'The devil works hard, but Fashion Nova works harder.'
Are Ultrafast Labels Like Fashion Nova Wittingly Ripping Customers Off?The warning "buyer beware" may be more important than ever in the era of e-commerce and Instagram brands.Author:Hilary George-ParkinUpdated:Oct 17, 2018Original:Aug 22, 2018"My homegirl is the queen of Fashion Nova," says Dorian Wallace, an assistant manager at the fast-fashion chain Rainbow.
But for the average consumer, the inner workings of brand-supplier relationships are typically opaque, and only a small segment of the industry has embraced the kind of manufacturing and pricing transparency brands like Everlane market themselves on. "[Having a] private label does not mean that the label made the product," explains Ilse Metchek, the president of the California Fashion Association. "It doesn't mean that at all. It just means that I, as a retailer, want to memorialize my product with you, the consumer, and I don't want another entity's label to get in the middle."
This is hardly a unique phenomenon: Private label now accounts for about a third of the apparel market, according to market research firm NPD Group, and retailers like Target, Amazon and Walmart are increasingly steering customers towards their in-house lines over wholesale brands. Once the retailer has negotiated the terms and placed the order, it's up to them to set the price, which is how the same piece might end up being sold for $9.99, $19.99 and $39.99 depending on where you buy it. "The world of shopping for garments is buyer beware," says Metchek. "There's nothing controlling price."
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