According to The Cut, Fashion Nova is branching into beauty with their new line, Nova Beauty. Basically, Fashion Nova wants to be a lifestyle brand, and they’re coming for big brands’ customers with everything they’ve got.Ĭhoosy is using AI to copy influencers’ style and get it to the customer in under two weeks. The move will speed up fast fashion, challenging retailers like Zara and H&M. It’s a match made in social media marketing heaven. This year, they’re partnering with Cardi B, who is working on a fashion collab with the brand in the wake of her new album launch. Not only is Fashion Nova extremely active on social media (always interacting with customers, re-posting 30 customer looks a day, etc.), but they’re getting shout-outs from Millennials’ and Gen Z’s favorite celebrities. According to Google’s 2017 report detailing top searches, Fashion Nova beat out some big brands with its low-cost, fast-fashion favorites. If you haven’t heard of Fashion Nova yet, it’s time to get familiar with the “the Millennial clothing brand” Googled more than Chanel. So what are they going to like next? These five indie brands are earning major buzz and gaining big followings by rethinking everything from marketing to merchandise: According to our most recent shopping and fashion survey, 52% of 18-36-year-olds tell us they like to buy things from smaller, less known brands, and 88% say they don’t care about what brand an item of clothing is, as long as they like it. While H&M and Zara’s sales shrink, brands like Represent and MNML are taking new trends and turning them around for public purchase at hyper-fast speeds, often producing eerily similar pieces to authentic, higher-end work. A wandering eye is built into young consumers’ shopping preferences. According to GQ, indie fashion brands are upending the fast fashion industry by reaching young consumers on Instagram, and undercutting original designers with knockoffs. We’ve pointed out that indie brands are taking big bite out of the market for young consumers. It’s no wonder big brands are scrambling to figure out a startup strategy. Of course, Amazon has also been rumored to be eyeing innovative fashion startups like Le Tote and Everlane. In 2017, Walmart purchased online fashion womenswear darling Modcloth, and shortly thereafter, continued their e-commerce buying binge by buying men’s fashion site Bonobos. They’re not the only one to try to align with relative newcomers to the fashion world. And that figure is only expected to grow. According to Business Insider, not only is Nordstrom selling Instafamous brands like Allbirds, Everlane, and Reformation, those “strategic” brands account for about 40% of their current revenue.
How much have indie brands shaken up the retail world? Enough that some major retailers are stocking them instead of fighting them. These newbie names in fashion and retail are pulling in young consumers thanks to new approaches to marketing, manufacturing, merchandise and more…
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