Fashion Nova
Fashion Nova

Fashion Nova is that one retail company that almost everyone has heard of. From parents to teenagers, many people shop Fashion Nova or have friends that buy their clothes and other fashion items from the company. This company was founded by Richard Saghian in 2006. He initially ran the company from a store in Panorama Mall, Los Angeles, selling clubwear to ladies. During the period, he was able to interact with some of these customers and get to understand them better.

Building a good relationship with the customers made it much easier when he wanted to scale the business. Initially, Saghian wanted to build 100 brick-and-mortar stores across the United States. However, he discovered that there were people making money online selling the same things he was selling at high prices. So, he decided to take his business online instead.

One of the things that made the business thrive and take off almost immediately was the customer relationship that Saghian built as he was working in the store.

What do we mean?

Before Saghian launched the store, he decided to post pictures of the brand's outfits on Instagram. He uploaded pictures of customers wearing the outfits, shared them on their platforms and with their followers, and ultimately increased Fashion Nova's reach.

Not so long after, the Instagram page hit 60k followers, and Saghian decided to launch the e-commerce store. All the items on the inventory sold out the first weekend. This was just the beginning of Fashion Nova's growth.

The company continued interacting with customers and found out that plus-sized ladies couldn't find good clothes for themselves. So, the company decided to create the Curve collection in addition to making the regular clothes for the plus-sized audience.

Only by communicating with customers has Fashion Nova been able to grow fast. They know what customers want and give it to them.

Let's look at the trending ways in which Fashion Nova engages their customers and makes more people shop with them in the long run.

How Fashion Nova Connects With Customers

Instagram

This is one of the ways Fashion Nova reaches out to customers. It offers direct access to them.

All Fashion Nova Instagram pages have over 20 million followers, actively scrolling through the pictures on the site, tagging their friends, or saving a screenshot. Some of them are also dropping comments on the clothes, to which Fashion Nova responds.

Fashion Nova asks customers questions on Facebook and Twitter and takes their answers to constantly improve their products and services.

They also connect by uploading pictures of their followers on the Instagram page. Fashion Nova goes through the pictures of NovaBabes on Instagram, selecting pictures to upload on their pages.

This increases customer engagement, as more people want to feature on their pages, which leads to more followers if other viewers like their pictures.

This is not the only way Fashion Nova connects to the customers. The company also does things that pull more people (who may not have been customers) to the site.

Let's take a look.

Giveaways

Fashion Nova does giveaways at specific periods that allow more people to become followers and eventually buy some of their products after scrolling through their Instagram page.

For instance, Fashion Nova does something called New Year Eve Sweepstakes at the end of the year.

On December 27, 2019, they gave people a chance to win a $500 Fashion Nova gift card. All these people needed to do was follow @FashionNova on Twitter, retweet the post they made about the giveaway, and wait to see if they won.

The rules are always pretty simple, and someone eventually wins the prize. This particular tweet made on December 27, 2019, had over 2,500 retweets, which means many people participated.

They hold these sweepstakes at the end of the year. It was done in both 2018 and 2019. All legal US residents over the age of 18 could take part in the competition.

For some of them, like the one listed above, participants just had to perform a small task to qualify. While for others, there's a long list of guidelines. But, most times, all you need to do is follow the account they ask you to follow and tag a certain number of friends in the comment section of eligible posts.

Prices to be won usually include a Fashion Nova gift card, AirPods, Macbook Air laptop, Sony camera, and an iPhone.

Because the prize list looks good, many people participate in the competition, hoping to win.

To select the winner, the sponsors do a random drawing of the entries submitted and pick a potential winner who is announced via Instagram story or Twitter, depending on the competition's platform.

Then, the winner is contacted via Instagram DM. If the winner cannot receive prizes for any reason, an alternate winner is selected from the random drawing and gets the prize.

Fashion Nova is well-known for interacting with customers and trying to help more people. In April 2020, as the coronavirus kept spreading and more families were affected, Fashion Nova partnered with Cardi B to give out $1,000 every hour for 1,000 hours. So, they gave a thousand people money to help them get through the period.

The company has promised to always look for ways to help customers and make the world a better place. We also expect another giveaway from them at the end of this year.