Browse Category: Fashion

Focus on How Fabletics Has Gained Success Using the Reverse Showroom Technique

Amazon controls 20% of the e-commerce market in fashion. It is therefore no easy feat for another company to enjoy success in this field. However, Kate Hudson’s Fabletics has managed to do just that having grown a $250 million worth business in just three years. Fabletics, which is a part of the budding ‘activewear’ movement, relies on a subscription mechanic in selling its clothing to its clientele. The company uses a simple premise where customers love brands that are both aspirational and give them an extra push. When these two aspects are combined with membership and convenience, the result is a powerful combination.

 

 

Market Shift

 

 

Historically, high cost brands were defined by the quality and price of their goods and services. However, the market today has witnessed a shift in economics meaning that this previous combination is not enough to guarantee success or remain competitive. This shift has made things like customer experience, last-mile service, exclusive design, gamification elements and brand recognition become the new determinants of what a high-value brand is to the modern consumers. Fabletics likens itself to Warby Parker and Apple and its positioning and strategy are paying off as the brand is set to open up additional stores. This will increase the number of Fabletics stores from the current 16 based in areas like California, Hawaii, Florida and Illinois.

 

 

What is Fabletic’s Secret to Success?

 

 

According to Gregg Throgmartin, the general manager of Fabletics, the secret behind the brand’s success was its strategy to build a reimagined and contemporary version of what a high-value brand is from the onset. He added that the membership model it relies on helps it to offer clients with on-trend fashion and personalized service at a price that is half of what is charged by the competition. Gregg states that it is a lot easier to ensure customers are happy when you know them as well as their preferences.

 

 

How Fabletics Uses Reverse Showrooming Technique

 

 

A lot of other fashion brands are bearing the blunt of showrooming where potential customers browse offline and then proceed to buy their items at lower prices elsewhere. Fabletics has not been affected as it managed to reverse this model from the onset. Fabletics relies on the relationships it builds to knowing more about the local markets. About 30-50% of all people entering Fabletics stores are members, and a further 25% get converted while in the store. Whenever a customer goes shopping and tries any clothing, the same is added to their online shopping cart as well.

 

 

Fabletics’ Review

 

 

Fabletics is a company dealing with fitness apparel and it is owned by Kate Hudson. It operates on a monthly membership arrangement. When a new VIP member joins, they can buy their first outfit at only $25 and get discounts on other items. Joining as a VIP Member has its perks as every month you get a customized outfit picked just for you. It is possible to get 2-3 piece outfits for $49-$59. It is important to take the lifestyle quiz soon after joining on the type of workouts you do and the styles of outfits you prefer e.g. carpris, tanks, shorts etc. Fabletics thrives on style, quality, customer service, ease of use and value.

Doe Deere article recap

Doe Deere is a self-proclaimed unicorn born in Russia in June of 1981. She moved to New York when she was a young girl and found a passion for clothes and beauty. She is the CEO and founder of Lime Crime cosmetics.

 

Lime Crime was originally a fashion brand that Deere tried to create way back in the mid-2000s. While Deere was attending fashion school and trying to have a career in fashion she began selling her DIY clothes on eBay. They were bright but expressive outfits that she used to show her unique personality. In an effort to be even more colorful and unique Deere set out to find some colorful makeup to match her bright fashion sense.

 

Deere spent much time looking for bright, fun playful makeup colors. She found that the market offered more neutral tones and so she set out to create her own bright colorful makeup.

 

Lime Crime is known for their intensely rich pigmented colors and cute adorable packaging. Lime Crime is also known for being vegan friendly as well as cruelty free which makes it a safe product for everyone to use. Each different Lime Crime product offers their own unique texture and color. One of the most unique products that Lime Crime has released in recent years is there super foil eyeshadows.

 

The super foil eyeshadows are fun a unique eyeshadow that can be used in two ways. They can be used wet or dry and offer much different results. The eyeshadows come in a large range of fun colors. Another unique product that Lime Crime has to offer is there matte velvetines lip stick. It is a liquid lipstick that goes on smooth and dries to a soft matte finish. The velvetine liquid lipsticks are available in a wide range of colors including bold expressive colors such as yellow and green.

 

Lime Crime Cosmetics also offers amazing highlighters, bold eyeliners and shimmery shiny lip glosses. Doe Deere continues to work to come up with new and innovative products and designs. Lime Crime products can be found online as well as in many select retail locations. With so many great colors and products to choose from it is easy to see why Lime Crime is a leader in the Cosmetic industry.

 

Fabletics Is Strategizing On Taking Amazon

Fashion e-commerce is growing at a faster rate with many startups joining in to have a share of the pie. However, the market is dominated by mega companies such as Amazon, which controls over 20 percent of the market. This domineering effect does not scare Kate Hudson’s Fabletics. The company, which has grown from a small business into an entity worth $250 million in just three years, believes that it has the right business strategy needed to take on Amazon and reduce its influence in the market.

The company is spearheading the ‘activewear’ movement. The campaign is meant to make the attires fashionable and widely accepted in the society. Fabletics is using a subscription mechanic to sell this campaign. The strategy involves providing clients with fashionable and trendy activewear at a fraction of the cost in traditional stores. The strategy has been successful as the company has a broad customer base. Fabletics also focuses on ensuring that its brand is inspirational, convenient, and serves the client’s needs.

The approach employed by the company is in contrast to the traditional approach where customers usually decide on what to buy based on price and quality. In the modern market, these two factors alone cannot guarantee a business success. The new approach is to have a mix of factors such as customer experience, last-mile service, exclusive design, brand recognition, and gamification. Fabletics is focusing its business on satisfying these modern business requirements.

The implementation of the above strategies has seen Fabletics likening themselves to Apple and Warby. The strategies have been used successfully by the two brands. They are pushing Fabletics into success. Fabletics has also adopted a physical store strategy that closely reflects those of Apple Stores.

According to the company’ General Manager, Gregg Throgmartin, the success of Fabletics can be attributed to its commitment to build a modern and ‘high-value brand’ from its first day of operation. The company has also invested heavily in ensuring that its clients enjoy personalized services and fashion products that are both trendy and affordable. He notes that by studying its customers, the company has been able to understand them more, thus making it easier to satisfy their utility.

Fabletics has also approached the business of physical stores differently. It understands the growing ‘reverse showrooming’ that has negatively affected physical stores. Most people usually browse items offline but buy them online. The company has integrated its physical stores with their online platform. The system adds the items that the client tries to his or her online shopping cart. The result has been increased sales for the company

About Fabletics

Fabletic is an online subscription retailer. In the past, the company dealt mainly with women sportswear. However, recently it introduced men sportswear. Fabletics was founded by Kate Hudson and owners of JustFab in 2013. It is for this reason that it is highly associated with JustFab. The company has also launched a number of physical stores in selected American states.

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A photo posted by @fabletics on