To understand the influencer marketing activities of ASOS Plus Size, Fashion Nova Plus, and ELOQUII.
Fashion Nova Plus
Fashion Nova Plus partners with over 3,000 influencers and has become known as "an Instagram brand."
In 2013, CEO Richard Saghian realized he needed an ecommerce presence and a way to promote it, so he started using Instagram, posting photos of his best-selling items.
The store's customers were already posting pictures of themselves wearing Fashion Nova clothing, after which Saghian started giving them free products in exchange for them doing more Instagram promotions.
Fashion Nova has celebrity influencers, such as Cardi B, who the company pays $20,000 per month to wear their clothing and post images for her 19 million Instagram followers.
Kylie Jenner is also a Fashion Nova influencer whose posts can garner up to $50,000 in sales for the company.
Fashion Nova posts new Instagram content every 30 minutes for its 15.6 million followers. It also has accounts specifically targeting men (@fashionnovamen with 1.4 million followers) and plus sizes (@fashionnovacurve with 2.7 million followers).
The company's collaborative collection with influencer Cardi B, which launched in May 2019, earned Fashion Nova $1 million in just one day.
Fashion Nova also uses nano-influencers, those who have fewer than 1,000 followers, because these influencers have a much higher engagement rate of 7.2%, compared to 1.1% for those with over 100,000 followers.
Eloquii recently partnered with Katie Sturino, a plus-size influencer, to launch a clothing collection in late 2017.
Emily Ho, a plus-size fashion blogger with over 8,800 Twitter followers, is an influencer for Eloquii.
Influencer marketing has been a key strategy for Eloquii's go-to-marketing plan, gaining insights about its customer's needs and desires.
ASOS Plus Size
Titilola, who has 73,000 social media followers, is an influencer for Asos.