Cardi B isn’t the only one choosing to wear Fashion Nova over big name designers. On Wednesday, InfluencerDB — a marketing software company that highlights the best performing brands and influencer marketing campaigns on Instagram — released findings that showed that more users engage with Fashion Nova on the social media platform than Zara, H&M, Revolve, Puma, Calvin Klein, LiketoKnow.it, and KKW Beauty (which, according to the company, are Instagram’s best performing brands).
InfluencerDB used earned media value (EMV) — marketing jargon for publicity that comes from a brand’s promotional efforts, like gifting clothing — to determine a brand’s reach and impact (but revenue). Back in 2011, Ad Age discovered that earned media value was the gateway to a successful brand, as it speaks directly to the customer’s needs. Based on Fashion Nova’s social engagement, the marketing study found the fast-fashion brand scored $125 billion EMV based on 611 million likes on posts mentioning the brand’s name. That’s almost double what Rewardstyle’s LikeToKnowIt, an Instagram shopping discovery app, could earn; as the second most engaged brand on the list, InfluencerDB estimated it could bring in $67 billion EMV based on 322 million likes. Sure, this is all technically fake money, but it adds weight to the fact that Fashion Nova was Googled more than Dior in 2017.
