Of course, as Wallace's tweet illustrates, the internet will always find a way to comparison shop. Somebody buying that from Fashion Nova because it says 'Fashion Nova' - they can't compare prices, because that's the Fashion Nova label.' Related Articles: The Rise of 'Instagram Brands': How the Platform Is Leveling the Fashion Playing Field Influencer-Favorite Label I.Am.Gia Brought Instagram to the Runway in Sydney 9 Emerging Labels You're About to See All over Instagram 'But I cannot do that with a private label garment, so it also serves as a protection for the store. 'If I'm on mobile or on Instagram and I see a Calvin Klein or a Ralph Lauren garment, I can double check whether that garment with that label is in any other store at a discounted price,' says Metchek. It's a lucrative avenue for retailers, she explains, not just because of the higher margins (which can be around 70 percent compared to 50 percent for most branded apparel), but also because, at least in theory, customers can't compare prices with competitors. The 54 Best Street Style Looks From New York Fashion Week Spring 2023 The site doesn't list any third-party brands, but unboxing videos on YouTube show customers receiving products with labels like Ambiance, Sneak Peek, WAX and Cello, alongside items with 'Fashion Nova'-branded tags. The impressive rate at which Jenner's looks were replicated was prime material for a meme, resulting in a viral tweet that read: 'The devil works hard, but Fashion Nova works harder.'įashion Nova declined to comment for this story, but the retailer recently said that it works with about 1,000 vendors, mostly in Los Angeles and China, who together manufacture enough product for it to release 600 to 900 new items per week. For example, Fashion Nova began promoting a capsule based on the outfits Kylie Jenner wore on her 21st birthday less than 48 hours after the celebrations commenced. Meanwhile, new labels seem to pop up every day on Instagram offering of-the-moment styles that look, well, suspiciously similar to one another, tapping into a social media-fueled fashion environment in which branding and speed-to-market are often the most important things a brand can bring to the table.

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