"We repost about 30 customer photos a week," Saghian says. For example, one of its knit sets is called " Netflix and Chill." There's a skirt named " Internet Famous." The brand's followers willingly tag Fashion Nova in its selfies and "outfit of the day" posts on Instagram-and Fashion Nova engages with every customer-tagged photo, through likes, comments, and reposts. Saghian claims he now employs more than 600 people and has a dedicated online and social media team that has perfected the art of selling to its customers, who are young women between the ages of 18 and 25.
He says they add 400 to 500 new styles to the site each week. And according to Saghain, Fashion Nova has the supply to meet the demand. Saghian says the company has experienced "explosive growth" in sales within the last year, claiming that three-quarters of its customers return to the site within 90 days. The brand reached 6 million Instagram followers last month, three years after launching the online store. Though Fashion Nova has five brick-and-mortar stores in California, its social media presence has made it a standout among other fast-fashion retailers.
The more people shout us out, the more their fans shout us out. "We work with 3,000 to 5,000 influencers," says Fashion Nova's founder and CEO, Richard Saghian, via phone in his first public interview since founding the company in a storefront in California ten years ago. This is what Fashion Nova, a Los Angeles–based online retailer, does best: plants seeds on social media and watches as pop-culture influencers like Amber Rose, Blac Chyna, and even octogenarian Baddie Winkle post photos of themselves in the brand's body-con minidresses and high-waist distressed denim, convincing fans to buy into the fantasy of dressing like their favorite reality-TV star or Instagram model.
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