Fashion Nova, a fast fashion e-commerce company based in Los Angeles, California, is known not only for its clothing, but also for its eccentric marketing campaigns.
The brand was founded by CEO Richard Sagian in 2006, operating out of a mall in California and selling high-end club wear. According to Los Angeles Times, since then, the company has grown through social media-fueled online sales, boasting annual sales of over $1 billion.
As part of its unorthodox marketing, the company sent an automated text message on Wednesday, January 25, 2023 that kicked off an online meme fest. The message read:
“Fashion Nova: Guaranteed to C*me Faster Than Yo Man”
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<p>Speaking about the intent behind marketing campaigns, Sagian once explained:</p>
<blockquote><p>“I realized early on, what helped me grow was getting inside the minds of my customers…”</p></blockquote>
<p>The CEO is known for spending on luxury and sought-after properties. Last year, he bought a mega-mansion called The One at auction for $141 million. He owns a billionaire beach estate in Malibu from Netflix’s Ted Sarandos and a Hollywood Hill residence that once belonged to Avicii.</p>
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<h3>Past automated messages investigated as Fashion Nova faces possible class action lawsuit</h3>
<p>On April 13, 2022, the fashion retail brand sent out a text stating:</p>
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Fashion nova marketing is literally that unstable https://t.co/ltVOzGlkoG
On December 20, 2022, the brand sent out a Christmas promotion that read:
“HO-HO-H*E Time to SLAYYY a 1-day shipping order TODAY and get an order WAYYY B4 Christmas!”
Here are some more text messages sent by the company:
my day doesn’t officially start until i check my price and get a pushy message from fashion nova https://t.co/EZ8TeKWonD
On November 3, 2022, a class action lawsuit was filed against the online fashion brand, alleging that the brand violated the Florida Telephone Solicitation Act (FTSA) for “unlawfully sending automated promotional text messages to consumers without their consent.”
The plaintiff alleges that the company sent the following text without prior consent to contact his phone number:
“Fashion Nova: HURRY UP!! BIGGEST FREAKING LABOR DAY SALE EVER starts now!! 40% OFF EVERYTHING Use Code: LD40″
While many companies send automated text messages, Fashion Nova’s eccentric content may not appeal to everyone.
The company has also come under fire for not paying workers and suppressing negative reviews.