Fashion Nova, a fast fashion e-commerce company based in Los Angeles, California, is known not only for its clothing, but also for its quirky marketing campaigns.
The brand was founded by CEO Richard Saghian in 2006, operating out of a mall in California and selling expensive clubwear. According to Los Angeles Times, the company has since grown through online sales supported by social media, posting annual sales of over $1 billion.
As part of its unorthodox marketing, the company sent an automated text message on Wednesday, January 25, 2023, which kicked off an online meme fest. The message said:
“Fashion Nova: It’s guaranteed to be faster than Yo Man”
‘Their marketing team is second to none’: Netizens respond to Fashion Nova’s hilarious promo post
The brand’s automated promotional messages are notorious for being unorthodox, hilarious, and outrageous at times. Needless to say, Twitterati shared their take on the latest post.
While some praised the marketing team for the eye-catching text, others shared hilarious memes and comments about the campaign. Here are some comments seen on Twitter:
Fashion Nova CEO Richard Saghian started his career working in his father’s clothing store in Los Angeles
Born into an Iranian-American family, Richard Saghian worked in retail at his father’s boutique, Daily Women’s Clothingbefore founding Fashion Nova in 2006. In an interview, he attributed his success to his early days in retail, saying:
“I don’t think I would have been able to do this without all my experience in retail, from the days of brick and mortar to the days of e-comm.”
saghian said paper magazines that most of Fashion Nova’s business comes from social media engagements, particularly on Instagram, with various influencers and models through a campaign called “#NovaBabes”.
The founder is often referred to as “one of the first fashion entrepreneurs to understand the power of buying on social media”.
The brand boasts partnerships with celebrities like Cardi B, Kylie Jenner, Amber Rose and Megan Thee Stallion.
Speaking of the intent behind marketing campaigns, Saghian once explained:
“I realized very early on that it was by penetrating into the minds of my clients that I grew…”
The CEO is known for spending on luxurious and sought-after properties. Last year, he bought a megamansion called The One at auction for $141 million. He owns a property at Billionaire’s Beach in Malibu from Netflix’s Ted Sarandos and a residence in Hollywood Hill that was previously owned by Avicii.
Past bot messages explored as Fashion Nova faces possible class action lawsuit
On April 13, 2022, the fashion brand sent a text message, stating:
On December 20, 2022, the brand sent out a Christmas Day promotion stating:
“HO-HO-H*E It’s time to SLAYYY 1-Day Shipping Order TODAY and get your WAYYY B4 Christmas order!!”
Here are some other texts sent by the company:
On November 3, 2022, a class action lawsuit was filed against the online fashion brand, claiming the brand violated the Florida Telephone Solicitation Act (FTSA) for “unlawfully sending automated promotional text messages to consumers without their consent.”
The plaintiff claimed that the company sent the following text without prior consent given to contact his phone number:
“Fashion Nova: HURRY UP!! The BIGGEST Labor Day Sale EVER starts now!! 40% OFF EVERYTHING Use code: LD40″
While many companies send automated text messages, Fashion Nova’s quirky content might not appeal to everyone.
The company was also previously criticized for not paying workers and removing negative reviews.