Biz Innovators – Sophia Amoruso

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Is the name Sophia Amoruso new to you? She is the founder and owner of Nasty Gal, which was named one of the fastest growing companies in 2012. Her Nasty Gal company sells clothing, shoes and accessories for young women.

Sophia has a target customer in mind for all of her products. She describes her customer as a woman who is:

In her late teens or early-mid-twenties and super body-confident. She knows how to dress for her shape and isn’t afraid of wearing makeup and short skirts and being sexy. She’s into fashion but her taste doesn’t just apply to what she wears: It applies to food, interior design, and travel. She wants to have awesome experiences and be the best-dressed girl around — without spending an arm and a leg.

Having such a defined customer in mind is just one of the reasons the Nasty Gal Company is still growing by leaps and bounds.

Sophia Amoruso is young, she was born in April of 1984 in San Diego. She began her fashion career at the age of 22 by running an eBay store that was called Nasty Gal Vintage. She sold vintage designer clothing. At that time she run the entire company alone. She would source vintage clothing from various places such as local secondhand stores and from the Salvation Army. One such item was a Chanel jacket that she bought for $8 and ended up selling it for $1,000.

In 2008 she was kicked off eBay so she decide to launch as a retail website called Nasty Gal. The name can be attributed to the Betty Davis album of 1975.

Sophia was able to develop a great following of young women on social media. This helped her company quickly grow. She went from $223,000 in 2008 to just under $23 million by 2011. In 2013 she was named to Inc. Magazine under 30 list. The following year Sophia released her book #GirlBoss.

Sophia managed to build her following by using Myspace to connect with other young women. She quickly built up a following of 60,000 followers on there.

After opening her online retail store Sophia hired her first employee, Christina Ferruci – who is now her Nasty Gal’s Buying Director.  As the company grew Sophia had to move into a warehouse space, which she did in Berkeley, CA. The warehouse was outgrown rapidly and another move ensued to Emeryville, CA.

The Nasty Gal headquarters is now located in Los Angeles, CA. Sophia always talks about the importance of how she incorporated social media into her business. In 2012 Nasty Gal employed 110 people and had opened another distribution center in Kentucky.

 

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Randy Bett is the author of three books – 7 Secrets of Real Estate Investing, Investing in Real Estate Sucks Unless… and The Value Driven Approach To Sell Real Estate.

He is also a retired high school teacher and former Saskatchewan farm kid. He now writes, speaks and coaches full time. He is happily married and has 2 children and 2 grandaughters. He lives in Red Deer, Alberta.

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