NASTY GAL

I have always liked Nasty Gal as a brand, never liked the price, but I’ve always loved what they stand for. Netflix released #GirlBoss which was loosely based on Sophia Amaruso’s escalation in fashion and releasing that created such a buzz for Nasty Gal. I watched the show and hated it but I have always wondered if they released the show for publicity because Sophia and Nasty Gal had gone down hill and they weren’t doing as well. I decided to look into Nasty Gal’s marketing strategies…

Nasty Gal don’t regularly re-invent themselves like some brands do but they worked on giving their brand a personality. Sophia Amaruso coined the term ‘Girl Boss’, which supports feminism and empowering women in all walks of life. The term was created from Sophia’s story, that she went from rags to riches and she created an empire of women in the business and fashion industry. Girl Boss has now become an ideology that people aim for and that itself has a huge social following. This marketing strategy worked so unbelievably well because it gave the brand its own identity. It also came at a time when feminism was huge so it would have been impossible for Nasty Gal to ignore. It made them a relatable and likeable brand and I think that if the online store closes down then ‘Girl Boss’ will still be an ideology and Sophia Amaruso will continue to profit from it.

Hollie Rose x