Fast fashion superstar Fashion Nova started as a single brick-and-mortar store in Los Angeles in 2006. Although it currently has five physical stores in Southern California, the majority of Fashion Nova’s sales come through its online store. Over 1,000 new apparel items are added to the Fashion Nova website every week.
In 2018, Fashion Nova was named the #1 most searched fashion brand on Google. How did a small boutique become the go-to online retailer for millions of teens and young adults?Social Media Marketing. Fashion Nova has invested significant time and resources into building a strong social media presence. They have used social media to increase brand awareness, attract new customers, and increase sales.
Want to learn more about apparel trends? Check out the Apparel and Fashion: Industry Snapshot report for insights and brand data.
Currently, Fashion Nova has over 4 million followers on TikTok and over 21 million followers on Instagram. The online retailer posts new Instagram content every 30 minutes and often reposts customer content. But that’s not all. In addition to its official account, Fashion Nova also partners with influencers big and small (most notably Cardi B) on Instagram, TikTok, YouTube, Snapchat, and more to ensure its products are seen by young consumers. Masu.
Using QuestBrand data from The Harris Poll, we compared Fashion Nova’s sales conversion funnel among the general U.S. adult population to its sales conversion funnel among active users on TikTok and Instagram. A sales conversion funnel tracks a customer’s buying journey, from initial brand awareness to product purchase to recommending the product to others.
The data below shows that Fashion Nova’s sales conversion funnel is significantly broader among active social media users. This broad funnel is especially evident among TikTok users. Awareness (+21.7), Familiarity (+19.4), Trials (+12.9), Usage (+9.4), and Recommendation (+5.2). This data strongly supports Fashion Nova’s decision to lean into social media. It is clear that social media is a space where brands can connect with their target customers.
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