FASHION NOVA - Stimulus Check Promotion

While perusing through my daily gossip sites (the fact that this is the new normal to me is depressing), I heard of the recent backlash Fashion Nova received in their newest marketing scheme. Fashion Nova if you didn't know has been known to be a pretty problematic company. Their main focus has been to create knockoffs of famous celebrities attire such as Kim Kardashian at low reasonable prices. (Not only that but they have been received multiple lawsuits from celebrities and major brands for copyright infringement.) They have made a name for themselves through their connections, partnerships, and collaborations with social media influencers. While they started off being solely an online company, they have now expanded their reach by opening 6 locations (all being within the LA County and San Fernando County areas). The value proposition of the company is obvious, which is supplying consumers with their fast fashion fix at low and reasonable rates. Their ability to deliver this so quickly has kept them ahead of their competitors, and making them an influencers dream for access to the newest trends. This personally holds interest to me as I am an Apparel Major/Business. I feel like it's a disservice to the designer to create knockoffs of their own designs. I understand that not everyone can afford to buy handmade or "high-end" apparel. It's just that I feel there are other ways to ethically make a buck.

Since these are trying times and companies have been trying to think of unique ways to build and maintain their clientele. Fashion Nova has reached a new low. There has already been talk about how social media influencers are losing their sponsors and partnerships with brands. This isn't a surprise as these partnerships and events with influencers cost brands millions in money. With people being more conscious about their spending and bank accounts, brands have been reassessing their expenses and marketing plans. There isn't a need for influencers if people aren't buying these luxuries right now.

As you probably have heard through the grapevine and felt in your checking accounts. There is a little buffer in cash that has come through in the form of a stimulus check. This check is suppose to help alleviate some of the burden that has befallen each and every one of us during this pandemic. Fashion Nova (an already ethically and morally suspicious company) recently took this news as a marketing opportunity. When news of the stimulus checks coming through arose, Fashion Nova thought to reach to past consumers via a text message reading "When That Stimulus Deposit Hits". As you probably surmise through this tragic time, it was not received well and many stated how "ignorant" and "insensitive" their new marketing tactic was to their consumers. (While many writers have said they have reached out to Fashion Nova for a response, none have been reported.)

If I were part of their brand/product managing team, I would most definitely look for a more conscious way of marketing to people especially through this sensitive time. I think one of the best ways is to relate to people. They could do this through telling stories of how people are dealing with the pandemic, overcoming obstacles, and how the company itself is helping others, all the while selling clothing. I also think that the company could work on being more transparent. Being constantly tone deaf is not going to help their company's longevity. While most of their consumers are young, there is not one person who has not felt the effects of this pandemic in some way, shape, or form. As we learned, "people don't buy what you do, but why you do it". If people were to know Fashion Nova was a more ethically minded company, I don't think they would have to rely on marketing tactics such as this to reach their consumers. People would just want to buy their products because of why they are doing it. For example, a great marketing strategy would be for them to make masks for the community and donate them. They have the work stations, the tools, and supplies to make this happen. (Though in all honesty they probably have sweat shops all over the globe. So they would have to find a way to make this area ethically sound, while also maintaining a low price point.)

This has shown me that it is really vital to work for a company and/or organization that you are morally and ethically aligned. Times like this we can really see how company's respond to their employees, consumers, and the world. I believe going forward after graduating I will have to find these qualities in my future employer. Not only that but if I am looking to own my own small business one day, I need to think of ways I would respond to difficult situations (i.e. like the pandemic) and run my business.



Link to article: https://www.papermag.com/fashion-nova-stimulus-promo-2645747262.html?rebelltitem=5#rebelltitem5