That Fashion Nova Fit

                                                                           Figure 1- Cardi x FN

Fashion Nova is a American clothing brand that built a name for itself following their jeans, that sell for $35. The reason why customers love their jeans so much is because, of the stretch denim in the jeans that fit perfectly around the hips and waist. The brand has said to have better jeans than Topshop.

The Fashion Nova x Cardi B collection was launched on November 15th this year and the collection features everything from coats, dresses and shoes. The collection was only advertised through their Instagram account, e-marketing as well as, the brand having a launch party for the collection. Even though, the brand used little advertising to promote the collection, the collection ended up being sold out twice after being restocked. This shows the influence and increase in social media and through social media platforms like Instagram & Snapchat customers can voice their opinions without going through customer service. Additionally, the launch party for the collection was covered by magazines and newspapers like Metro, Teen Vogue and Hollywood Life. The press initially gave Fashion Nova a substantial amount of advertising meaning the collaboration would gain a wider appeal from potential new customers.

Social media allows people to comment theirs thoughts on the current collection and allows the brand to see what they change for their next collection. Also, this is now Fashion Nova builds a relationship with their customers through a marketing theory called relationship marketing. The organisation is building brand loyalty when they are updating customers on social and through emails about their upcoming collections or when out of stock products are now restocked and available again to buy.

Figure 2- Nene Leakes Fashion Nova Launch                              Figure 3: Iggy Azalea FN x Cardi B

The brand heavily rely on celebrity endorsements and content marketing rather traditional advertising methods like magazines. So a collaboration with rapper/influencer Cardi B was no surprise. Cardi B first hinted on her working with the brand on her song "She Bad" stating that "I can buy designer but, that Fashion Nova fit". Through this tagline Cardi B is establishing the brand`s position in the market as many people see Fashion Nova as an affordable alternative to designer brands like Versace and Chanel but, still have great quality. Also, the fact that the collaboration was alternatively announced through a song links to the use of Spotify as it has 70 million subscribers as 26% of subscribers in the US are millennials. Whom happen to be part of Fashion Nova`s target audience.

In addition to this, when the collection was launched some influencers received an invitation from the brand to attend the launch of the collection. "Blogs are one of the fastest-growing areas of what has become known as consumer generated media. Bloggers are out there sharing opinions and brand experiences." (Scott 2007). Consumers view influencers as everyday people like themselves who they can relate to more than a model. For example, YouTubers like Patricia Bright and Monica Style Muse who gave a critique of the items in the collection and genuinely said they liked most of the collection.

                                                                       

References
Posner, H. 2015. Marketing Fashion:Strategy, Branding and Promotion. 2nd edition. London: Laurence King

Scott, D. 2007. The New Rules of Marketing and PR. Hoboken: N.J