Fashion Nova History
Earlier company descriptions, brand line-ups, store counts and photographs from the history of Fashion Nova, kept for historical reference.
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The Company Description of Its Time
Fashion Nova is filed from the heart of Downtown Los Angeles as primarily an online fashion retailer, with retail locations in Southern California, shipping globally to the customers it calls Nova Stars around the world. The brand's customer creed leads the historical record: Fashion Nova believes that the customer is the Star. The girls who rock our styles are adventurous, inspirational and badass; a Nova Star is always the best dressed girl in the room, her confidence is what truly shines, and her Fashion Nova outfit adds that extra sparkle. The company strives to provide awesome service, unbeatable prices and the hottest trends. That voice - direct, flattering, social-native - is itself a business fact: this is a retailer whose marketing speaks the language of its feed.
The Instagram Engine
The historical record is unusually specific about how the online business was built, and the specifics are the profile's core. In 2013, Saghian began to consider an e-commerce site, but understood he needed to find a way to direct people to it. He decided to utilize Instagram and would post pictures of his best-selling pieces on models. Instead of building out many brick-and-mortar locations, Fashion Nova focused a good amount of energy on Instagram, posting nearly every 30 minutes throughout the day - and talking to customers on social media. The early success of Fashion Nova was due to the company's following on Instagram; the company was originally known as an Instagram fashion brand. Customers are typically 16 to 35 years old, per the filing.
The product and divisional facts complete the picture. Fashion Nova Curve is a division for plus size fashion - carried in the References below by its own official link, as the historical record filed it. The historical record's summary line calls Fashion Nova one of the top online fashion stores for women, selling club dresses, jeans, shoes, bodysuits, skirts and more, in its own words cheap and affordable fashion online. Read as a whole, the filing describes a value retailer that swapped the mall expansion playbook for a posting schedule - thirty-minute intervals, best-sellers on models, conversation with customers - and let a social platform do the work storefronts used to do.
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