Honestly, it undervalues the marketplace." "It's also so many posts, and they want the rights to the content. "It's not just a low fee," one agent said about Fashion Nova's influencer deals. Two agents who spoke with Business Insider said Fashion Nova included the term "perpetual usages" in the contract agreement, which gives the brand the right to use and repurpose the content in perpetuity. Several agents said it wasn't just the pricing that bothered them about Fashion Nova's approach, but the contract terms as well. The manager said that they tried to negotiate the rate, but Fashion Nova wouldn't budge, which they said was uncommon in the industry. The manager said that a single Instagram post for their client was worth about $10,000, which was less than Fashion Nova offered for the entire package. The manager said that a similar deal with another brand would typically be in the high five figures. This was for someone who has over 1 million followers on both YouTube and Instagram, according to the manager. How does that compare to other brands? The manager said the starting rate for a similar campaign would typically be in the low six figures.Īnother brief from earlier this year shared with Business Insider included: That was for someone who had over 100,000 followers on Instagram, according to the manager. The payment: A package of 8 items gifted from the brand. One example of a campaign brief sent from Fashion Nova earlier this year to a manager included: The talent managers and agents who spoke with Business Insider said that a typical Fashion Nova influencer campaign runs for 6 to 9 months. Two examples of real Fashion Nova campaign briefs The managers and agents shared real examples of what a Fashion Nova campaign brief looks like, how much money the brand offered them, and how they felt about its negotiations. In October, Fashion Nova worked with around 122 influencers, which put the brand in third among fashion retailers after H&M (176 influencers) and Nike (128 influencers), according to CreatorIQ.īut how much are these influencers making? As a result, the brand generated an earned media value of more than $15.3 million, CreatorIQ said. The influencer-marketing platform CreatorIQ found that Fashion Nova worked with around 1,182 individual creators on Instagram with over 5,700 sponsored posts in 2020. "Then, the negotiations usually go in circles for months without going anywhere and usually ending in no opportunity, just wasted time because Fashion Nova will refuse to budge."įashion Nova did not respond to requests for comment on its rates or strategy.ĭespite these complaints from managers and agents, Fashion Nova has remained one of the top brands in influencer marketing by partnering with a large number of " micro" and "nano" influencers who have smaller follower counts (generally fewer than 100,000 followers on Instagram). "Generally, we find Fashion Nova will usually offer values between five and 10 times lower than the typical rate a talent would receive elsewhere," one manager said. They all said the company was offering terms far lower than market rate for a fast-fashion retailer. The managers and agents, whose identities are known to Business Insider, shared their experiences anonymously because they weren't authorized to speak publicly about the company's terms. Since the launch of its site in 2013, Fashion Nova has largely relied on marketing its products by sending free clothing to influencers in exchange for photos posted on their social-media accounts, The New York Times reported last year.īut some industry insiders say the brand has lowball pricing on sponsored content and an emphasis on "gifting" that feel out of step with the current influencer-marketing world, which is increasingly focused on long-term partnerships and competitive rates based on engagement.īusiness Insider spoke with five talent managers and agents who work with influencers to learn what campaign asks and rates Fashion Nova has offered. Subscribe to Business Insider's influencer newsletter: Insider Influencers.įashion Nova, the edgy fast-fashion brand built on influencer marketing, has grown tremendously in the last few years by partnering with more than 3,000 influencers and celebrities from Cardi B to Kylie Jenner. They all said the company was offering far lower than market rate, and two shared campaign briefs from Fashion Nova that show its rates.Business Insider spoke with five talent managers and agents who work with influencers to learn what campaign asks and rates Fashion Nova has offered recently.But some influencer-marketing insiders say the brand has lowball pricing on sponsored content and an emphasis on "gifting" that feel out of step with the current marketplace.Fashion Nova, the edgy fast-fashion brand, has grown its customer base by leveraging social-media influencers.
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