and fans influence your brand, boosting your marketing allows Instagram to do the work for you. To jumpstart your success head over to our shop to explore pages that can help with influencer marketing.