Viral and Unfiltered:The Texts That Took the World by Storm

Fashion Nova is a brand known worldwide for its trendy, fashionable clothing, shoes, and accessories. However, it’s also famous for its outrageous, yet totally on-brand, email and text

marketing. Consumers who create an account with the brand and add their number often have no idea what they’re signing up for.

One thing I can applaud Fashion Nova for is how they consistently stay on top of current

trending topics. They don’t take a traditional approach to marketing, though. Their style is

vulgar—some would even say ‘out of pocket.’ For example, when everyone was receiving their stimulus checks, they seized the opportunity and sent out a text message saying, ‘When That Stimulus Deposit Hits... Save Up To 80% OFF SITEWIDE. Use Code: STAYIN*). Shop ASAP.’This bold move didn’t sit well with some consumers, and it’s just one example among many.

Occasionally, their texts contain curse words, which I don’t always find appropriate, but it

does play into the shock factor that the brand capitalizes on. I appreciate taking a creative

approach to ensure that a message is communicated clearly, so from a marketing perspective, I can understand how these outlandish texts and emails can resonate with their audience and attract more clients. I would encourage Fashion Nova to continue marketing the way they currently do, but to pivot slightly to ensure that their consumers don’t become offended by their word choice.

I would describe Fashion Nova’s marketing approach as innovative because no other brand is taking the same risks they are. Most brands tend to play it safe with their marketing to

avoid backlash and maintain professionalism. However, Fashion Nova is receiving a large

amount of attention because people are discussing the brand’s advertising tactics across

multiple social media platforms.