Though much of that success can be ascribed to the way that Arielle personally crafted her platform, it is also important to delve into the change that occurred around the same time in the digital space. In less than 10 years, Arielle profited at a rate of 13,000 times higher than she had around the time that Something Navy was created.
ARILLE CHARMAS AGE FULL
The multi-million-dollar investment in Charnas marks a monumental development in the retail space as it relates to the digitalization of retail as well as the value of influencer culture.Īs stated in a piece written for, Arielle went from making about 300 dollars for a full sponsored blog post in 2010 to generating 4 million dollars of sales in just one day in 2019.
Arielle is founding the brand on what she knows her followers want, using their “feedback, advice, and ideas to help shape the brand.” Even more so, Arielle wants her followers to “feel included in the fashion world,” according to what she shared during a conversation for Kourtney Kardashians website, Poosh. Arielle is working with her expanding team to create a direct-to-consumer lifestyle brand that will also have a brick-and-mortar store location in New York. The Something Navy brand, under the leadership of Charnas and CEO Matt Scanlan is launching in the spring of 2020. The first round of investment in the influencer-based venture came from Silas Chou, the billionaire who invested in brands such as Michael Kors and Tommy Hilfiger, Jennifer Fleiss, a co-founder of Rent the Runway, as well as a number of other fashion focused venture funds. This year Arielle had a 10-million-dollar investment in the building of Something Navy as an independent company, following the culmination of her Nordstrom’s deal. The profitability of the Something Navy collection at Nordstrom’s challenged the current overall decrease in sales profits for department stores. Arielle’s 1.2 million followers have such a sense of loyalty to the Something Navy brand that the Nordstrom’s collections all sold out within one day, and even crashed the retailer’s website. However, the fact that Arielle’s Something Navy collection outsold both global superstar’s collections is momentous. In the past, Nordstrom’s has launched collaborations with celebrities such as Beyonce and Rihanna – both of whom have almost 200 million followers together. It comes as no surprise that Arielle believes that “influencers are the best way to keep retail alive.” In fact, the Something Navy collaboration with Nordstrom’s, that launched in the Fall of 2017, was the “ most successful launch for any brand” that Nordstrom’s had collaborated on. I believe that the growth of Something Navy as an independent brand has only just begun, as Arielle, her family, and her team continue to shape the modern fashion and influencer space. With 1.2 million followers, a valuation of close to 50 million dollars, and one of the most engaged follower-bases of any ‘influencer’, Arielle has become the future of fashion.
However, in 10 years, Arielle would grow her personal brand, and the Something Navy platform to unimaginable levels. The now 32-year-old, was 22 and was later dumped by the boyfriend for whom she started her platform. The founding motivation behind Arielle’s blog was to impress her boyfriend at the time, by posting photos of herself in outfits that she styled. In 2009, Arielle Charnas launched a fashion blog titled ‘Something Navy’.
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