Founded in 2006, Fashion Nova is a worldwide leader in Women’s fashion. They have elevated their Instagram platform and brand recognition through a partnership with Cardi B, a relationship that began before her rise to megastardom and has continued as her reach has become meteoric. Together, their Fashion Nova Cares’ Campaign is giving away $1 million for Coronavirus Relief to make a positive impact and provide both individual-level and family-level relief for Americans detrimentally impacted by the COVID-19 pandemic.
#FashionNovaCARES on Instagram
Like Fashion Nova’s marketing model, the Fashion Nova Cares’ Campaign relies on Instagram to maximize its impact. Founder and CEO Richard Saghian works with a network of between 3,000 influencers and 5,000 influencers to promote the brand. Members of this network typically advertise the clothing to thousands, sometimes millions of followers. High-profile celebrities such as Cardi B and Blac Chyna have collaborated with Fashion Nova; both women have 62.7 million and 16.6 million followers, respectively. The impact of Instagram is initiated in both a grassroots and trickle-down manner. Not only are high-profile accounts involved, but Saghian and his team also post every 30 minutes on Instagram, amassing hashtags such as #NovaStars or #NovaBabes. When customers tag themselves in Fashion Nova, the company’s Instagram account likes and comments on each post; they sometimes even repost the image on their own profile.
This perfectly exemplifies Fashion Nova’s outreach, and with great outreach comes the potential to make a great impact. On April 8th, Cardi B took to Instagram live to announce the Fashion Nova Cares initiative. The #FashionNovaCARES initiative will donate $1,000 USD every hour until May 20 to those who are under severe financial strain as a result of COVID-19. This amounts to $2,400 a day over 42 days, totalling at $1,008,000 USD donated by #FashionNovaCares. Cardi elaborated – “Many of you are struggling to pay bills, feed your families, and take care of your overall essential needs. #FashionNovaCARES& I are giving away $1,000 EVERY HOUR until we’ve given away $1 MILLION DOLLARS to those directly affected by this crisis. Tell us how the $1,000 can help you during these times.” She reminded fans that there is no shame in asking for help sometimes, and also emphasized that these checks are intended only for those who really need it.
The Strategic Partnership of Cardi B and Fashion Nova
There is an exceptional need across the United States for coronavirus relief. Although the United States passed the CARES Act stimulus package for payments to Americans within a certain income threshold, many households do not feel these payments are sufficient, and some Americans don’t qualify for these payments at all. As there is so much work to provide relief for those who need it, Fashion Nova and Cardi B saw a partnership as a positive way to provide relief to customers and fans alike.
Cardi B and Fashion Nova began their influencer partnership in 2016. The rapper Cardi B broke records in 2017 with her chart-topping “Bodak Yellow” and quickly became a hip-hop superstar. As Cardi rose to the top, Fashion Nova grew their revenue by 600%.
The Grammy award winning artist’s sense of humor helps make her opinions viral, even when her opinions are on controversial topics that most celebrities wouldn’t dare lend their insight to. She typically uses her Instagram to highlight social injustices and economic hardships that she witnessed first-hand growing up in Highbridge, the Bronx, New York City. She uploaded a video in March where she vented her concerns about the coronavirus, and a clip of her saying “coronavirus” was remixed by DjiMarkkkeys. The remix became a single and all proceeds are to be donated to COVID-19 relief. This campaign’s co-sign therefore makes this initiative so special.
Richard Saghian elaborated on Cardi B’s announcement by explaining that “Fashion Nova Cares with Cardi B will provide people with necessary relief to help them get through this crisis. As a community-driven brand, we are inspired by the kindness and generosity of others and we wanted to do our part to help those in need.” Individuals can nominate themselves for the Fashion Nova Cares initiative on the Fashion Nova website. The form requests for applicants to provide their email address, phone number (only United States entries), Instagram handle (optional), and their story. In providing their story, applicants are given an opportunity to explain why they are in need and how $1,000 will help ease the burden created by COVID-19.
There is a limit of one entry per individual, and the entry puts those in the running to win at any time from April 8th until May 20th. Each day at 11am and 11pm on Instagram, @FashionNova posts the winners. Winners are also posted on the brand’s website and are notified via email and/or phone number provided should they be selected. Stories will only be shared if an individual gives permission.
One #FashionNovaCARES recipient wrote, “Covid-19 has became [sic] a huge stressor myself but also for my family. I’m the oldest of first generation immigrant parents. I go to college and prior to this I was working a full time job to help with bills at home, since then I’ve been laid off my job and I’m currently unemployed and finding a job is more difficult than it seems. My father is the only man working to make rent to keep a roof over our heads and food on the table, I’m mainly entering for my family, this would be a huge help for us.” This story, shared on Fashion Nova’s Instagram profile, exemplifies the impact that this initiative has not only on individual impact, but on family-level relief.
The Projected Impact
With Fashion Nova’s over 10 million followers,Cardi B’s 62.7 million followers, and the millions of combined followers among Fashion Nova’s network of 3,000 to 5,000 influencers, the Fashion Nova Cares Campaign will surely be recognized across the country. This recognition in turn ensures that those who need extra financial assistance will stay informed about the opportunity. Keeping this projected impact in mind, looking inside the Cardi B and Fashion Nova Cares’ campaign to give away $1 million for Coronavirus relief reveals their partnership’s unique potential to fulfill a social responsibility.