Why customers choose to insta-boycott Fashion Nova
Turns out spamming and violating privacy rights still doesn’t work
Update on April 15, 2020: Not even 24 hours have passed for recipients to receive stimulus checks related to the high unemployment and underemployment rates related to coronavirus disease 2019 (COVID-19), and Fashion Nova still has no couth. This is the text message they sent to past customers today, regarding an 80 percent discount for “when that stimulus deposit hit.
Ninety-two percent of consumers believe recommendations from family and friends more than they do company advertising. It makes sense. When a recommendation comes from a loved one, there’s no commission involved. That doesn’t mean they won’t respect reputable marketing and advertising.
However, being branded as spam marketers works against any company. And fashion apparel company Fashion Nova has fallen into this trap. While their marketing and advertising teams have done an outstanding job of getting celebrities to endorse their products, their spamming hustle made me instantly never want to buy their products. (And apparently the customer service leaves much to be desired too.)
What made Fashion Nova my target?
I’ve changed my phone number a few times over the years. I usually luck out and get a few wrong numbers before all the calls or text messages are for me. But Fashion Nova single-handedly has become the annoying visitor who won’t stop dropping by — for six straight months. However, the company does come in handy for one thing: Fashion Nova teaches marketing and sales teams how to not promote their products. Here’s how they’ve done it.
Recommended Read: “The award for tactless apparel marketing goes to repeat winner: Fashion Nova ~ Knowing the difference between responsible marketing and shameless advertising during the COVID-19 outbreak”