Fashion Nova, the online retailer for women, surpassed several designer brands on Google’s most-searched in 2017. It’s the first time they’ve ranked higher than the like of couture brand, Chanel.
Rivaling the likes of Chanel and Saint Laurent, Fashion Nova has surprised those who view designer brands as essentially the most popular. So, as a troll who would comment on a news article might say, why is this news? Who cares?
Well, by overtaking them in Google’s most searched for fashion brands, it means a very real shift in the market and what consumers want. And, it’s quite significant. Not forgetting, it’s a massive boost for Fashion Nova itself. Online retailers offer consumers like you and me what brands like Dior can’t; fashion with affordability. Millennials, or simply those of a younger generation, are living in a different climate now. We have the ease of online shopping at our fingertips and the cost of living is high so a lot of us can’t casually fork out thousands for a handbag that we’d covet any other day. Retailers like Missguided or Boohoo are relatable to those who made Fashion Nova a high ranking site and they’re accessible. Is fast fashion the route to pursuit? Whatever the answer may be to that, this latest news was inevitable.
Top 10 Most-Googled Fashion Brands in 2017
1. Gucci 2. Louis Vuitton 3. Supreme
4. Fashion Nova 5. Chanel 6. Yves Saint Laurent
7. Christian Dior 8. Dolce & Gabbana 9. Valentino
There could be another reason too, however. Some months back, artist Cardi B, who recently announced a partnership with Steve Madden (shop here), said she was shunned by designer brands and Fashion Nova was the only one who had offered to dress her. Celebrities have been pointing this out for years and it’s now becoming a challenge for the relevant labels. Do you think the division between brands and who they dress will soon become blurred? Or, is this a wider, more complex issue?
The modern influencer is a solid marketing tool and Fashion Nova has added thousands to its name, including Kylie Jenner, in a move to drive the site beyond expectations. The retailer may only be 11 years old but it’s certainly punching bigger [rank] numbers than Chanel and D&G.
One thing Fashion Nova can teach designer brands: it pays to be inclusive.