Fashion Nova: This fast fashion giant could teach a class on social media marketing

Fast fashion superstar Fashion Nova started as a single brick-and-mortar store in Los Angeles in 2006. Today, they have five physical stores across Southern California, but the bulk of Fashion Nova’s sales are through their online store. Each week, 1,000+ new apparel items are added to Fashion Nova’s website.

In 2018, Fashion Nova was named the #1 Most-Searched Fashion Brand on Google. How did a small boutique become a go-to online retailer for millions of teens and young adults? Social media marketing. Fashion Nova has heavily invested their time and resources into building a robust social media presence. They have used social media to grow their brand recognition, attract new customers, and increase sales.

Want more information on apparel trends? Check out our Apparel & Fashion: An Industry Snapshot report for insights and brand data. 

Today, Fashion Nova boasts more than 4 million TikTok followers, and more than 21 million Instagram followers. The online retailer posts fresh Instagram content every half an hour, and often reposts customers’ content. But they don’t stop there. Beyond their official accounts, Fashion Nova partners with a wide variety of influencers, both small and large (most famously Cardi B), to ensure that young consumers see their products – whether on Instagram, TikTok, YouTube, or Snapchat.

Using data from QuestBrand by The Harris Poll, we compared Fashion Nova’s sales conversion funnel among the general population of US adults to their sales conversion funnel among active TikTok and Instagram users. Sales conversion funnels track a customer’s journey on the buying process, from initial brand awareness through to product purchase and recommending the product to others.

We can see from the data below that Fashion Nova’s sales conversion funnels are significantly wider among active social media users. This wider funnel is especially prominent among TikTok users – awareness (+21.7), familiarity (+19.4), trial (+12.9), usage (+9.4), and recommend (+5.2). This data strongly supports Fashion Nova’s decision to lean into social media – it is clearly a space where the brand can connect with their target customer.