Ardent online fans fuel vintage clothing startup's success

03/25/2013 | New York Times (tiered subscription model), The

Online vintage clothing retailer Nasty Gal generated almost $100 million in revenue last year and became the fastest-growing clothing retailer in the U.S., owing to its wildly devoted fan base on social networks. The company's founder, Sophia Amoruso, engages customers by asking for help in naming products and rewarding winning submissions with gift cards, and many customers regularly post images of themselves wearing clothing they bought from the site. The engaged fan base has been so successful at driving word-of-mouth-marketing that Amoruso has not hired a marketing team.

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New York Times (tiered subscription model), The

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