Richard Saghian’s Technique For Keeping Fashion Nova On Top Using Tech
No one can argue that Fashion Nova didn’t change when technology was employed. Many are not aware that Fashion Nova was not always the dominating brand that they know it as today. Fashion Nova didn’t always have 5 brick-and-mortar stores across California or 20 million Instagram followers. In fact, the brand was started in 2006 by Richard Saghian as a small store in a mall. The store exclusively sold clubwear for women in the Panorama Mall in Los Angeles. Everything happened face-to-face in a brick and mortar building. People couldn’t just tap their phone screens and have their orders delivered to them within 24 hours.
All that said, you may be wondering:
What happened to Fashion Nova? How did it go from a small store in a mall to the fast-fashion giant it is today?
Richard Saghian, who learned the ropes behind owning and managing a retail store from his father, sold to ladies who came to the store daily. He personally talked with his customers and engaged with them. He wanted to learn more about what people wanted from the fashion industry.
Saghian continued selling in his store for 7 years, intending to make Fashion Nova a huge US fashion brand. He wanted to own 100 brick-and-mortar stores across the United States. But, that isn’t a goal that could be achieved in just a short time. In 2013, he learned that people were reselling Fashion Nova clothes online for more expensive prices.
Richard Saghian then decided to start selling online. That was the first time he decided to bring technology into the business – a decision that he would later appreciate.
Before Saghian launched the online store, he decided to grow the brand on Instagram. He wasn’t so sure that going online would be a successful move. So, he collected pictures of his customers dressed in Fashion Nova outfits and uploaded them to his Instagram page. Many of his customers had their own Instagram followings. When they reshared some of these pictures with their followers, Fashion Nova’s Instagram page began to grow.
When Saghian hit 60,000 followers on that account, he launched the online store. Everything in the store sold out that weekend.
That was the beginning of technology changing Fashion Nova and catapulting it into the giant it is today.
How Fashion Nova Maintained the Online Store
The Fashion Nova website, itself, allows customers to easily order and track their purchases.
You have probably seen a lot of influencers and celebrities, like Cardi B and Kylie Jenner, on Instagram wearing Fashion Nova outfits and offering discount codes to their followers.
When you use their unique code, they get a small portion of the sales made. It’s kind of like a sales commission.
This is one of the ways Fashion Nova has used Instagram to boost sales over the years. People want to wear the same things they see their role models or favorite influencers wearing, so they follow Fashion Nova’s Instagram page to easily find products they’ll like.
You can see that technology has made Fashion Nova what it is today. Due to technology, the company was able to move from having just 1 brick-and-mortar store to having five stores and millions of online customers.