Nasty Gal: A brand born on social media seeks to disrupt bricks-and-mortar retail
Nasty Gal is an online fashion retailer that initially went into business in 2006 to sell vintage clothes on eBay. Since then, and by fueling its growth via a range of social media platforms, the company has amassed more than 550,000 customers in over 60 countries, and will soon open its first bricks-and-mortar store in Los Angeles.
The firm's development is thus as much a tale of the digital revolution as fashion success. Sophia Amoruso, Nasty Gal's founder, told delegates at South by Southwest (SXSW) Interactive – the annual conference held in Austin, Texas – that she initially had promoted the business through Myspace, quickly recruiting 60,000 followers through a mixture of organic advocacy and coverage in fashion magazines.