The award for tactless apparel marketing goes to repeat winner: Fashion Nova
Knowing the difference between responsible marketing and shameless advertising during COVID-19 outbreak
Not even 24 hours have passed for recipients to receive stimulus checks related to the high unemployment and underemployment rates from the coronavirus disease 2019 (COVID-19). But that hasn’t stopped Fashion Nova from reminding its customer base that it has no couth. Text messages went out today with an 80% off statewide code for “when that stimulus deposit hits.”
While the retail and apparel industry have tried to ride the line between making a profit — even if it’s just to afford rent payments to their realtors — and understanding that their customer base is going through trying times, Fashion Nova is still oblivious to it all. The knockoff apparel company has proudly become the equivalent of a tech savvy flea market negotiator. But even flea markets are closed these days.
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According to the U.S. Bureau of Labor Statistics, the unemployment rate went from 3.6% in January, 3.5% in February and 4.4% last month. The unemployment rate has not been this high since January of last year and has stayed within the 3% range for more than a year. In turn, non-essential purchases have been on the decline, with an apparel purchase decrease of 15% to 20% and beauty purchase decrease of 5% to 10%.