User:Henrym18/sandbox

History & Expansion

The founder and CEO of Fashion Nova is Richard Saghian a California born, Iranian-American. Saghian’s work experience in the fashion industry began through his father, who also owned clothing stores, where Saghian worked during the summers. Fashion Nova was founded in 2006, originally as a physical chain of stores. Selling casual and club apparel in Los Angeles malls. The ecommerce store was created in 2013 and has since expanded and experienced quick growth in notoriety and revenue.

Products

Fashion Nova’s ecommerce store offers both petite and curvy womens clothing as well as mens apparel. Fashion Nova’s products are supplied based the current trends. It operates as an ultra-fast fashion brand that can produce clothing within 24-hours. The brand uses more than 1,000 manufactures to make over 700 new pieces to post to the site every week. Majority of the products are made in china, though some are made in their warehouse in Los Angeles.Fashion Nova is known for their low pricing on all the items offered on their website, typically being under 50 dollars. The brand is known for embracing and selling for all body types and ethnicities.

Corporate identity

Marketing

Fashion nova's target audience is the younger generation. The brand uses social media as their main source of promotion. In 2018 it was named as one of the most successful brands in obtaining user engagement. Fashion Nova utilizes popular influencers by gifting them clothe to promote to their large followings. The brand uses both models on their website and influencers that look like the customers they are trying to sell too. The company offers trendy fashion pieces at an affordable price point. While shopping on the website they offer consumers discount codes anywhere from ten to fifty percent off.

Social Media

Fashion nova uses social media as their main way to inform customers and promote their new pieces every day. In six years, the brand has cultivated over 17 million followers on Instagram, Twitter and Facebook combined. The company uses both influencers and celebrities to post photos wearing Fashion Nova items and promote to their followers. Such as people like Cardi B, Kylie Jenner, and Christina Milian. Which have a combined following of over 177 million followers. New items are immediately photographed and uploaded to their Instagram ad website.

Philanthropy

Fashion Nova Cares is the company run program used for charity and activism, in support of women empowerment and the community needs. This year Fashion Nova intends to donate 1 million dollars to several charitys and organizations in 2019.

In May 2018, singer and songwriter Kehlani partnered with Fashion Nova to donate 50,000 dollars to multiple LGBTQ charities and organizations in America. Some organizations that received donations are Nashville’s oasis centre, the Boston GLASS (Gay & Lesbian Adolescent Social Services), and Florida’s Method Wellness Program.

In November 2018, On behalf of Fashion Nova, Ernest Dukes their PR person. Donated 25,000 dollars to The Breakfast Club a popular New York radio shows, Change 4 Change Radiothon.

Ethical Issues

Fashion Nova has been accused of exploitation of both their workers and customers. The amount that their factory workers get payed has been in question since the brand starting gaining traction. Fashion Nova has not officially given any details on their manufacturing practices. Fashion Nova has been in question over selling the same designs as other companies, and copying celebrity’s outfits immediately after them wearing it in the public.

Controversy

In April 2017, Fashion Nova faced controversy when they used a petite sized model to model plus sized clothing for the website. Many customers voiced their concerns on Instagram, with some threatening to boycott unless they begin using more plus sized models. When Fashion Nova CEO Richard Saghian was asked to comment, he replied saying there's no difference between plus size and regular size on Fashion Nova's website.

In October 2017, consumers voiced their outrage towards Fashion Nova. When they posted a new sweater to their main website and social media page, named the “Klan hooded Tunic”. The cream-colored tunic was modeled by a lighter skinned woman. This was seen as showing support to the Klu Klux Klan (kkk), which is a historical white supremacist group that targets African Americans. Their signature look is white hood. After the large number of complaints, the item was taken down 24 hours after being posted.

In September 2018, artist Scott Rohlf took to social media to accuse Fashion Nova of stealing his art work, which was used on a graphic on a t-shirt.According to Rohlf Fashion Nova took the design without his permission. When reaching out to the brand Rohlf received no response and the t-shirt was not taken down from the site.

In October 2018, Fashion Nova was called out for being racially insensitive, when they released a geisha Halloween costume on their website. In the Japanese’s culture Geisha’s are women who preform traditions by dancing, singing, and through art. As a result of this the rand was accused of cultural appropriation.

In February 2019, Fashion Nova was called out by socialite and reality star Kim Kardashian for knocking off her designer looks. The controversy began when Kim wore a vintage dress from the designer Mugler and Fashion Nova then released a knock of the dress in less than 24 hours after Kim was seen in the dress. The quick timing was called out by the Instagram account Diet Prada. When screen shots were released of the photoshoot images taken four days prior to Kim publicly wearing the dress. Kim Kardashian immediately denied any affiliation to the brand.