Modern fashion brands can’t simply provide fresh styles to attract younger generations of shoppers. Gone are the days when customers would simply walk through a mall and buy what they saw in the windows of brick-and-mortar stores. These days, the bulk of shopping is done online, where more than 2.14 billion people purchase most of their goods from the internet. Websites must do their best to win over the loyalty of millennials and Gen Z shoppers, who want brands that reflect their values and embrace their diverse attitudes towards life.
These days, fashion brands must help every individual express themselves in a unique and fresh way. No one wants to copy each other or imitate other styles. That’s why Fashion Nova, a brand started by CEO Richard Saghian, has emphasized the importance of new styles every week. Designers put out as many as 1,000 new looks every month in order to keep up with the demands of their loyal customers, who love to model and pose in these new outfits on Instagram and TikTok.
But Fashion Nova has also sought to mirror the views and meet the needs of their loyal customers in many ways, especially when it comes to activism, diversity, and financial strategies to help customers keep affording the clothes they love.
Embracing the Activism of Younger Generations
The prominent Black Lives Matter (BLM) movement and its supporters staged a series of demonstrations in 2020. Black people and their allies came to the streets and social media to demand that George Floyd and other victims of state-sanctioned violence get the justice they deserve.
Fashion Nova pledged a million dollars to help fight for racial equality and opportunity. Some of the money went to Black Lives Matter, Know Your Rights Camp, and the NAACP Legal Defense and Education Fund, which were all part of the project.
Promoting Brand Diversity
With a heavy emphasis on making sure a wide variety of sizes are available, as well as establishing the Curve collection to meet the needs of those shoppers who appreciate size diversity, Fashion Nova made sure that its products served as many customers as possible.
Positive body image has been included in Fashion Nova’s internet marketing approach as well. The Fashion Nova Curve Instagram page is filled with sexy clothes on curvy Instagram models of all shapes and sizes.
Fashion Nova’s marketing campaign also includes curvy and plus-size celebrities. The company collaborated with Tess Holliday, a curvaceous and body-positive model who has encouraged women with similar body proportions to love and display their beautiful curves.
As a way of expressing her undying love for Fashion Nova jeans, Megan Thee Stallion, a famous American rapper, partnered with Fashion Nova to launch a western-style themed denim collection dubbed ‘Hot Girl.’ This collection launched in November 2020 featured classic jaw-dropping jeans for women of all shapes and sizes, especially the tall ones.
Financial Freedom with AfterPay Partnership
Fashion Nova designs clothes for everyone to wear and model on their social media pages, regardless of their shape, appearance, or financial status. The company seeks to provide all people with affordable designs to expand their closet and their outfits for whatever occasion they want to dress up (or down!) for. That’s why the company partnered with Afterpay, which allows customers to stagger out payments for their purchases over time, instead of paying for something all at once.
In September 2021, the company announced its new partnership with Afterpay. Saghian said, “We’ve always prided ourselves on providing consumers easy and affordable access to the trendiest styles. The partnership with Afterpay further enables our customers to buy their favorite looks in a way that is both seamless and convenient.”
Launching Fashion Nova Kids
In another effort to win the loyalty of new customers from even younger generations, Fashion Nova released its Fashion Nova Kids line in 2020. Whether kids of all ages want to look good at school or show off at a birthday party, their parents can purchase some of the hottest looks in kids’ fashion from the brand so that they can look their best.