According to researches by the bestmembers team
Leaked Fashion Nova campaign briefs show influencer pay rates.
Fashion Nova, the avant-garde fast-fashion brand founded on influencer marketing, has grown considerably in recent years by partnering with more than 3000 influencers and celebrities from Cardi B to Kylie Jenner.
Since the launch of its site in 2013, Fashion Nova has relied heavily on the marketing of its products by sending clothes for free to influencers in exchange for photos published on their social media accounts, The New York Times reported last year.
But some industry insiders say the brand lowers sponsored content and emphasizes ‘freebies’ that don’t seem to be in tune with today’s increasingly focused influencer marketing world. on long-term partnerships and competitive rates based on commitment.
Business Insider spoke to five talent managers and agents who work with influencers to find out what the campaign is asking for and the rates Fashion Nova is offering. The managers and agents, whose identities are known to Business Insider, shared their experiences anonymously as they were not allowed to speak publicly about the terms of the company.
They all said the company was offering terms well below the market rate for a fast fashion retailer.
“In general, we find that Fashion Nova typically offers values between five and ten times lower than the typical rate a talent would receive elsewhere,” said one official. “Then negotiations usually go around in circles for months without going anywhere and usually end with no opportunity, just wasted time because Fashion Nova will refuse to budge.”
Fashion Nova did not respond to requests for comment on its pricing or strategy.
Despite these complaints from managers and agents, Fashion Nova has remained one of the biggest brands in influencer marketing by partnering with a large number of “micro” and “nano” influencers who have a number of followers. smaller (typically less than 100,000 Instagram followers).
The CreatorIQ influencer marketing platform found that Fashion Nova worked with around 1,182 individual designers on Instagram with over 5,700 sponsored posts in 2020. As a result, the brand generated earned media value of over $ 15.3 million, CreatorIQ said.
In October, Fashion Nova worked with around 122 influencers, making the brand the third-largest fashion retailer after H&M (176 influencers) and Nike (128 influencers), according to CreatorIQ.
But how much do these influencers earn?
Managers and agents shared real-life examples of what a Fashion Nova campaign brief looks like, how much money the brand offered them and how they felt about their negotiations.
Two examples of real Fashion Nova campaign briefs.
Talent managers and agents who interviewed Business Insider said that a typical Fashion Nova influencer campaign lasts 6-9 months.
Here’s an example of a campaign brief sent by Fashion Nova earlier this year to a manager.
4 Instagram posts in the feed.2 Instagram story swipe-ups.
The payment: A pack of 8 items offered by the brand. No cash payment. It was for someone who had more than 100,000 Instagram followers, according to the official.
How does this compare to other brands? The director said the starting rate for a similar campaign would generally be in the low six figures.
Another early-year brief shared with Business Insider included.
7 Instagram posts in the feed.4 story swipe-ups5 YouTube videos.
The payment: $ 8,000. It was for someone with over a million subscribers on YouTube and Instagram, according to the official.
The director said a similar deal with another brand would generally be in the high five digits. The official said a single Instagram post for his client was worth around $ 10,000, which was less than Fashion Nova offered for the entire package.
The manager said he tried to negotiate the rate, but Fashion Nova was unwilling to budge, which they said was rare in the industry.
Several agents said it was not only the price that bothered them in Fashion Nova’s approach, but also the terms of the contract.
Two agents who spoke to Business Insider said Fashion Nova included the term “perpetual uses” in the contract, giving the brand the right to use and reuse the content in perpetuity.
“It’s not just a small fee,” one agent said of Fashion Nova’s influencer deals. “It’s also so many posts, and they want the rights to the content. Honestly, that undervalues the market.”
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