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Research Outline
Prepared for Rachel D. | Delivered October 16, 2019
Influencer Marketing - Fashion
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Goals
To understand the influencer marketing activities of ASOS Plus Size, Fashion Nova Plus, and ELOQUII.
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Early Findings
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.
Nicki Minaj and Khloe Kardashian
are also influencers for the brand.
The hashtags
#NovaBabes or #NovaStars
are used by customers, and the company likes and comments on each post, often sharing them on their own Instagram account.
Katie Hain
, an influencer with almost 20,000 followers, often mentions Fashion Nova. She advocates for affordable fashion on her Instagram and YouTube accounts.
Fashion Nova is "one of Google's
top trending fashion brands
of 2018."
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
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.
Asos is
increasing its investment
in influencer marketing after a shaky six-month period.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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