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Fashion Nova's Support for the Black Lives Matter Movement

Fashion Nova's Support for the Black Lives Matter Movement

Fashion Nova, an ultra-fast-fashion brand founded in 2006, has over 10.7 million followers on Instagram. The brand comes in contact with even more potential customers through their network of over 3,000 influencers. Fashion Nova identifies as a community-based brand, and has demonstrated that they do not take community-based advocacy lightly. The company has provided exceptional, authentic support to the Black Lives Matter movement by building on the legacy of their #FashionNovaCares initiative. This exemplifies how the brand's broad-based online platform positions the leading retailer to make a positive contribution to social change.

Fashion Nova Cares x Black Lives Matter

In the midst of the COVID-19 pandemic, George Floyd was murdered on May 25th, 2020 in police custody. Seven years earlier, the Black Lives Matter movement was founded by three black women advocating for police reform in response to Trayvon Martin's murder. The movement looks to bring awareness to the bitter, life-threatening realities of being Black in America. In response to the Black Lives Matter protests following George Floyd's death, Fashion Nova met with black community leaders, influencers, and ambassadors. They consulted with each group of stakeholders in order to determine how their brand can best support the movement.

Under the leadership of the company's founder and CEO, Richard Saghian, Fashion Nova announced their expansion of #FashionNovaCares on Twitter and Instagram. The announcement explained that "Fashion Nova Cares was launched to give back and make our world better. As always, we appreciate hearing directly from the community and about how together we can make a difference." The brand later announced their intentions to donate $1 million "in donations for community resources and activism, awareness campaigns, and other initiatives to help in the fight for racial equality and opportunity." The announcement elaborated - "our actions speak louder than our words. Fashion Nova stands Tips for Makeup in solidarity with the Black community." The brand also announced that their donations will start "with making donations to Black Lives Matter, Know Your Rights Camp and the NAACP Legal Defense and Education Fund."

Fashion Nova's Unique Position to Help

Fashion Nova's online reach cannot be paralleled. Their impact positions the brand as distinctly qualified to draw attention to noble philanthropic causes. For example, Saghian works with a network of between 3,000 influencers and 5,000 influencers to promote Fashion Nova. Their influence network includes several Black celebrities across their many fashion lines, such as The Game for Fashion Nova Men and Megan thee Stallion, Teyana Taylor, and Cardi B for the brand's womenswear. By keeping in touch with the Black demographic, Fashion Nova breaks free from the tendency of women's fast-fashion to neglect diversity.

Fashion Nova's commitment to the Black Lives Matter movement demonstrates that they do not take the Black community for granted. This puts meaning behind their statement of "we support you as you have supported us. #BlackLivesMatter." The women who promote Fashion Nova, for example, look like the customers that the brand intends to serve. This "niche-first" strategy makes waves in the industry, with Forbers noting that Fashion Nova's attention to people of color speaks to marginalized audiences that value recognition. This in turn helps the brand's customers feel even more connected to the brand. Since Fashion Nova caters to people of color, their expansion of Fashion Nova Cares to include BLM-related initiatives is especially vital.

How #FashionNovaCares Began

Fashion Nova Cares first began in Spring 2020 to assist those enduring significant hardships in response to COVID-19. In a partnership with Cardi B, the brand announced their plan to donate $1,000 every hour until May 20 to those who are under severe financial strain as a result of COVID-19. In total, Fashion Nova Cares donated over $1 million dollars in giveaways to Americans in need due to Coronavirus.

The brand's influence on an individual account level makes an even more noticeable impact. Using Cardi B to promote the COVID-19 giveaway was a strategic decision in getting the word out. Cardi B began her partnership with Fashion Nova in 2016. In 2018, she generated an earned media value of $128, 198 on her Instagram posts about Fashion Nova. It is especially telling when evaluating Fashion Nova's performance, considering the $600 million in revenue Fashion Nova generated in 2017, the year that Cardi B signed her record deal and topped the charts with her debut single "Bodak Yellow." Using Cardi B to promote Fashion Nova Cares guaranteed that millions of Americans in need of financial relief during the Coronavirus pandemic would be informed of this $1,000 giveaway and how to apply.

#FashionNovaCares for Coronavirus relief was an exceptional philanthropic commitment for the brand to make. As one of the world's most searched fashion brands, it is not secret that a majority of the brand's revenue is generated online. Since the company also closed their Los Angeles stores, even more of their transactions were expected to come through the website. Yet the company remains in business 24/7, and all overnight and 2-day methods are still in effect. By taking on a novel philanthropic initiative while business continues, Fashion Nova demonstrates an authentic commitment to assisting communities in need.

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