2018 was compiled of royal weddings, celebrity separations, pregnancies, and secret nuptials that we all had to read up online about. Google tends to be our first source for gossip, but gossip aside, what we really want to know is – what was the most searched fashion brand of 2018?
Google released its 2018 Year in Search findings earlier this month, revealing the top trending fashion searches of the year. Amongst its usual suspects were Louis Vuitton, Versace, Givenchy, Gucci, Alexander McQueen, Dolce & Gabbana, Fashionphile, Dior, and Moschino. However, the most popular fashion brand this year reaching the number one spot and topping them all, was rapper Cardi B’s favorite fast-fashion retailer… Fashion Nova.
This goes to show that successful clothing brands don’t need to be the most expensive, have celebrity-filled campaigns, or need to lead in fashion magazines. Instead, it seems the secret to the brand’s success lies with them working with influencers.
InfluencerDB, a marketing software company that highlights the best performing brands and influencer marketing campaigns on Instagram, found that Fashion Nova engaged more with social media users than their competitors. Fashion Nova cleverly works with women who look like their target customers and more often than not this is women of color, like Cardi B.
The rapper has even taken to Instagram to share her love of the brand. “Still on a budget hoe!!! I could never stop wearing my @fashionnova! Ima wear it till the day I die!!!” she posted. And it looks like Cardi B has stuck to her word. She repeatedly wears the brand when posting on her Instagram, strategically places products in her music videos. and even makes a shout out to Fashion Nova on her debut album.
When it comes to the company’s particularly private CEO, Richard Saghian, Fashion Nova is the house that Instagram built. It produces clothing faster than Zara, resulting in its huge success.