Fashion Nova is facing backlash on social media for its latest marketing move.
Yesterday, the fast-fashion retailer sent many shoppers a text message informing them of a sitewide sale, tying its campaign to the U.S. government’s stimulus checks.
“When That Stimulus Deposit Hits 🤩💰 Save Up to 80% OFF SITEWIDE,” the message read.
In light of the economic distress caused by the coronavirus pandemic, the federal government is directly paying all eligible Americans $1,200, with married couples to receive $2,400 and parents to get an extra $500 for each child 17 and under. These payments will be phased out for people whose adjusted gross incomes total more than $75,000, and individuals who make more than $99,000 are not eligible. According to the Tax Policy Center, around 90% of households benefit from these checks.
Multiple Twitter users were unhappy with Fashion Nova’s latest marketing effort, with some netizens noting that their checks are being earmarked for essentials, such as purchasing groceries or paying bills.
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Fashion Nova isn’t the only fashion label to take some heat for marketing campaigns that some perceived as tone-deaf during the pandemic. On April 2, Reese Witherspoon’s Draper James brand announced it would give away free dresses to teachers as a way of thanking them for their efforts during the crisis. While the effort was well-intentioned, the company received hundreds of thousands of requests — and had only 250 dresses to donate. Teachers believed they were entering a giveaway — rather than a raffle — and many were left frustrated.
Meanwhile, Rothy’s received negative feedback from consumers after launching a purchase-to-donate face mask initiative on April 13. The sustainable shoe label had planned to donate five masks for every product sold on its site, but it decided to instead make a bulk donation of 100,000 face masks, not tied to sales.
Although Fashion Nova is receiving pushback for its latest marketing effort, the company is also engaging in a give-back campaign in light of the coronavirus outbreak. Through the Fashion Nova Cares with Cardi B initiative, the company is donating $1 million, with $1,000 to be given away each hour to an individual struggling to pay for essentials such as rent, food and medicine.
FN has reached out to Fashion Nova for comment.
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