Social media keeps on giving to Nasty Gal!
Several profile changes on the social media network LinkedIn may have caught your eye lately. All of the sudden some women in your network may have chosen “Girlboss” as their job title – and that’s no coincidence!
This is a great real-time Social Media #102 lesson on how to utilize social media to generate a growing buzz in support of a new product. In this case, it is the release of GIRLBOSS, a Netflix show based on the impressive story of Nasty Gal’s founder, Sophia Amoruso.
Today Nasty Gal is a retailer for fashion-forward girls based in L.A.
Nasty Gal had its baby steps as an eBay store and a My Space account out of small apartment in San Francisco. Sophia Amuroso, the founder, sourced special vintage clothing and accessories at Salvation Army outlets and secondhand stores, photographed them, wrote descriptions and posted for sale online.
- In 2007 Amoruso launched her own website and later hired others to help mange the growing demand while expanding her storage facilities several times.
- In 2010 Nasty Gal’s head office moved to Los Angeles and has grown organically, with revenues growth of more than 500% each year to $28m in 2011. In early 2012 Index Venture, a fund manager that focuses on emerging fashion e-tailers, invested in the brand $9m (series A investment) followed by $40m later that year.
- In 2014 the company opened its first brick and mortar location on Melrose Avenue.
What a deep understanding of social media commerce can lead to
Amoruso developed her brand by always investing in technology and increasing her customer base through client advocacy and a strong use of social media (Facebook 1,294,264 fans, Twitter 236,000 followers, Instagram 2.4m followers, Pinterest 273,387 followers). She demonstrated a deep understanding of social commerce and developed new ways to communicate and connect with customers through social media.
So, it is only natural that when Netflix looked to launch its new series Girlboss, it reached out to social media, the platform that is largely responsible for the huge successes of the brand itself. Badass Women, to quote Netflix, in various industries were asked to change their LinkedIn profile description to include Girlboss in their job title. This move demonstrates how a fashion industry marketing style crosses over to stir up a more business oriented social media channel. Talking about standing out…