Markets and customer trends have been evolving consistently for the last few years, and as a result marketing techniques have changed dramatically. As a result, people have started to question the relevance of Influencer Marketing, a marketing strategy in which companies target and promote their items by focusing on people who have a positive influence over potential buyers. If we take a deeper look, we come to know that influencer marketing is up and thriving. It has just changed its form. Social media remains the focal point of influencer marketing. Why? Because about 2 billion users use Facebook daily. Over 500 million users log into Instagram and check out their feeds daily. Marketers go where users are. And social media is where influencers are too.
Fashion Nova’s Dramatic Success Due to Influencer Marketing
Fashion Nova is the living example of how influencer market can take up businesses within months. Fashion Nova was started by Richard Saghian, whose plan was to totally rely on social media for marketing and advertisements. No TV, not billboards. Within 18 months, Fashion Nova’s revenue skyrocketed to $400 million. The company that started with just 10 people now has 600 employees. The brand has over 9.1 million followers on Instagram. Literally hundreds of clothing stores pop up online daily, but how did Fashion Nova manage to get success by total reliance on social media and became a behemoth brand in the clothing industry? The answer is “Influencer Marketing”. Fashion Nova has a network of over 3,000 social media influencers. These influencers include celebrities, fashion bloggers, beauty Vloggers and famous women.
These influencers wear Fashion Nova’s jeans and other clothing items and post their photos on their social media accounts. One of the biggest stars Fashion Nova managed to get for influencer marketing is Kylie Jenner. Others include Nikkii Baby, Cardi B and Dascha Polanco.
A single photo of Kylie Jenner posing in Fashion Nova jeans got over 2.6 million likes on Instagram. Imagine the number of orders Fashion Nova must have got after this single post.
Fashion Nova’s company tagline is also crafted on the idea of stars. The company subtly influences its target market by motivating them to take an inspiration from the women who are “Nova Stars”.
“We at Fashion Nova believe the customer is the Star. The girls who rock our styles are adventurous, inspirational and badass. A Nova Star is always the best dressed girl in the room. Her confidence is what truly shines, but her Fashion Nova outfit adds that extra sparkle. We strive to provide awesome service, unbeatable prices and the hottest trends”
The Future of Influencer Marketing
Influencer marketing will keep thriving in the coming years. Market research firm Acorn’s latest survey showed that over 84% marketers plan to launch influencer marketing campaigns over the next 12 months. Around half of the internet users are using ad blockers. As a result, marketers have no choice but to turn to influencers to market and promote their products.