Fashion Nova is planning a social club and founder's lab at its new office as it tries to strengthen ties with celebrities, influencers and creatives.
When fast-fashion retailer Fashion Nova was searching for a new headquarters, the pull of Beverly Hills was strong. The city is one of the world's luxury capitals, and its palm tree-lined streets are home to billionaires, Hollywood stars and high-end brands including Gucci and Dior. Compared with Fashion Nova's current base in Vernon, a gritty, heavily industrial spit of land southeast of downtown L.A.
Still, for many consumers, price and style are at the top of their minds, Saunders said. With consumers buying from various brands, there's room for more than one retailer to dominate, he said. Fashion Nova's new office space is one way the brand is strengthening its relationship with celebrities and influencers in Los Angeles.
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