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"It’s the woman going to the club, going on a date, going to the store, or even the one at the gym."
"Naked Wardrobe, I think about a fabulous, sexy woman who also loves to be comfortable. She’s your everyday girl who loves to look amazing while doing her day-to-day tasks."

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Shida Kaviani, Shirin Kaviani, Shideh Kaviani. Those names probably don't immediately ring any bells, but a mention of the sisters' popular and super affordable clothing brand, Naked Wardrobe, should do the trick. The label, whose Instagram page boasts over 1.1 million followers, was founded in 2012 on the desire to create basic wardrobe essentials-bodysuits, biker shorts, and figure-hugging dresses, all of which fall under the $100 price point-that not only "look good, but feel good and makes customers happy, all at an affordable price." In six years, Naked Wardrobe's initial collection has expanded to include luxe faux fur coats, sexy ( thong) bathing suits, and other late-night-ready pieces.

With fast-fashion brands and influencers dominating our social feeds, loyalty is the hardest thing for a brand to obtain and the easiest thing for them to lose. But Naked Wardrobe doesn't seem to have that problem, especially when the Kardashian/Jenner sisters, Jennifer Lopez, Lady Gaga, and Beyonce (!) are pretty much the brand's unofficial brand ambassadors.

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This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

We caught up with the founders of Naked Wardrobe to get the scoop on how they got their start, the secret to running their cult-favorite brand, and how they've built their celebrity clientele.

Naked Wardrobe is six this year! How'd it all start?

Shideh: We started out of our parents' house six years ago. It all started because we all have a shopping addiction. We have a passion for fashion and for ordering stuff online and having them be delivered to our door. Back then, when we first started doing e-comm, people were really hesitant to shop online. It just wasn't the norm back then and social media was different. But social media allowed us to have this platform to really grow our business.

Did you all study any fashion in school?

Shideh: Yeah! I studied Fashion design at FIDM and I got a bachelors in business managemen,t so I definitely had some direction and insight when it came to fashion and the business side of things.

Shida: I studied communications and PR and I worked in PR. I got my feet wet at Capitol records and Warner Brother's PR and learned the ropes in that aspect.

Shirin: I studied graphic design and I have a little bit of a computer science background. I work well with a computer-I'm a little bit of a geek-so an online shop was kind of the way to go for that and is what pushed us to launch one.

What was the initial reason you all launched Naked Wardrobe?

Shideh: High quality fashion at an affordable price. Either it was high quality and you had to pay like $100 for a t-shirt, or get something that was not as high quality and more on the disposable end for $15-$25. There weren't many affordable options then, and at that time, the recession was still impacting the economy. I felt like it was important to introduce a line that was really high in quality but still affordable for the masses.

Shirin: We're aware that the majority of the world can't afford $100 pieces and we wanted to make sure that if we bring out a line that you can wash x amount of times, it's still not going to get damaged; that when you wear it you feel great and comfortable, the fabric feels amazing and that's why a lot of celebrities gravitate towards it. Whether they wear it or someone who's interning wears it, we're all the same in the end and it's nice that everyone from different spectrums can wear the brand.

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How long after you launched did business really start to pick up?

Shideh: When we first started, we really didn't know where it would go. We thought we would be able to wear a bunch of free clothes that we were selling ourselves. But from the first day we launched, we started to bring in the revenue, and it's just been growing ever since.

Walk me through the creative process.

Shideh: When it comes to designing, I want it to be something that's comfortable, sexy, that people feel good in. My sister Shirin is really adamant about us creating trends and starting things and revolutionizing different fashions. So she helps me to put out pieces that are innovative but still basic at the same time. When you think basics, you think, "God, it must be so easy to find because it's something simple," but it's truly harder to find something so simple, so we really strive to do that. When it comes to our color palette, we like to test the waters, but we're true neutral lovers. We're very black, white, brown, and grey, but people like color so we like to incorporate some pieces with color throughout the years.

We're in the age of fast-fashion, so when it comes to manufacturing and production on our end, we try to do 90% of it here, locally, so that we can have more control. Our typical turnaround is anywhere from two to four weeks and if something sells out we're able to replenish in a timely manner. We don't have many production issues, and I think that's our strong suit.

Customers are a lot more conscious when it comes to brands who push for inclusivity. How do you make sure every woman is represented?

Shideh: I think something that's really important to us and has been from the start is the fabric choices. The last thing we want is for them to order the garments, get it, and then it doesn't fit in specific places. We wanted the main selling point to be when they receive the product, it looks good, but feels good and makes customers happy, all at an affordable price. We really think about those things in the initial design state and when we're selecting the design fabric. If something doesn't have enough stretch, it's not gonna fit everybody type. We owe it all to our fabric.

Shirin: The three of us have different body types as well, so we think about that when we design.

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With 1.2 million followers and a booming clothing label, what are some of the challenges you all face?

Shideh: Social media.

Really?

Shideh: We owe all our success to social media because it provided us a platform to reach everyone in the world, but Instagram has definitely changed over the years. All these brands came onto the platform and saw the power Instagram had and wanted to get a piece of the pie. A lot of brands came and changed things around, so it's been quite challenging learning how to maneuver and what it's going to take for people to engage more or bring our following up. Something we don't do with our brand in particular is paid advertisements. We're all about having organic traffic, so we don't do any paid posts at all-on social media or any avenue. So where most brands are paying influencers to market their products, our challenge is targeting more people and growing the brand organically.

Why take that approach instead of just going the easy route and paying these influencers?

Shideh: Influencers are running Instagram and we know a lot of people look at brands that pay influencers to promote like, "Can we trust this brand?" It's really hard for us to stay away from that type of marketing, especially when we can see our competitors doing that, but for us it's so important for people to truly like the brand and for them to buy the products themselves.

How else would you say Naked Wardrobe has set themselves apart from its competitors?

Shideh: I think we just really created this cult following because people truly love the product and it really speaks for itself. Even though the economy has changed and everything is a lot more expensive, we never bring our prices up while continuing to maintain the same quality.

Shirin: It's really the product. We do have customers that write, 'We see your clothes on J. Lo. Thank you for not raising your prices even though all these celebrities are wearing your brand.' We make it a point to stay true to the brand no matter who's wearing it and people appreciate that.

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Why is it important for you all to keep Naked Wardrobe at an affordable price point, even with all the recognition the brand has received?

Shideh: The majority of our followers don't have millions of dollars to spend on clothing. It's really important to us to cater to that group instead of the celebrities.

Shida: From day one, we wanted to create an affordable, high-quality line, it's always been our vision and we never had any intention of changing. That really is our mission and it's something we have to stay true to. Do we take a lot of losses on our end because of it? Sure, absolutely. But we do whatever we can to please our customers.

Shirene: If we could give away clothes for free we would. We actually donate a ton of clothing at the end of each year.

When people hear Naked Wardrobe, what type of woman do you want them to envision?

Shideh: Every woman. It's the woman going to the club, going on a date, going to the store, or even the one at the gym.

Shida: Well that's your interpretation. When I think about the girl who wears Naked Wardrobe, I think about a fabulous, sexy woman who also loves to be comfortable. She's your everyday girl who loves to look amazing while doing her day-to-day tasks.

Shirin: She's just a bad bitch. Simple.

How did Naked Wardrobe first land on the KarJenner sisters' radar?

Shideh: One of our models, who was a part of our team, was affiliated with the sisters because she used to work for Fashion Police on E!. One day we decided that we were going to send a package out to Khloe, not knowing whether or not she was going to wear it or whether she was going to like it, but we sent it anyways. It's been love ever since then. Really the product speaks for itself, so when we send out these packages to the celebs, we just bite the bullet and hope they'll wear at least one thing. Every time we introduce Naked Wardrobe to a new celebrity client, they keep wearing the pieces for like the next few weeks. We're been fortunate to connect with so many celebrity stylists and they've been so gracious enough to respond to us and they have become fans of the brand very organically.

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Jennifer Lopez and Lady Gaga are also fans of the brand.

Shideh: It's surreal. Beyonce has Naked Wardrobe as well. Her stylist hit us up and told us she loves the brand so it's just a matter of time before she wears us out in public. Our line is affordable and you wouldn't think that these celebs, who have access to all the brands in the book, would choose to wear our this budget friendly brand. Why would they wear a $30 dress when they can wear a Saint Laurent gown for thousands of dollars? We say this a lot but I think that's the most rewarding part about this.

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These Three Sisters Turned a Shopping Addiction Into a Multi-Million Dollar Empire

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Shida Kaviani, Shirin Kaviani, Shideh Kaviani. Those names probably don't immediately ring any bells, but a mention of the sisters' popular and super affordable clothing brand, Naked Wardrobe, should do the trick.

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The Cutout Cross-Category Body Wear has been seen across Spring / Summer 2021 Cat walk shows, key designers include Dion Lee, Mugler and Fendi. Also this trend can be seen across street style.

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Spring 2021's Best Trends: Chic Bras, Cutouts, and, Yes, Florals

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We'll be saying "spring has sprung" before you know it. Here, the spring 2021 trends you need to know, from florals and feathers to cutouts.

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WGSN have many reports on the Cutout Cross-Category Body Wear. The articles stated that stretch bodysuits, pull-on bra sets, short unitards and cycling shorts designed to be worn as underwear or base layers are given fashion interest with cutout detailing. This trend is ideal for dressed up loungewear and sportswear that can be styled in many ways - either dressed up or down. Cutout loungewear is the new' 'naked trend' that shows your skin in many ways that you wouldn't show on a normally.

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S/S 21 colours
Used the 'Pale Neutrals' colour trend. The Pale Naturals colour pallet has also been seen across Spring / Summer 2021. The key designers seen using these colours are Acne Studios, Fendi and Jacquemus. A shift towards hues associated with interiors, include the warming shades of camel, peach and rose in head-to-looks that also offer a sense of comfort and balance.

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WGSN also have many reports on Pale Neutrals. The articles stated that pale neutrals and pastel hues set the tone for this ultra-feminine story. Offset this delicate balance by pairing with deeper watercolour tints.

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ASOS launch new ‘Flex’ sportswear collection - 2021
The "flex" collection is "here to serve you the motivation to move in whatever way feels good in 2021, giving you the confidence to experiment with your exercise routine, and meet new fitness challenges".

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STARTING a new fitness regime in the New Year can difficult, but some gorgeous new gym gear always makes it easier.

Luckily for those looking to get healthier this January, ASOS' latest sportswear collection has everything you need.

PIC

ASOS' 2021 collection aims to help us "flex our own way", and is available to shop now.

The "flex" collection is "here to serve you the motivation to move in whatever way feels good in 2021, giving you the confidence to experiment with your exercise routine, and meet new fitness challenges".

With a focus on improved fit - which can only help you focus on your performance - the new collection aims to help you perform, whilst looking your best.

Featuring a mix of ASOS' own superstar sports brand, ASOS 4505, and from must have brands including Nike, adidas', and The North Face it's got everything you could need.

High on our wishlist's are the sweat-managing Dri-FIT running garms from Nike, adidas' cloudlike trainers and of course, to insulating, climate-beating
outerwear from The North Face.

ASOS 4505 doesn't dissapoint this season too, with the label serving on-trend typographic prints, ombre colour washes and of course the 4505 logo.

Designed with moisture-wicking, soft-touch fabrics and seam-free technology; it means your outfit will work hard whilst you do.

This year ASOS are also stocking a brand new range of equipment, so whether you want to work up a swat skipping, or need to update your home gym with resistance bands or yoga mats, then it's got everything you need.

If you want to get moving this lockdown, there's everything you could need, because even if it's just for your living room, you still want to look good right?

It's available to shop now at asos.com.

On a New Year Health kick? These quick, tasty low-calorie recipes to help you lose weight for 2021.

Make sure you're feeling rested, these are the seven common habits STOPPING you sleep.

Check out Fabulous, for more lifestyle, health and fitness and fashion news.

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ASOS launch new 'Flex' sportswear collection - here's what we're snapping up

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STARTING a new fitness regime in the New Year can difficult, but some gorgeous new gym gear always makes it easier. Luckily for those looking to get healthier this January, ASOS' latest sportswear collection has everything you need. PIC ASOS' 2021 collection aims to help us "flex our own way", and is available to shop now.

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We use cookies to help improve our services, make personal offers, and enhance your experience. If you do not accept optional cookies below, your experience may be affected. If you want to know more, please read the Cookie Policy

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This article says that, "The brand credits its success to the quality of the product it makes and its able to stay up to date on the latest trends." This shows that Naked Wardrobe wants the best for their customer and give them a high quality item that can be own again and again. Showing they aren't a fast fashion brand that you only wear once.

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With the barrier to entry to create a direct-to-consumer brand today, competition in the fast-fashion space is heating up. One 7-year-old brand, Naked Wardrobe, is looking to move ahead of other fast-fashion e-commerce competitors like Fashion Nova and Boohoo with a move into physical retail and a focus on long-lasting, high-quality products.

Founded by three sisters in 2012 (Shideh, Shida and Shirin Kaviani), Naked Wardrobe found success just one year in, selling high-quality basics online. The company brought in over $1 million in revenue in the first year and has seen roughly 40% growth year over year, every year since. The brand credits its success to the quality of the product it makes and its able to stay up to date on the latest trends.

"The entire process for us starts with the garment, making sure it's very quality-driven," said co-founder and president Shideh Kaviani. Kaviani pointed to the fact that the brand has a less than 5% return rate and that 65% of shoppers are repeat customers.

While the company first started by operating under a fast-fashion model, developing and dropping new products every week with the idea that people might wear something a few times and then discard it, Kaviani said it has grown beyond that as the space has become more crowded. Naked Wardrobe focuses on making products - which are available in sizes XS to 4XL - from viscose and spandex so that they're long-lasting and comfortable.

"So many brands have come into this particular fast-fashion field over the last few years and some of them started to exceed us, on social media and what not. We really wanted to set ourselves apart," she said. "When you think of fast fashion, you think of a one-and-done garment or something that might rip. We want to focus on quality products."

It helps that Naked Wardrobe has a smart approach to influencer marketing - mainly finding ways to get its products in front of big names like the Kardashians and Jennifer Lopez. While the brand doesn't pay influencers like Khloe Kardashian (an avid Naked Wardrobe shopper, Kaviani said) it does send free product to these clients in the hopes that they will post about the brand on social media.When that does happen, it means brands like Naked Wardrobe can focus on sending things to a handful of celebrities versus hundreds of micro-influencers.

"From Fashion Nova to Naked Wardrobe, it would take hundreds and thousands of micro-influencers to wear and feature product for those brands to be able to reach as many people as a Kardashian would reach with one Instagram Story, not even a post," said Beca Alexander, founder and president at creative influencer agency Socialyte.

While the celebrity praise for the brand on social media has clearly helped boost the company to over 1 million followers on Instagram, the Kaviani sisters are now looking to move outside of digital and social media to build an even bigger following.

At the start of the summer, the brand launched its first pop-up in Los Angeles, on Melrose Avenue, with plans to only keep it up and running for six weeks. After seeing strong sales results and foot traffic, though, the Kaviani sisters decided to keep it open throughout the summer. They've now decided to go beyond Los Angeles, with plans to open more pop-ups in New York, Miami and Atlanta in the near future.

The brand doesn't spend any money on digital marketing, instead relying on word-of-mouth. Only recently did the brand start putting up some billboards in the Los Angeles area to draw attention to its pop-up shop.

In September, Naked Wardrobe also has plans to expand beyond what it does best - basics - and launch into some new categories. Mainly, the brand plans to launch more special-occasion wear, with statement pieces that can mix well with the brand's basics.

"It will cover the girl that's looking for a dress for her 30th or 40th birthday, or a bachelorette party. It's for the more outgoing girl that really wants to be a little over the top or wants something a little extra," said Kaviani.

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Naked Wardrobe wants to transition from a fast-fashion, Instagram brand to an affordable luxury company - Glossy

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With the barrier to entry to create a direct-to-consumer brand today, competition in the fast-fashion space is heating up. One 7-year-old brand, Naked Wardrobe, is looking to move ahead of other fast fashion e-commerce competitors like Fashion Nova and Boohoo with a move into physical retail and a focus on long-lasting, high-quality products.

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The sisters that own NK are Shirin, Shida, and Shideh Kavian. Naked Wardrobed is a " Fast-forward to today" global brand. They saw the direction technology was moving towards and the influence it would have on our day to day lives.

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Working out of their parent's home with $7500 in start-up capital and a dream to take the fashion world by storm with a size inclusive brand that is actually affordable, sisters Shirin, Shida, and Shideh Kaviani pulled their varying talents together and started fashion label, Naked Wardrobe in 2012-making their first million in profit that same year. Fast-forward to today, and the brand has become a powerhouse as the must-visit e-commerce destination for fashionistas around the globe.

Youngest sister, Shideh, who attended the Fashion Institute of Design & Merchandising (FIDM) in Los Angeles and is now President of the brand tells me, "I always knew that I wanted to have my own business within the fashion industry. Shirin and I had caught onto online shopping pretty early on and became addicted. The idea of not having to leave your home, being able to shop from an endless online selection, and having it delivered to your doorstep-SIGN US UP! We decided that the best way for us to shop online would be through our very own website. Within weeks, we had decided that we were going to open up shop! I had remembered throughout my entire FIDM career that everyone in my classes wanted to be a 'high-end couture designer', but I always knew that I wanted to do something different. Something that was affordable for the masses. Since launching the brand, that is exactly what our mission has been."

Oldest sister Shirin, who brings her expertise in information technology and is now CEO of the brand adds, "We saw the direction technology was moving towards and the influence it would have on our day to day lives and wanted to take part in it. The ease of ordering online was the way of the future and we wanted in! As a consumer ourselves, we applied our experiences to Naked Wardrobe and created an online shopping experience that we felt was missing in the industry. Most companies that were online were boring and catered to a mature demographic. We wanted to create an aesthetic that appealed to a more fashionable woman."

When I ask the ladies how long it took from inception to launch, Shideh tells me, "Once we had decided that we wanted to start this business, it took about three months before we had officially launched. The most time consuming factor was the development for our website, as we wanted to ensure that it was very user friendly for our clients." Shirin adds, "Since I had a background in web development and a penchant for the world-wide-web, the website came together quickly. On October 24, 2012 Naked Wardrobe went live. We started focusing on our social media brand presence early on and getting our name out there."

One of the many distinguishing characteristics of the brand is that not only do they make clothing that offers something for every woman, but they also utilize women of all shapes, sizes, and color in their marketing. Middle sister Shida, who comes from a communications background and is now Vice President of Naked Wardrobe continues, "From the start, we distinguished ourselves from other brands by casting models that had healthy figures with curves. Before we launched, I had noticed just about every brand casted very slender models to sell their clothes. We knew we were going up against the fashion industry, but as we continued to grow, we would receive emails from clients thanking us for having models that were more relatable to their body shape and size." Shideh adds, "We are from a Middle Eastern culture and we love our food. We are naturally on the curvier side. It's always been part of our brand to have curvier models that are relatable and to emphasize that true beauty comes from the inside. We've helped break down some of those barriers."

With a loyal celebrity following including Jennifer Lopez, the Kardashian sisters, Kylie and Kendall Jenner, and Lady Gaga, I ask the ladies how they garnered the attention of so many notable individuals. Shideh responds, "You know the expression small world? Well, LA is even smaller. Everyone knows somebody, and we've been lucky to get in contact with celebrities and their styling teams. We typically send out a package in hopes that they love it. Once they get it in their hands, they become our clients for life." Shida adds, "There have also been instances in the past where assistants to top celebrities would be wearing Naked Wardrobe, and they would ask, 'Where did you get that outfit from??' We just let our clothes speak for themselves."

Back in 2012, when the brand launched, there were no influencers. But, in a matter of a few years that changed. Shideh tells me, "Users became infatuated with following influencers around, wearing similar clothes, posting similar pictures, keeping up with their lifestyles. As a result, brands started to invest in these influencers and the power that they have within a particular industry. For us, it's always been our goal to have our product line be the main driving force behind the brand. I will say that in comparison to our competitors, influencers aren't the leading driving force for our business, being that we don't pay for posts or promotions. However, a majority of our followers are influencers that have either organically come across our brand or heard about us through someone else. We do appreciate when they generously share with their followers the love they have for our brand and product." Shida adds, "Influencers who do wear our brand and post, genuinely love our brand and post voluntarily at their own discretion."

Social media has helped the brand grow, but it has also been a sticking point. Shida tells me, "Social media will always be a challenge for us. We started our brand on social media; as we continued to grow, other brands noticed our success and followed suit by jumping on the platform. Social media platforms began to notice ways to fill their own pockets with online marketing. Algorithm changes definitely made it more challenging for brands, especially newer brands trying to grow. We currently have over 1.2 million followers on a single social media platform, however only tens of thousands of them see each post. We worked hard to build our following and clientele, but when social media holds you back in this way, it's truly unfortunate." Shirin continues, "Being one of the first companies to utilize the platform for business, we stood out among everyone and soon others started emulating our vision. The challenge is staying ahead of everyone in the industry and having to constantly reinvent our vision. There is a high saturation of online business trying to compete for the consumer, and you need to stand out if you want a chance."

While the ladies remain the sole owners of Naked Wardrobe, I was curious if they've gotten any interest from investors. Shirin tells me, "We have had offers, but we never want to relinquish the brand over to business men or women that are in it only for the money." Shideh adds, "We haven't had the need to bring on investors. I believe once we've grown the business to our full capability then we can consider bringing on outside investors. There's so much more in store for us before we hit that wall." On whether or not they have any plans for retail locations in the near future, Shida explains, "We will always remain an e-commerce brand, but we have had discussions with large retails stores and we definitely plan to have pop-ups across the country for 2019".

On what is like to work with your sisters Shideh tells me, "Overall, our dynamic is great. When we need help, we lean on each other. We created this together out of our parent's home. We are truly lucky. Our parents are so proud."

... Read More

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Meet The Three Sisters Who Are Taking The Fashion World By Storm

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Working out of their parent's home with $7500 in start-up capital and a dream to take the fashion world by storm with a size inclusive brand that is actually affordable, sisters Shirin, Shida, and Shideh Kaviani pulled their varying talents together and started fashion label, Naked Wardrobe in 2012-making their first million in profit that same year.

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These articles are showing celebrities seen in Naked Wardrobe.

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Famous faces including Kylie Jenner.

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When you have 172 million eyes on it, a basic white crop top can become practically iconic. That's how many Instagram followers Kylie Jenner's posts reach, so you can bet there is significant demand for info on what she's wearing. In one of her newest pictures, it's something refreshingly relatable: Naked Wardrobe's Sweet T Crop Top ($26). She wore it with Alexander Wang jeans and a very '90s shoulder bag.

If Naked Wardrobe sounds familiar, it's because I covered its Nordstrom launch back in February after learning that it's one of Jennifer Lopez's favorite labels. J.Lo owns a Naked Wardrobe bodysuit, which she dressed up with trousers, as well as a crop top that she paired with matching leggings for a workout. Thank you, J.Lo and Kylie, for proving the versatility of these affordable basics. Scroll down to see how both Kylie Jenner and Jennifer Lopez wear Naked Wardrobe and shop the brand for yourself.

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Kylie Jenner Wore the Cheap Basics Brand J.Lo Also Loves

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When you have 172 million eyes on it, a basic white crop top can become practically iconic. That's how many Instagram followers Kylie Jenner's posts reach, so you can bet there is significant demand for info on what she's wearing. In one of her newest pictures, it's something refreshingly relatable: Naked Wardrobe's Sweet T Crop Top ($26).

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Naked Wardrobe is an online clothing brand founded by sisters Shida, Shirin, and Shideh Kaviani.

The brand has a cultlike fandom on Instagram of more than 1 million followers. It's beloved by celebrities and influencers like Jennifer Lopez, Kylie Jenner, the Kardashians, and Christina Milian.

Shideh Kaviani told Business Insider how the brand cultivates relationships with A-listers and why some celebs end up becoming long-term customers.

Visit Business Insider's homepage for more stories.

When Shideh Kaviani was a preteen she met her idol Jennifer Lopez at a concert and sobbed from her excitement after. Never in her wildest dreams did she imagine seeing the singer, actor, and icon wearing her designs.

"Even though she's been our client now for three or four years, every single time she wears Naked Wardrobe it feels like the first time for me," Kaviani, the brand's cofounder and president, told Business Insider.

Kaviani and her two older sisters, Shirin and Shida, started their Los Angeles clothing brand in 2012 from their parents' basement. The company's Los Angeles design studio has about 40 employees and freelancers, many of whom are working remotely during the coronavirus pandemic.

The company said it made more than $1 million in revenue in its first year and has since grown 40% year over year on average. Today the brand has more than 1.6 million Instagram followers and is beloved by celebrities and influencers.

'Bomb basics'

Many of Naked Wardrobe's A-list clientele are repeat wearers.

Kylie Jenner's Instagram is full of Naked Wardrobe outfits, including a $58 zip-up romper and $26 crop top she wore with designer jeans. The Kardashian sisters have worn several pieces, such as a $30 bikini top and $58 jumpsuit. Both Ciara and Christina Milian wore Naked Wardrobe's maternity pieces to show off their baby bumps, like a $42 pair of bike shorts.

The brand is known for its affordable "bomb basics": Think classics like black leggings and a white tank top that layer underneath a blazer or work on their own as a curve-hugging statement. Us Weekly magazine called the clothes "staples you can take anywhere."

A post shared by Naked Wardrobe (@nakedwardrobe)

Kaviani studied fashion design at the Fashion Institute of Design and Merchandising in Los Angeles. She walked Business Insider through how the brand attained its star-studded clientele.

The brand never pays celebs to wear its clothing

Celebrity relationships have been crucial to Naked Wardrobe's branding since the start.

The founders began by researching celebrity stylists, direct-messaging celebrities, and sending out packages of their clothes.

Many of the brand's relationships started with mutual connections, as was the case with getting Lopez on board. Nicole Isaacs, an influencer, modeled for Naked Wardrobe and had connections in the fashion world from working on the E! show "Fashion Police." Kaviani said Isaacs told Naked Wardrobe that she'd find a way to get their clothes to Lopez.

"It really was that organic, you know someone who knows someone," Kaviani said. "You take a leap of faith, and you send a package to them and you really have to believe in your product."

The brand makes a point to never pay celebrities to wear their clothing. Instead, they hope the products will speak for themselves. And they seem to accomplish that. Lopez, Jenner, and the Kardashians wear Naked Wardrobe clothes both on morning coffee runs and at red-carpet events.

"These celebrities have access to all the lines in the world, all the designers in the world, all the clothes in the world, and they choose to wear Naked Wardrobe on a daily basis for the comfort," Kaviani said.

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Products that feel like luxury pieces at attainable prices

Kaviani takes every design personally, trying them on herself before approving for production.

"I'm such a stickler for the fit - my body's very curvy myself," she said. "It always starts with that. And then once I fall in love with a fabric, I want to always create a full line out of it."

"That's what's really allowed us to achieve this success," she added.

Kaviani's mother preferred to buy higher-end long-lasting clothing and instilled that value in her daughters, she said. Their brand focuses on quality to make customers feel like the clothing is more expensive than it costs.

It all starts with a fabric that moves with the body, typically a viscose and spandex blend, which is important when you're making skintight bodysuits and dresses.

And if a new material or method is going to raise prices, Kaviani would rather take the hit, she said.

"I'm the boss that gets yelled at by my team because they're like, 'That's going to be more expensive,'" she said. "I will eat the cost ... they're not used to that mindset in this industry."

Celebrities become regular customers

Naked Wardrobe doesn't just want a one-outfit press storm. They'd rather maintain long-term relationships with the stars they dress, which requires consistency. The brand reaches out to stylists and industry connections regularly to check in and send their latest collections, Kaviani said.

"We've been doing this for eight or nine years now, and we're still building our Rolodex and our clientele. It's constant reaching out," she said.

Kaviani said many of the celebrities they've sent clothing to end up becoming regular paying customers.

"We sent our first package to J.Lo, and then she kept coming back for more," she said.

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Jennifer Lopez, Kylie Jenner, and 1.6 million followers: How a 'bomb basics' clothing startup landed the biggest celebs and influencers without paying a dime

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Naked Wardrobe is an online clothing brand founded by sisters Shida, Shirin, and Shideh Kaviani. The brand has a cultlike fandom on Instagram of more than 1 million followers. It's beloved by celebrities and influencers like Jennifer Lopez, Kylie Jenner, the Kardashians, and Christina Milian.

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Kylie Jenner stepped out over the weekend in a minimal outfit compared to her Met Gala 2019 look, but even during her laid-back days, she's still ticking the trends.

Here the reality star has styled thigh-high boots with a grey ribbed mini dress, with a leather blazer to flawlessly complete the look.

Just like us, she's a fan of minimal pieces and one go-to shopping destination for her and her sisters is Naked Wardrobe, who are all about affordable dresses.

Kylie is wearing the brand's gorgeous grey 'Snatched' dress, which you can easily dress up or down, and if you're not sure how then just watch the Kardash/Jenner sisters for tips.

Fancy copying Kylie? Click (right) to shop the dress for less than £40 or get the look for less from Brave Soul, Boohoo or Missguided via the carousel below.

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Keep it casual like Kylie Jenner wearing a Naked Wardrobe grey mini dress

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Kylie Jenner stepped out over the weekend in a minimal outfit compared to her Met Gala 2019 look, but even during her laid-back days, she's still ticking the trends. Here the reality star has styled thigh-high boots with a grey ribbed mini dress, with a leather blazer to flawlessly complete the look.

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Naked Wardrobe have a high celebrity following and seen in a variety of clothing such as Lady Gaga, Jennifer Lopez, and Khloé Kardashian, all these celeb's Instagram posts generate big sales for Naked Wardrobe. NW stated “Social media is a blessing and a curse”.

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The bond among the Kaviani sisters-the trio behind the body-con brand Naked Wardrobe -is undeniable as they sit in their sleek two-story headquarters in Woodland Hills. Born to Iranian immigrants and raised in the Valley, the three women trade jokes and gentle jabs as only siblings can. It was eldest Shirin and youngest Shideh's online shopping addiction that led to the birth of their business. Together the two hatched a plan: If they started their own site, they could buy wholesale and skim a few pieces for themselves.
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They convinced their middle sibling, Shida, who studied communications and marketing, to join them. Naked Wardrobe launched in 2012 to a lot of buzz, thanks in part to social media. "At that time we were one of a few retailers with an Instagram account," says Shideh. "Not even H&M had one back then." Two years later they created their own line of affordable basics (bodysuits, slinky dresses, and curve-hugging separates) designed for every body type. "I'm a thick girl myself," says Shideh, "and we wanted to design clothes that were inclusive and made all women feel sexy and confident." (This spring they are adding size 4X and 5X silhouettes to their collection.)
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Celebrity fans speak to the company's variety of clothing-Lady Gaga, Jennifer Lopez, and Khloé Kardashian, all of whose Instagram posts generate big sales for NW, but keeping up with demand is a challenge. "Social media is a blessing and a curse," says Shideh. The company produces 20 to 40 new pieces every week. "Some days we want to kill each other," she says, "but we wouldn't want to do it any other way."
RELATED: This L.A. Lingerie Designer Is Sick of Diversity for Show Stay up to date with everything you need to know about L.A. by following us on Facebook and Instagram.

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How Three Sisters from the Valley Turned Naked Wardrobe Into Instagram Gold

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The bond among the Kaviani sisters-the trio behind the body-con brand Naked Wardrobe -is undeniable as they sit in their sleek two-story headquarters in Woodland Hills. Born to Iranian immigrants and raised in the Valley, the three women trade jokes and gentle jabs as only siblings can.

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Naked Wardrobe was founded in 2012 on their desire to create basic wardrobe essentials, bodysuits, biker shorts, and figure, hugging dresses, all of which fall under the $100 price point. They said "look good, but feel good and makes customers happy, all at an affordable price."

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Shida Kaviani, Shirin Kaviani, Shideh Kaviani. Those names probably don't immediately ring any bells, but a mention of the sisters' popular and super affordable clothing brand, Naked Wardrobe, should do the trick. The label, whose Instagram page boasts over 1.1 million followers, was founded in 2012 on the desire to create basic wardrobe essentials-bodysuits, biker shorts, and figure-hugging dresses, all of which fall under the $100 price point-that not only "look good, but feel good and makes customers happy, all at an affordable price." In six years, Naked Wardrobe's initial collection has expanded to include luxe faux fur coats, sexy ( thong) bathing suits, and other late-night-ready pieces.

With fast-fashion brands and influencers dominating our social feeds, loyalty is the hardest thing for a brand to obtain and the easiest thing for them to lose. But Naked Wardrobe doesn't seem to have that problem, especially when the Kardashian/Jenner sisters, Jennifer Lopez, Lady Gaga, and Beyonce (!) are pretty much the brand's unofficial brand ambassadors.

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We caught up with the founders of Naked Wardrobe to get the scoop on how they got their start, the secret to running their cult-favorite brand, and how they've built their celebrity clientele.

Naked Wardrobe is six this year! How'd it all start?

Shideh: We started out of our parents' house six years ago. It all started because we all have a shopping addiction. We have a passion for fashion and for ordering stuff online and having them be delivered to our door. Back then, when we first started doing e-comm, people were really hesitant to shop online. It just wasn't the norm back then and social media was different. But social media allowed us to have this platform to really grow our business.

Did you all study any fashion in school?

Shideh: Yeah! I studied Fashion design at FIDM and I got a bachelors in business managemen,t so I definitely had some direction and insight when it came to fashion and the business side of things.

Shida: I studied communications and PR and I worked in PR. I got my feet wet at Capitol records and Warner Brother's PR and learned the ropes in that aspect.

Shirin: I studied graphic design and I have a little bit of a computer science background. I work well with a computer-I'm a little bit of a geek-so an online shop was kind of the way to go for that and is what pushed us to launch one.

What was the initial reason you all launched Naked Wardrobe?

Shideh: High quality fashion at an affordable price. Either it was high quality and you had to pay like $100 for a t-shirt, or get something that was not as high quality and more on the disposable end for $15-$25. There weren't many affordable options then, and at that time, the recession was still impacting the economy. I felt like it was important to introduce a line that was really high in quality but still affordable for the masses.

Shirin: We're aware that the majority of the world can't afford $100 pieces and we wanted to make sure that if we bring out a line that you can wash x amount of times, it's still not going to get damaged; that when you wear it you feel great and comfortable, the fabric feels amazing and that's why a lot of celebrities gravitate towards it. Whether they wear it or someone who's interning wears it, we're all the same in the end and it's nice that everyone from different spectrums can wear the brand.

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How long after you launched did business really start to pick up?

Shideh: When we first started, we really didn't know where it would go. We thought we would be able to wear a bunch of free clothes that we were selling ourselves. But from the first day we launched, we started to bring in the revenue, and it's just been growing ever since.

Walk me through the creative process.

Shideh: When it comes to designing, I want it to be something that's comfortable, sexy, that people feel good in. My sister Shirin is really adamant about us creating trends and starting things and revolutionizing different fashions. So she helps me to put out pieces that are innovative but still basic at the same time. When you think basics, you think, "God, it must be so easy to find because it's something simple," but it's truly harder to find something so simple, so we really strive to do that. When it comes to our color palette, we like to test the waters, but we're true neutral lovers. We're very black, white, brown, and grey, but people like color so we like to incorporate some pieces with color throughout the years.

We're in the age of fast-fashion, so when it comes to manufacturing and production on our end, we try to do 90% of it here, locally, so that we can have more control. Our typical turnaround is anywhere from two to four weeks and if something sells out we're able to replenish in a timely manner. We don't have many production issues, and I think that's our strong suit.

Customers are a lot more conscious when it comes to brands who push for inclusivity. How do you make sure every woman is represented?

Shideh: I think something that's really important to us and has been from the start is the fabric choices. The last thing we want is for them to order the garments, get it, and then it doesn't fit in specific places. We wanted the main selling point to be when they receive the product, it looks good, but feels good and makes customers happy, all at an affordable price. We really think about those things in the initial design state and when we're selecting the design fabric. If something doesn't have enough stretch, it's not gonna fit everybody type. We owe it all to our fabric.

Shirin: The three of us have different body types as well, so we think about that when we design.

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With 1.2 million followers and a booming clothing label, what are some of the challenges you all face?

Shideh: Social media.

Really?

Shideh: We owe all our success to social media because it provided us a platform to reach everyone in the world, but Instagram has definitely changed over the years. All these brands came onto the platform and saw the power Instagram had and wanted to get a piece of the pie. A lot of brands came and changed things around, so it's been quite challenging learning how to maneuver and what it's going to take for people to engage more or bring our following up. Something we don't do with our brand in particular is paid advertisements. We're all about having organic traffic, so we don't do any paid posts at all-on social media or any avenue. So where most brands are paying influencers to market their products, our challenge is targeting more people and growing the brand organically.

Why take that approach instead of just going the easy route and paying these influencers?

Shideh: Influencers are running Instagram and we know a lot of people look at brands that pay influencers to promote like, "Can we trust this brand?" It's really hard for us to stay away from that type of marketing, especially when we can see our competitors doing that, but for us it's so important for people to truly like the brand and for them to buy the products themselves.

How else would you say Naked Wardrobe has set themselves apart from its competitors?

Shideh: I think we just really created this cult following because people truly love the product and it really speaks for itself. Even though the economy has changed and everything is a lot more expensive, we never bring our prices up while continuing to maintain the same quality.

Shirin: It's really the product. We do have customers that write, 'We see your clothes on J. Lo. Thank you for not raising your prices even though all these celebrities are wearing your brand.' We make it a point to stay true to the brand no matter who's wearing it and people appreciate that.

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Why is it important for you all to keep Naked Wardrobe at an affordable price point, even with all the recognition the brand has received?

Shideh: The majority of our followers don't have millions of dollars to spend on clothing. It's really important to us to cater to that group instead of the celebrities.

Shida: From day one, we wanted to create an affordable, high-quality line, it's always been our vision and we never had any intention of changing. That really is our mission and it's something we have to stay true to. Do we take a lot of losses on our end because of it? Sure, absolutely. But we do whatever we can to please our customers.

Shirene: If we could give away clothes for free we would. We actually donate a ton of clothing at the end of each year.

When people hear Naked Wardrobe, what type of woman do you want them to envision?

Shideh: Every woman. It's the woman going to the club, going on a date, going to the store, or even the one at the gym.

Shida: Well that's your interpretation. When I think about the girl who wears Naked Wardrobe, I think about a fabulous, sexy woman who also loves to be comfortable. She's your everyday girl who loves to look amazing while doing her day-to-day tasks.

Shirin: She's just a bad bitch. Simple.

How did Naked Wardrobe first land on the KarJenner sisters' radar?

Shideh: One of our models, who was a part of our team, was affiliated with the sisters because she used to work for Fashion Police on E!. One day we decided that we were going to send a package out to Khloe, not knowing whether or not she was going to wear it or whether she was going to like it, but we sent it anyways. It's been love ever since then. Really the product speaks for itself, so when we send out these packages to the celebs, we just bite the bullet and hope they'll wear at least one thing. Every time we introduce Naked Wardrobe to a new celebrity client, they keep wearing the pieces for like the next few weeks. We're been fortunate to connect with so many celebrity stylists and they've been so gracious enough to respond to us and they have become fans of the brand very organically.

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Jennifer Lopez and Lady Gaga are also fans of the brand.

Shideh: It's surreal. Beyonce has Naked Wardrobe as well. Her stylist hit us up and told us she loves the brand so it's just a matter of time before she wears us out in public. Our line is affordable and you wouldn't think that these celebs, who have access to all the brands in the book, would choose to wear our this budget friendly brand. Why would they wear a $30 dress when they can wear a Saint Laurent gown for thousands of dollars? We say this a lot but I think that's the most rewarding part about this.

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These Three Sisters Turned a Shopping Addiction Into a Multi-Million Dollar Empire

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Shida Kaviani, Shirin Kaviani, Shideh Kaviani. Those names probably don't immediately ring any bells, but a mention of the sisters' popular and super affordable clothing brand, Naked Wardrobe, should do the trick.

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The diaries of the rich and famous look a lot like ours right now: stay at home, work from home, cook, document the process, maybe read a book and finish the evening partaking in an Instagram Live. And their wardrobes are starting to simulate ours, too.

Take, for instance, Kylie Jenner's new stay-at-home favourite. Out with the hyper-glam, cut-out dresses that we're used to seeing her wear on red carpets or the more business-boosting power shoulders she'll wear to Kylie Cosmetics HQ, and in instead with zip-up jumpsuits that prove to be practical, stylish and, for a billionaire's wardrobe at least, surprisingly affordable. It's an upgrade from our PJs and tracksuits, but it's from the same school of comfort.

Her choice? Naked Wardrobe 's £60 option, as we saw in a straight-to-grid Instagram post last week. Needless to say that the second-skin fit is now sold out, with the beauty mogul's support to the independent brand proving more important than ever.

"Celebrity endorsements are an incredible tool for brands, however, it can be very costly (from what we hear)," Naked Wardrobe co-founder Shida Kaviani told Miss Vogue. "We've been incredibly fortunate that our celebrity clientele are in fact our actual clients and supporters of Naked Wardrobe." Thus far, fans of Shida and her sisters' not-so-basic basics, alongside Kylie, include Hailey Bieber, Cardi B, and Lady Gaga.

Like all companies and fashion brands right now, this family-run organisation is rewiring how they produce and trade, to not only protect their staff, but the business too. "The health of our team and clients is our main focus," Shida explained. "We've had to make some significant changes to reflect these unprecedented times we are all currently faced with. We are fortunate to have our direct-to-consumer business be online based and still be able to run at a minimal level."

Needless to say that an organic boost of endorsement from Kylie brought in a welcome flush of business for the sisters who run Naked Wardrobe out of California, as well as an enjoyable insight into Kylie's quarantine time. "We're all in this together, and seeing what our favourite celebs are wearing, cooking, and what their daily lives look like while we are all staying at home is also something to look forward to," Shida added.
More from British Vogue...

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Kylie Jenner's Surprisingly Affordable Jumpsuit Is A Stay-At-Home Take On Her Red-Carpet Style

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The diaries of the rich and famous look a lot like ours right now: stay at home, work from home, cook, document the process, maybe read a book and finish the evening partaking in an Instagram Live. And their wardrobes are starting to simulate ours, too. Take, for instance, Kylie Jenner's new stay-at-home favourite.

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"They recently introduced maternity and in September are set to launch a statement collection that includes suiting, dresses, streetwear, outerwear and mix-and-match pieces. Plans call for men’s about a year from now."

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Naked Wardrobe is helping shake up the definition of what defines fast fashion today.

While retailers such as Zara, H&M and Forever 21 have long-held court as leaders of the segment, digital brand Naked Wardrobe has been quietly operating under the radar since its 2012 start, closing on $1 million in revenue in its first year of business while averaging nearly 40 percent year-over-year growth since then. The company is debt free, has no outside investors and is run by three sisters: president Shideh Kaviani, vice president Shida Kaviani and chief executive officer Shirin Kaviani.

Now the company is looking to make a go at wholesale with retail partnerships in the works for the fourth quarter and plans to expand its facilities in Northridge, Calif., from 25,000 square feet to just under 100,000 square feet.

Like the leaders of other digital brands, the sisters quickly saw the potential in the online world and what scale could mean using e-commerce and social media.

"When we started our company back in 2012, out of our parents' house, it was before there were many online stores," said Shideh Kaviani. "Very few people trusted online shopping at that time. They just were skeptical. There were so many what-ifs. We had always, always, always been involved in the Internet. Our dad was an avid believer in the power of the Internet and we were all into fashion."

So they melded the two with a focus on affordable, quality pieces sold in their online shop. Think, for example, $32 spandex bodysuits and bike shorts, $40 form-fitting maxiskirts and $52 jumpsuits in a range of solid colorways and prints. Within the company's first month, it sold about $35,000 in merchandise. Since then, the Kardashian and Jenner sisters, Jennifer Lopez, Beyoncé and Lady Gaga have been photographed wearing Naked Wardrobe.

"I did have goals and envisioned celebrities that would eventually one day be wearing our brand," Shida Kaviani said.

About 90 percent of Naked Wardrobe is made domestically. It used to be 100 percent, but that changed as the company introduced more intricate pieces, such as outerwear, suiting and beaded garments. They recently introduced maternity and in September are set to launch a statement collection that includes suiting, dresses, streetwear, outerwear and mix-and-match pieces. Plans call for men's about a year from now.

Earlier this month the sisters opened Naked Wardrobe's first pop-up store on Melrose Avenue. The six-week operating time frame was later extended, with the store set to be open until Aug. 20. The demand and interest generated gave the Kavianis confidence that retail would be their next play, with New York set to get the next pop-up as early as November.

If the New York store does well, it could convert to a permanent spot given the market is Naked Wardrobe's largest.

A few years ago, the company tested wholesale with the Kardashian sisters' Dash stores.

"They were great, loyal clients of ours and we decided to do that with them," Shideh Kaviani said, adding the line was one of Dash's top sellers. "Since then we haven't done any other wholesale; we've just been building our online business."

That focus began to shift more recently as the sisters began entertaining the idea of retail and are now set to launch Naked Wardrobe at multiple retailers in the fourth quarter, with a few doors containing concessions.

They declined to say which retailers, but described them as some of the major names in the U.S.

Shideh Kaviani recalled always wanting to be in higher end retailers, such as a Saks Fifth Avenue or Barneys New York, for the juxtaposition Naked Wardrobe's affordable price points could be to higher end, pricier items in those types of stores. She said she always hesitated at the idea of any retailer being interested in putting a value-priced offering on their floors.

"These major retailers are trying to pull in a younger demographic and the Gen Z and Gen Y demographic," Shideh Kaviani said. "We'll drive a younger demographic or a more social media audience."

The company currently boasts an Instagram following of 1.3 million.

Naked Wardrobe, while still touting affordability, has begun dabbling in slightly higher price points for its customer base and the results have been enough to suggest its followers will tolerate the increases. The company launched denim in April, which retailed from $80 to $102 - higher prices in comparison to other pieces they carry. However, the most expensive pair was what ended up selling out first.

The ultimate goal, the three say, is to catapult Naked Wardrobe into a full-on lifestyle brand. To do that, they recognize they'll need to keep up in this hyper-charged world where consumers are fickle with their trends and relevance is as fleeting as a Snap.

"Everything is so fast. I always joke fast fashion is not fast fashion. It's fast, fast, fast fashion with social media," Shideh Kaviani said. "I think the biggest challenge for us is constantly keeping up. The great thing is we like to think of ourselves as trendsetters and industry leaders. We strive to continue to really set the tone, set the trends and move on just as quickly as possible to the next thing."

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Naked Wardrobe Founders Discuss Growth, Retail

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Naked Wardrobe is helping shake up the definition of what defines fast fashion today. While retailers such as Zara, H&M and Forever 21 have long-held court as leaders of the segment, digital brand Naked Wardrobe has been quietly operating under the radar since its 2012 start, closing on $1 million in revenue in its first year of business while averaging nearly 40 percent year-over-year growth since then.

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Nov 6, 2020 - Explore naked wardrobe's board "Naked Wardrobe Must-Have", followed by 4999 people on Pinterest. See more ideas about Wardrobe, Fashion, Naked.

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Naked Wardrobe, Los Angeles, CA. 64,062 likes · 870 talking about this. Shop Now & Get Naked.

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The Media catching celebs wearing Naked Wardrobe featured on Naked Wardrobe Website

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Women's Naked Wardrobe Clothing | Nordstrom

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Free shipping and returns on Women's Naked Wardrobe Clothing at Nordstrom.com.

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This Is What Naked Wardrobe Looks Like In Real Life | Online, IRL | ELLE

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What do Jennifer Lopez, Kourtney and Khloe Kardashian and Kylie Jenner all have in common? Besides killer curves, the women are all fans of the affordable basics brand Naked Wardrobe, having been spotted in the line's collection of sexy separates on multiple occasions.

It makes sense that the stars would be drawn to the brand, whose focus is on clothing that blends comfort and sex appeal while catering to a range of diverse body types, including moms-to-be. They also work hard to create clothes that make women look and feel their best, an idea that's at the core of the brand.

"My sisters and I launched the brand in our parents' home almost a decade ago, [and] we wanted to create products that were very body-conscious, that made women feel empowered and made them feel really, really great in their own skin," co-founder Shideh Kaviani told Yahoo Lifestyle Canada.

"It's really hard to wear tight-fitting clothes and feel sexy sometimes, and so it was really important for us that we created garments that made women feel super confident in themselves."
ALSO SEE: Hailey Bieber shows off her best assets in a yellow ribbed bikini and a pair of 'Brazil' Nike Dunks
Although Naked Wardrobe has been around for almost a decade, it really began picking up steam after appearances on a few high-profile celebrities, bringing their direct-to-consumer brand into the spotlight. Despite the brand's success and the celebrities that have now become repeat customers, Kaviani says that the goal at Naked Wardrobe is always the same: make women feel amazing in their clothes.

"Celebrities wearing the brand is always, always the most amazing feeling when we see it. With Khloe, with Kylie, whoever it may be, it's such an honour that they choose to wear the brand," she admitted.

"Although we love our celebrity clients, all of our clients are no different. Everything that we've done up until this point really is about them, and about creating a product that makes them feel good."

Originally only available through their website, customers can now find Naked Wardrobe at both Macy's and Nordstrom, giving them the option to see, feel, and try on the clothes in person.

Pieces start at just $20 USD for crop tops and tanks, and range up to $128 USD for outerwear, making the brand's pricing on par with some of the biggest names in fast fashion, but with a focus on quality fabrics.

"[We're] creating the highest quality at an affordable price point, and really giving our consumers luxury products that they don't have to break the bank for. I think that's really the essence of our brand," says Kaviani.

If you're looking to bring a few of the celeb-approved basics into your closet, shop Naked Wardrobe below!

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Celebs can't get enough of Naked Wardrobe, the brand whose sexy basics are J.Lo and Kardashian-approved

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Yahoo Lifestyle Canada is committed to finding you the best products at the best prices. We may receive a share from purchases made via links on this page. Pricing and availability are subject to change. What do Jennifer Lopez, Kourtney and Khloe Kardashian and Kylie Jenner all have in common?

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Malika's collection with Naked Wardrobe gave the brand a lot of publicity as she is very close with the Kardashians.

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Just six months after giving birth to baby Ace, Malika Haqq is unveiling a fashion line inspired by her son.

The social media star and Kardashian BFF's new collaboration with celeb-loved basics brand Naked Wardrobe, dubbed Mama Malika, features matching sets for moms, babies and children.

"Ace is so cool. The whole idea of matching came from me loving his style," Haqq, 37, told Page Six Style.

"I can't necessarily get away with wearing little boys' clothing, but this unisex collaboration now means that mommy and baby can achieve dressing alike. I'm obsessed with the idea of dressing identical to my son and I know I'm not the only mommy that is."

Continued the star, "We knew the best way to approach this collection was for the styles and color palette to be unisex, allowing a mother to match with son, daughter or both."

To that end, the Mama Malika collection's jumpsuits, bodysuits, rompers and shorts are available in baby blue, chocolate brown and camouflage, with children's sizes ranging from 6 months to 5 years old and prices ranging from $26 to $42.

"The quality and styles could really be at an advanced price point, but they humbly have made their product available to all," Haqq gushed of Naked Wardrobe, adding that its wares "truly make women feel good in their clothing and in their own skin."

The LA native said she's spent "the majority of the pandemic" prepping this project, and was thankful to have the creative outlet. "It gave me a positive place to focus on myself and my son," she explained.

And don't expect Haqq's obsession with twinning with her little boy to fade anytime soon. "I plan to get away with it until he's a teenager with a strong opinion," she joked.

Naked Wardrobe's Mama Malika collection will be available online starting Friday at 12 p.m. ET.

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Malika Haqq's new Naked Wardrobe collection is inspired by her son Ace

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Just six months after giving birth to baby Ace, Malika Haqq is unveiling a fashion line inspired by her son. The social media star and Kardashian BFF's new collaboration with celeb-loved basics brand Naked Wardrobe, dubbed Mama Malika, features matching sets for moms, babies and children. "Ace is so cool.

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Naked Wardrobe wanted to create an aesthetic that appealed to a more fashionable woman. “These major retailers are trying to pull in a younger demographic and the Gen Z and Gen Y demographic,”

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Naked Wardrobe is helping shake up the definition of what defines fast fashion today.

While retailers such as Zara, H&M and Forever 21 have long-held court as leaders of the segment, digital brand Naked Wardrobe has been quietly operating under the radar since its 2012 start, closing on $1 million in revenue in its first year of business while averaging nearly 40 percent year-over-year growth since then. The company is debt free, has no outside investors and is run by three sisters: president Shideh Kaviani, vice president Shida Kaviani and chief executive officer Shirin Kaviani.

Now the company is looking to make a go at wholesale with retail partnerships in the works for the fourth quarter and plans to expand its facilities in Northridge, Calif., from 25,000 square feet to just under 100,000 square feet.

Like the leaders of other digital brands, the sisters quickly saw the potential in the online world and what scale could mean using e-commerce and social media.

"When we started our company back in 2012, out of our parents' house, it was before there were many online stores," said Shideh Kaviani. "Very few people trusted online shopping at that time. They just were skeptical. There were so many what-ifs. We had always, always, always been involved in the Internet. Our dad was an avid believer in the power of the Internet and we were all into fashion."

So they melded the two with a focus on affordable, quality pieces sold in their online shop. Think, for example, $32 spandex bodysuits and bike shorts, $40 form-fitting maxiskirts and $52 jumpsuits in a range of solid colorways and prints. Within the company's first month, it sold about $35,000 in merchandise. Since then, the Kardashian and Jenner sisters, Jennifer Lopez, Beyoncé and Lady Gaga have been photographed wearing Naked Wardrobe.

"I did have goals and envisioned celebrities that would eventually one day be wearing our brand," Shida Kaviani said.

About 90 percent of Naked Wardrobe is made domestically. It used to be 100 percent, but that changed as the company introduced more intricate pieces, such as outerwear, suiting and beaded garments. They recently introduced maternity and in September are set to launch a statement collection that includes suiting, dresses, streetwear, outerwear and mix-and-match pieces. Plans call for men's about a year from now.

Earlier this month the sisters opened Naked Wardrobe's first pop-up store on Melrose Avenue. The six-week operating time frame was later extended, with the store set to be open until Aug. 20. The demand and interest generated gave the Kavianis confidence that retail would be their next play, with New York set to get the next pop-up as early as November.

If the New York store does well, it could convert to a permanent spot given the market is Naked Wardrobe's largest.

A few years ago, the company tested wholesale with the Kardashian sisters' Dash stores.

"They were great, loyal clients of ours and we decided to do that with them," Shideh Kaviani said, adding the line was one of Dash's top sellers. "Since then we haven't done any other wholesale; we've just been building our online business."

That focus began to shift more recently as the sisters began entertaining the idea of retail and are now set to launch Naked Wardrobe at multiple retailers in the fourth quarter, with a few doors containing concessions.

They declined to say which retailers, but described them as some of the major names in the U.S.

Shideh Kaviani recalled always wanting to be in higher end retailers, such as a Saks Fifth Avenue or Barneys New York, for the juxtaposition Naked Wardrobe's affordable price points could be to higher end, pricier items in those types of stores. She said she always hesitated at the idea of any retailer being interested in putting a value-priced offering on their floors.

"These major retailers are trying to pull in a younger demographic and the Gen Z and Gen Y demographic," Shideh Kaviani said. "We'll drive a younger demographic or a more social media audience."

The company currently boasts an Instagram following of 1.3 million.

Naked Wardrobe, while still touting affordability, has begun dabbling in slightly higher price points for its customer base and the results have been enough to suggest its followers will tolerate the increases. The company launched denim in April, which retailed from $80 to $102 - higher prices in comparison to other pieces they carry. However, the most expensive pair was what ended up selling out first.

The ultimate goal, the three say, is to catapult Naked Wardrobe into a full-on lifestyle brand. To do that, they recognize they'll need to keep up in this hyper-charged world where consumers are fickle with their trends and relevance is as fleeting as a Snap.

"Everything is so fast. I always joke fast fashion is not fast fashion. It's fast, fast, fast fashion with social media," Shideh Kaviani said. "I think the biggest challenge for us is constantly keeping up. The great thing is we like to think of ourselves as trendsetters and industry leaders. We strive to continue to really set the tone, set the trends and move on just as quickly as possible to the next thing."

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Naked Wardrobe Founders Discuss Growth, Retail

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Naked Wardrobe is helping shake up the definition of what defines fast fashion today. While retailers such as Zara, H&M and Forever 21 have long-held court as leaders of the segment, digital brand Naked Wardrobe has been quietly operating under the radar since its 2012 start, closing on $1 million in revenue in its first year of business while averaging nearly 40 percent year-over-year growth since then.

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An idea where the customer lives

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"BEST CUSTOMER SERVICE & CLOTHES"

I LOVE naked wardrobe! I live in Los Angeles and every single time I have placed an order, I have received it within 2-3 days. Not sure why people are complaining about the shipping because on the naked wardrobe website it clearly states, how long shipping will take depending on where you live and the rest is up to USPS. They are constantly emailing me new promo codes, at least 2-3. Times a week for discounts, which is very generous. One time my dress was ripped and I emailed customer service with a polite message and a photo of the dress. I received a response in a very timely manner. A brand new dress arrived 2 days later and they didn't even have me send the ripped one back. The packaging is always so clean and neatly wrapped in plastic, tissue paper, and a polymailer bag to keep the clothes in good condition. I'll always shop from naked wardrobe. It's my favorite store and I've never had a problem with customer service. I also was fortunate enough to meet one of the sisters who runs the company, she was definitely the nicest person I have ever met. I was shocked at how sweet and generous she was. Anyone who has a problem with their clothes, website, shipping, customer service, etc. should give it another chance because we've all had bad experiences shopping anywhere and everywhere. Even amazon will send an automated email that says "thank you for your inquiry we will respond within 24-48 hours" Naked wardrobe has clothes that can be worn over and over again without anyone noticing it's the same outfit. All you need to do is layer a different jacket or duster over it. The nw exclusive fabric is really flattering and hugs your body in. I wish I could buy everything from their website!

See positive reviews

"Disappointed"

I loved Naked Wardrobe until they sent me the wrong size and wouldn't respond to any of my emails for an exchange or refund. I ordered a large bodysuit and received an extra small. I sent emails with pictures, receipt, tracking number, etc. everything they require and I've gotten no response. It's not my fault they sent the wrong size. I'm so disappointed. I loved them, but l'll never order from them again.

See critical reviews

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43 reviews for Naked Wardrobe, 1.5 stars: 'I've ordered my item and waited for it to arrive for a long period. Suddenly my order was cancelled. I don't know whether it was cancelled intentionally or accidentally because they didn't stated the reasons why they cancelled the item.

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On Brand and Trend Report

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Reflective Blog - Brand and Trend Report

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TEAMWORK

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Strengths, Weaknesses, Opportunities, Threats top ASOS competitors and includes ASOS target market, segmentation, positioning & Unique Selling Proposition

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SWOT analysis of ASOS analyses the brand by its strengths, weaknesses, opportunities & threats. In ASOS SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like ASOS to benchmark its business & performance as compared to the competitors. ASOS is one of the leading brands in the lifestyle and retail sector.

The table below lists the ASOS SWOT (Strengths, Weaknesses, Opportunities, Threats), top ASOS competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

ASOS Brand Analysis

SWOT Analysis of ASOS

ASOS Strengths

Below are the Strengths in the SWOT Analysis of ASOS:

1. ASOS is one the largest independent online and fashion beauty retailer based out of UK

2. ASOS ells over 800 brands as well as its own private label of clothes and other merchandize

3. The company uses innovative ways to display merchandise to customers and interactive ways to shop, including customer created looks, company edited fashion trends, and the ASOS marketplace.

4. It connects and actively engages with its customers through social media platforms including Twitter, Facebook, Instagram, Youtube etc.

5. ASOS focuses on international expansion and growth with sales growth outside of UK

6. International supply chain has increased the visibility and business of ASOS globally

7. Has over 4000 employees as a part of the organization

8. It has its business spread in close to 200 countries

9. The annual revenue of the brand is in excess of $3 billion

10. The company has strengthened its position in the online market via strategic investment in the ecommerce segment

ASOS Weaknesses

Here are the weaknesses in the ASOS SWOT Analysis:

1. Immense competition from global retail players and ecommerce platforms means limited market share

2. The brand is largely dependent on a few countries for its revenue

ASOS Opportunities

Following are the Opportunities in ASOS SWOT Analysis:

1. Consumers are willing to spend more money on unique products is a opportunity to grow for ASOS

2. Increasing mobile penetration helps people to make more purchases from mobile platforms

3. Globalization is expanding the reach of retailers, as they are able to connect with consumers across the globe and grow their businesses

ASOS Threats

The threats in the SWOT Analysis of ASOS are as mentioned:

1. Larger retailers existing in both digital and physical domain may have more brand recognition than ASOS, as they gain consumers through foot traffic as well as their online platform.

2. Uncertain economic conditions, fluctuating currency values etc. can lead to loss of business

3. The company needs to be wary of loss of confidential customer data

ASOS Competition

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to ASOS. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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ASOS SWOT Analysis, Competitors & USP | MBA Skool

# data[].attributes.attachment_link.description
SWOT analysis of ASOS analyses the brand by its strengths, weaknesses, opportunities & threats. In ASOS SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. SWOT Analysis is a proven management framework which enables a brand like ASOS to benchmark its business & performance as compared to the competitors.

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When researching trends for SS21, I came across easy-to-wear loungewear and lingerie. And in this trend I found Cutout Cross-Category Body Wear for young, sexier looks with shoulder-revealing openings and dressed-up shape wear and with a less sporty look.

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In this WGSN report it stated the S/S 21 catwalk colour mix and the top colour was beige and dark brown.

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When researching what colours would be best for my range I looked closely into past colours that have sold well at Naked Wardrobe. I decided to choose pale neutrals for my range as it has been predicted as a key colour trend for S/S21(WGSN).

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When researching trends for SS21, I came across easy-to-wear loungewear and lingerie. And in this trend I found Cutout Cross-Category Body Wear for young, sexier looks with shoulder-revealing openings and dressed-up shape wear and with a less sporty look.

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Their clothing is comfortable, sexy, that their customers feel good in. Naked Wardrobe is the 'trend setter' by having the celebs seen in their looks.

'We’re in the age of fast-fashion, so when it comes to manufacturing and production on our end, we try to do 90% of it here'. Naked Wardrobe like to make their clothing locally, so that they can have more control. And their turnaround is anywhere from two to four weeks and if something sells out they able to replenish in a timely manner. Naked Wardrobe don’t have many production issues, and they think that’s their strong suit.

# data[].attributes.attachment_link.readable_text
Shida Kaviani, Shirin Kaviani, Shideh Kaviani. Those names probably don't immediately ring any bells, but a mention of the sisters' popular and super affordable clothing brand, Naked Wardrobe, should do the trick. The label, whose Instagram page boasts over 1.1 million followers, was founded in 2012 on the desire to create basic wardrobe essentials-bodysuits, biker shorts, and figure-hugging dresses, all of which fall under the $100 price point-that not only "look good, but feel good and makes customers happy, all at an affordable price." In six years, Naked Wardrobe's initial collection has expanded to include luxe faux fur coats, sexy ( thong) bathing suits, and other late-night-ready pieces.

With fast-fashion brands and influencers dominating our social feeds, loyalty is the hardest thing for a brand to obtain and the easiest thing for them to lose. But Naked Wardrobe doesn't seem to have that problem, especially when the Kardashian/Jenner sisters, Jennifer Lopez, Lady Gaga, and Beyonce (!) are pretty much the brand's unofficial brand ambassadors.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

We caught up with the founders of Naked Wardrobe to get the scoop on how they got their start, the secret to running their cult-favorite brand, and how they've built their celebrity clientele.

Naked Wardrobe is six this year! How'd it all start?

Shideh: We started out of our parents' house six years ago. It all started because we all have a shopping addiction. We have a passion for fashion and for ordering stuff online and having them be delivered to our door. Back then, when we first started doing e-comm, people were really hesitant to shop online. It just wasn't the norm back then and social media was different. But social media allowed us to have this platform to really grow our business.

Did you all study any fashion in school?

Shideh: Yeah! I studied Fashion design at FIDM and I got a bachelors in business managemen,t so I definitely had some direction and insight when it came to fashion and the business side of things.

Shida: I studied communications and PR and I worked in PR. I got my feet wet at Capitol records and Warner Brother's PR and learned the ropes in that aspect.

Shirin: I studied graphic design and I have a little bit of a computer science background. I work well with a computer-I'm a little bit of a geek-so an online shop was kind of the way to go for that and is what pushed us to launch one.

What was the initial reason you all launched Naked Wardrobe?

Shideh: High quality fashion at an affordable price. Either it was high quality and you had to pay like $100 for a t-shirt, or get something that was not as high quality and more on the disposable end for $15-$25. There weren't many affordable options then, and at that time, the recession was still impacting the economy. I felt like it was important to introduce a line that was really high in quality but still affordable for the masses.

Shirin: We're aware that the majority of the world can't afford $100 pieces and we wanted to make sure that if we bring out a line that you can wash x amount of times, it's still not going to get damaged; that when you wear it you feel great and comfortable, the fabric feels amazing and that's why a lot of celebrities gravitate towards it. Whether they wear it or someone who's interning wears it, we're all the same in the end and it's nice that everyone from different spectrums can wear the brand.

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How long after you launched did business really start to pick up?

Shideh: When we first started, we really didn't know where it would go. We thought we would be able to wear a bunch of free clothes that we were selling ourselves. But from the first day we launched, we started to bring in the revenue, and it's just been growing ever since.

Walk me through the creative process.

Shideh: When it comes to designing, I want it to be something that's comfortable, sexy, that people feel good in. My sister Shirin is really adamant about us creating trends and starting things and revolutionizing different fashions. So she helps me to put out pieces that are innovative but still basic at the same time. When you think basics, you think, "God, it must be so easy to find because it's something simple," but it's truly harder to find something so simple, so we really strive to do that. When it comes to our color palette, we like to test the waters, but we're true neutral lovers. We're very black, white, brown, and grey, but people like color so we like to incorporate some pieces with color throughout the years.

We're in the age of fast-fashion, so when it comes to manufacturing and production on our end, we try to do 90% of it here, locally, so that we can have more control. Our typical turnaround is anywhere from two to four weeks and if something sells out we're able to replenish in a timely manner. We don't have many production issues, and I think that's our strong suit.

Customers are a lot more conscious when it comes to brands who push for inclusivity. How do you make sure every woman is represented?

Shideh: I think something that's really important to us and has been from the start is the fabric choices. The last thing we want is for them to order the garments, get it, and then it doesn't fit in specific places. We wanted the main selling point to be when they receive the product, it looks good, but feels good and makes customers happy, all at an affordable price. We really think about those things in the initial design state and when we're selecting the design fabric. If something doesn't have enough stretch, it's not gonna fit everybody type. We owe it all to our fabric.

Shirin: The three of us have different body types as well, so we think about that when we design.

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With 1.2 million followers and a booming clothing label, what are some of the challenges you all face?

Shideh: Social media.

Really?

Shideh: We owe all our success to social media because it provided us a platform to reach everyone in the world, but Instagram has definitely changed over the years. All these brands came onto the platform and saw the power Instagram had and wanted to get a piece of the pie. A lot of brands came and changed things around, so it's been quite challenging learning how to maneuver and what it's going to take for people to engage more or bring our following up. Something we don't do with our brand in particular is paid advertisements. We're all about having organic traffic, so we don't do any paid posts at all-on social media or any avenue. So where most brands are paying influencers to market their products, our challenge is targeting more people and growing the brand organically.

Why take that approach instead of just going the easy route and paying these influencers?

Shideh: Influencers are running Instagram and we know a lot of people look at brands that pay influencers to promote like, "Can we trust this brand?" It's really hard for us to stay away from that type of marketing, especially when we can see our competitors doing that, but for us it's so important for people to truly like the brand and for them to buy the products themselves.

How else would you say Naked Wardrobe has set themselves apart from its competitors?

Shideh: I think we just really created this cult following because people truly love the product and it really speaks for itself. Even though the economy has changed and everything is a lot more expensive, we never bring our prices up while continuing to maintain the same quality.

Shirin: It's really the product. We do have customers that write, 'We see your clothes on J. Lo. Thank you for not raising your prices even though all these celebrities are wearing your brand.' We make it a point to stay true to the brand no matter who's wearing it and people appreciate that.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

Why is it important for you all to keep Naked Wardrobe at an affordable price point, even with all the recognition the brand has received?

Shideh: The majority of our followers don't have millions of dollars to spend on clothing. It's really important to us to cater to that group instead of the celebrities.

Shida: From day one, we wanted to create an affordable, high-quality line, it's always been our vision and we never had any intention of changing. That really is our mission and it's something we have to stay true to. Do we take a lot of losses on our end because of it? Sure, absolutely. But we do whatever we can to please our customers.

Shirene: If we could give away clothes for free we would. We actually donate a ton of clothing at the end of each year.

When people hear Naked Wardrobe, what type of woman do you want them to envision?

Shideh: Every woman. It's the woman going to the club, going on a date, going to the store, or even the one at the gym.

Shida: Well that's your interpretation. When I think about the girl who wears Naked Wardrobe, I think about a fabulous, sexy woman who also loves to be comfortable. She's your everyday girl who loves to look amazing while doing her day-to-day tasks.

Shirin: She's just a bad bitch. Simple.

How did Naked Wardrobe first land on the KarJenner sisters' radar?

Shideh: One of our models, who was a part of our team, was affiliated with the sisters because she used to work for Fashion Police on E!. One day we decided that we were going to send a package out to Khloe, not knowing whether or not she was going to wear it or whether she was going to like it, but we sent it anyways. It's been love ever since then. Really the product speaks for itself, so when we send out these packages to the celebs, we just bite the bullet and hope they'll wear at least one thing. Every time we introduce Naked Wardrobe to a new celebrity client, they keep wearing the pieces for like the next few weeks. We're been fortunate to connect with so many celebrity stylists and they've been so gracious enough to respond to us and they have become fans of the brand very organically.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

Jennifer Lopez and Lady Gaga are also fans of the brand.

Shideh: It's surreal. Beyonce has Naked Wardrobe as well. Her stylist hit us up and told us she loves the brand so it's just a matter of time before she wears us out in public. Our line is affordable and you wouldn't think that these celebs, who have access to all the brands in the book, would choose to wear our this budget friendly brand. Why would they wear a $30 dress when they can wear a Saint Laurent gown for thousands of dollars? We say this a lot but I think that's the most rewarding part about this.

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These Three Sisters Turned a Shopping Addiction Into a Multi-Million Dollar Empire

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Shida Kaviani, Shirin Kaviani, Shideh Kaviani. Those names probably don't immediately ring any bells, but a mention of the sisters' popular and super affordable clothing brand, Naked Wardrobe, should do the trick.

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Group Work

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Excel Sheet

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L4 T2 PROJECT 3 LINE DETAIL Lauren Range Plan with VAT

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For their colour palette, they like to test the waters, but are very true neutral lovers. They love very black, white, brown, and grey, but their customer does like colour so they like to incorporate some pieces with colour throughout the years.

# data[].attributes.attachment_link.readable_text
Shida Kaviani, Shirin Kaviani, Shideh Kaviani. Those names probably don't immediately ring any bells, but a mention of the sisters' popular and super affordable clothing brand, Naked Wardrobe, should do the trick. The label, whose Instagram page boasts over 1.1 million followers, was founded in 2012 on the desire to create basic wardrobe essentials-bodysuits, biker shorts, and figure-hugging dresses, all of which fall under the $100 price point-that not only "look good, but feel good and makes customers happy, all at an affordable price." In six years, Naked Wardrobe's initial collection has expanded to include luxe faux fur coats, sexy ( thong) bathing suits, and other late-night-ready pieces.

With fast-fashion brands and influencers dominating our social feeds, loyalty is the hardest thing for a brand to obtain and the easiest thing for them to lose. But Naked Wardrobe doesn't seem to have that problem, especially when the Kardashian/Jenner sisters, Jennifer Lopez, Lady Gaga, and Beyonce (!) are pretty much the brand's unofficial brand ambassadors.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

We caught up with the founders of Naked Wardrobe to get the scoop on how they got their start, the secret to running their cult-favorite brand, and how they've built their celebrity clientele.

Naked Wardrobe is six this year! How'd it all start?

Shideh: We started out of our parents' house six years ago. It all started because we all have a shopping addiction. We have a passion for fashion and for ordering stuff online and having them be delivered to our door. Back then, when we first started doing e-comm, people were really hesitant to shop online. It just wasn't the norm back then and social media was different. But social media allowed us to have this platform to really grow our business.

Did you all study any fashion in school?

Shideh: Yeah! I studied Fashion design at FIDM and I got a bachelors in business managemen,t so I definitely had some direction and insight when it came to fashion and the business side of things.

Shida: I studied communications and PR and I worked in PR. I got my feet wet at Capitol records and Warner Brother's PR and learned the ropes in that aspect.

Shirin: I studied graphic design and I have a little bit of a computer science background. I work well with a computer-I'm a little bit of a geek-so an online shop was kind of the way to go for that and is what pushed us to launch one.

What was the initial reason you all launched Naked Wardrobe?

Shideh: High quality fashion at an affordable price. Either it was high quality and you had to pay like $100 for a t-shirt, or get something that was not as high quality and more on the disposable end for $15-$25. There weren't many affordable options then, and at that time, the recession was still impacting the economy. I felt like it was important to introduce a line that was really high in quality but still affordable for the masses.

Shirin: We're aware that the majority of the world can't afford $100 pieces and we wanted to make sure that if we bring out a line that you can wash x amount of times, it's still not going to get damaged; that when you wear it you feel great and comfortable, the fabric feels amazing and that's why a lot of celebrities gravitate towards it. Whether they wear it or someone who's interning wears it, we're all the same in the end and it's nice that everyone from different spectrums can wear the brand.

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How long after you launched did business really start to pick up?

Shideh: When we first started, we really didn't know where it would go. We thought we would be able to wear a bunch of free clothes that we were selling ourselves. But from the first day we launched, we started to bring in the revenue, and it's just been growing ever since.

Walk me through the creative process.

Shideh: When it comes to designing, I want it to be something that's comfortable, sexy, that people feel good in. My sister Shirin is really adamant about us creating trends and starting things and revolutionizing different fashions. So she helps me to put out pieces that are innovative but still basic at the same time. When you think basics, you think, "God, it must be so easy to find because it's something simple," but it's truly harder to find something so simple, so we really strive to do that. When it comes to our color palette, we like to test the waters, but we're true neutral lovers. We're very black, white, brown, and grey, but people like color so we like to incorporate some pieces with color throughout the years.

We're in the age of fast-fashion, so when it comes to manufacturing and production on our end, we try to do 90% of it here, locally, so that we can have more control. Our typical turnaround is anywhere from two to four weeks and if something sells out we're able to replenish in a timely manner. We don't have many production issues, and I think that's our strong suit.

Customers are a lot more conscious when it comes to brands who push for inclusivity. How do you make sure every woman is represented?

Shideh: I think something that's really important to us and has been from the start is the fabric choices. The last thing we want is for them to order the garments, get it, and then it doesn't fit in specific places. We wanted the main selling point to be when they receive the product, it looks good, but feels good and makes customers happy, all at an affordable price. We really think about those things in the initial design state and when we're selecting the design fabric. If something doesn't have enough stretch, it's not gonna fit everybody type. We owe it all to our fabric.

Shirin: The three of us have different body types as well, so we think about that when we design.

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With 1.2 million followers and a booming clothing label, what are some of the challenges you all face?

Shideh: Social media.

Really?

Shideh: We owe all our success to social media because it provided us a platform to reach everyone in the world, but Instagram has definitely changed over the years. All these brands came onto the platform and saw the power Instagram had and wanted to get a piece of the pie. A lot of brands came and changed things around, so it's been quite challenging learning how to maneuver and what it's going to take for people to engage more or bring our following up. Something we don't do with our brand in particular is paid advertisements. We're all about having organic traffic, so we don't do any paid posts at all-on social media or any avenue. So where most brands are paying influencers to market their products, our challenge is targeting more people and growing the brand organically.

Why take that approach instead of just going the easy route and paying these influencers?

Shideh: Influencers are running Instagram and we know a lot of people look at brands that pay influencers to promote like, "Can we trust this brand?" It's really hard for us to stay away from that type of marketing, especially when we can see our competitors doing that, but for us it's so important for people to truly like the brand and for them to buy the products themselves.

How else would you say Naked Wardrobe has set themselves apart from its competitors?

Shideh: I think we just really created this cult following because people truly love the product and it really speaks for itself. Even though the economy has changed and everything is a lot more expensive, we never bring our prices up while continuing to maintain the same quality.

Shirin: It's really the product. We do have customers that write, 'We see your clothes on J. Lo. Thank you for not raising your prices even though all these celebrities are wearing your brand.' We make it a point to stay true to the brand no matter who's wearing it and people appreciate that.

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Why is it important for you all to keep Naked Wardrobe at an affordable price point, even with all the recognition the brand has received?

Shideh: The majority of our followers don't have millions of dollars to spend on clothing. It's really important to us to cater to that group instead of the celebrities.

Shida: From day one, we wanted to create an affordable, high-quality line, it's always been our vision and we never had any intention of changing. That really is our mission and it's something we have to stay true to. Do we take a lot of losses on our end because of it? Sure, absolutely. But we do whatever we can to please our customers.

Shirene: If we could give away clothes for free we would. We actually donate a ton of clothing at the end of each year.

When people hear Naked Wardrobe, what type of woman do you want them to envision?

Shideh: Every woman. It's the woman going to the club, going on a date, going to the store, or even the one at the gym.

Shida: Well that's your interpretation. When I think about the girl who wears Naked Wardrobe, I think about a fabulous, sexy woman who also loves to be comfortable. She's your everyday girl who loves to look amazing while doing her day-to-day tasks.

Shirin: She's just a bad bitch. Simple.

How did Naked Wardrobe first land on the KarJenner sisters' radar?

Shideh: One of our models, who was a part of our team, was affiliated with the sisters because she used to work for Fashion Police on E!. One day we decided that we were going to send a package out to Khloe, not knowing whether or not she was going to wear it or whether she was going to like it, but we sent it anyways. It's been love ever since then. Really the product speaks for itself, so when we send out these packages to the celebs, we just bite the bullet and hope they'll wear at least one thing. Every time we introduce Naked Wardrobe to a new celebrity client, they keep wearing the pieces for like the next few weeks. We're been fortunate to connect with so many celebrity stylists and they've been so gracious enough to respond to us and they have become fans of the brand very organically.

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Jennifer Lopez and Lady Gaga are also fans of the brand.

Shideh: It's surreal. Beyonce has Naked Wardrobe as well. Her stylist hit us up and told us she loves the brand so it's just a matter of time before she wears us out in public. Our line is affordable and you wouldn't think that these celebs, who have access to all the brands in the book, would choose to wear our this budget friendly brand. Why would they wear a $30 dress when they can wear a Saint Laurent gown for thousands of dollars? We say this a lot but I think that's the most rewarding part about this.

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These Three Sisters Turned a Shopping Addiction Into a Multi-Million Dollar Empire

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Shida Kaviani, Shirin Kaviani, Shideh Kaviani. Those names probably don't immediately ring any bells, but a mention of the sisters' popular and super affordable clothing brand, Naked Wardrobe, should do the trick.

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Vogue Business sent subject data access requests to seven retailers and found a mixed showing of GDPR compliance, data collection and personalisation strategies.

While many shoppers are aware that data is being collected, what and how much retailers know, as well as how that's put to use, is still opaque.

As a whole, fashion lags behind other industries in making the most of customer data.

Your favourite fashion retailers might know your favourite authors.

They might also know where you live, where else you shop, your favourite movies and details about your diet. By gathering data from social media sites, sharing data with trusted partners - such as other retailers - and buying data from ad tech companies, retailers can piece together information about their customers that goes well beyond what clothes they've purchased and how regularly they shop. Retailers, of course, likely know the latter too.

This information helps retailers target their products accordingly, but it must be accrued and handled carefully. The General Data Protection Regulation, introduced in the European Union in May 2018, forced retailers to take stock of and potentially eliminate personal data they hold on consumers. It also gave customers the right to request a copy of their data and have personal information erased. A month after GDPR went into effect, a Gartner survey showed that nearly a third of European consumers had exercised their new privacy rights, a much higher portion than expected.

Similar privacy laws are now being introduced elsewhere. The California Consumer Privacy Act, largely modelled after GDPR, went into effect at the beginning of the year. As of October last year, nineteen other US states, which together account for 134 million Americans, are currently debating legislation.

Over the last year, Vogue Business sent subject access requests to eight retailers on behalf of UK-based staff members, colleagues and one spouse who are semi-regular customers of each. This is a legal means by which a person can access the data any company holds about them under GDPR. Six of the companies - Farfetch, Net-a-Porter, MatchesFashion.com, Asos, John Lewis and Weekday - responded with the data.

Urban Outfitters required a customer signature, but its form was not received by the person making the request. (Urban Outfitters, for its part, followed up to check and offered to try again.) The UK Information Commissioner's Office says limited extra information can be requested if a company can't immediately confirm the identity of the person. In an emailed comment, Urban Outfitters said that this two-factor means of authentication "provides an efficient and secure method for both verifying the customer's identity while also assuring that their personal data is not compromised".

One independent DTC brand was also contacted, but they shut down before the request could be completed. The company did not respond to several emailed requests for comment.

All sites that responded had a collection of basic information, including name, email, address and telephone number. MatchesFashion.com and Asos noted the gender of the subject (this field was left blank on the data received back from Net-a-Porter), while Asos had a record of her age. Beyond the basics, what they sent displayed how retailer strategies differ when it comes to gathering and using personal information.

Decoding data profiles

Asos had what seemed like the most detailed profile of personal information. The retailer had collected information from the customer's Facebook page including favourite authors, books, films, interests, culinary preferences and the pages they 'liked' when they last logged into Asos using a Facebook log-in. The site also allows customers to log in with Google or Twitter.

Coupled with purchase data, such information could help retailers target shoppers with products that match their cultural interests, says Tim Bond, head of insight at the Data and Marketing Association.

Asos has a collaboration with Star Wars, for instance, and could let fans of the film series know when it pushes a new product. It could also be used in less direct ways. A considerable proportion of customers identifying as vegan may also encourage the company to stock up on alternative leathers. It can also demonstrate otherwise hidden links between products, consumers and their preferences that can help drive appropriate product recommendations.

The retailer declined to comment on these scenarios, but states in its privacy policy that social media data is used to "provide product recommendations" and perform "analysis to understand what you like, how you might share your likes with your friends and how you might influence others with your style".

MatchesFashion.com sent back every apparent identifiable interaction the customer had with the site since May last year. This included information such as how far through an article she had read, the wording she used when searching for products and whether this led to a purchase. In some cases, the data captured also revealed she was using an iPhone X to browse the site and an IP address revealing where she was at the time. It is clear from the data where the subject lives and where they are working.

Farfetch did not include this level of data but showed the product pages the subject had visited, while Net-a-Porter included the list of designers that the subject said she liked. Both also shared details of the customer's IP addresses. Farfetch also reserves the right in its privacy policy to supplement its data with information from third-party sources, including social media providers and publicly available data. Net-a-Porter has a similar note and says it collects details of interactions with its site.

The rationale behind storing this additional browsing data is clear.

Customers do not typically provide enough data to fashion retailers to allow for accurate demographic profiling, says Rod Sides, vice chairman at Deloitte who leads its US retail and distribution firm practice. This is especially true for luxury shopping, where purchases tend to be much less frequent and more considered than in fast fashion. Retailers have often historically purchased data from ad tech companies and other third-party data sources to get a clearer picture of their customer base.

Data can help retailers show customers relevant products and understand the types of designers that play well with certain sections of a company's clientele. A designer may not be popular as a whole, but their presence on the site may be key to ensuring the loyalty of high-spending customers.

"The possession of customer data in aggregate can be incredibly valuable in increasing your ability to connect the product to the customer," says Julian Burnett, vice president of global markets and distribution sector at IBM UK and Ireland.

Additionally, linking up with other retailers can paint a fuller picture. Department store John Lewis, for example, builds out its customer profiles by collecting data from its sister company Waitrose.

Loyalty cards, largely deployed by department stores and supermarkets, can also reveal a great deal about customers. In 2012, Target accidentally revealed a teenager was pregnant to her family based on the purchases that she was making, which were typical of someone in the early stages of pregnancy. In response, Target sent relevant offers to her home.

Data paralysis

Collecting data is only one part of the equation - using that data strategically is another. "There is a big focus on trying to get as much data as possible," Tiffany Carpenter, head of UK and Ireland customer intelligence at analytics firm SAS, says of her retail clients. "Very few are actually using the data that they are collecting about their customers."

Consumers may be surprised by the level of data collection that they have consented to and a recent Deloitte study found that there was a significant gap between what retailers are using data for and why consumers think that it is being gathered. But fashion retailers are generally considered behind when it comes to utilising it. "If I am being honest, fashion brands don't jump to mind when I think about how personalisation is being used," says Anusha Couttigane, EMEA principal fashion analyst at Kantar. "Those innovative uses of data are coming from other retail sectors."

Companies with strong personalisation strategies tend to be the ones that actively ask consumers for data. Algorithm-driven personal styling service Stitch Fix, for example, requests information on its users' style preferences. This has led to consumers becoming much more comfortable sharing information, Brad Klingenberg, the company's chief algorithms officer, writes via email. The highly personalised shopping experience builds a relationship between shoppers and Stitch Fix's personal stylists, so customers might go on to share their pictures, details about vacation plans or even intimate events like pregnancy or a new job opportunity, which strengthens customer loyalty to the brand, he explains.

Other retailers may not be able to collect or use data in the same way Stitch Fix does, but they can get the data they need through transparency and clarity over what customers are going to get in exchange, points out Deloitte's Sides, who regularly asks consumers what they want from retailers in return for their data. "The number one thing that comes back is better prices or more specific promotions."

"The key is not to be scared of it," says Bond. "Just speak to customers about why you want their data and what you want it for."
To receive the Vogue Business newsletter, sign up here. Comments, questions or feedback? Email us at feedback@voguebusiness.com. More on this topic: Chow Tai Fook closures signal luxury decline in Hong Kong Are Middle Eastern shoppers falling out of love with Europe? What the rise of 'ecolabelling' means for retailers

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Vogue Business sent subject data access requests to seven retailers and found a mixed showing of GDPR compliance, data collection and personalisation strategies. While many shoppers are aware that data is being collected, what and how much retailers know, as well as how that's put to use, is still opaque.