When Doe Deere started getting interested in makeup, beauty and fashion, she realized there weren’t many colors that she liked. She had to choose from neutral tones which she saw as boring. She didn’t want to have to worry about what she was doing and, instead chose to make her own makeup brand. By doing this, she pushed to make things different in the industry. It helped her show people they could try things that were different without having to worry about what they were doing with different options. It was important to Doe Deere to do all of this and show others who were different that they had a chance to experience other opportunities. It was also important to Doe Deere to make sure she could help people understand why she offered the brightly colored makeup options instead of the same boring tones that other people offered.
By doing things differently, Doe Deere made a point of giving people better options. People who wanted pink eyeliner or yellow lipstick no longer had to rely on cheap and unsafe brands. Not only did Doe Deere make the makeup the best way she could but she also spent a lot of time finding the right colors and the things that would work well together. When she was designing the lineup for Lime Crime, she didn’t question whether she should do something or not. In fact, Doe Deere threw all the fashion rules out of the window when she was working on her makeup brand.
It was important to Doe Deere to focus on how she could change thefashion industry. She thought there were too many rules about the industry and that’s what made her want to try something different. Doe Deere always knew she could try things differently and that’s why she pushed to make the industry even better. Doe Deere also spent time learning about the right way to show people she could provide everything they wanted to do with the clothing options she had. Poppyangeloff gave her a chance to make sure she could show everyone they didn’t have to follow fashion rules.
When it comes to jogging or exercising, people need to dress appropriately to stay comfortable. It is what has given birth to the new fashion category by the name of athleisure. The athleisure clothing has become highly popular among the men and women today as staying fit and healthy is also a new fashion trend that has enveloped the world, and for good. Gone are the days when people preferred to wear tacky and uncomfortable clothes in the name of fashion because staying comfortable is in. One of the athleisure companies that have been in the news for all the right reasons lately is Fabletics. The company that began its business as a startup is now a full-fledged fashion company that has over a million paid VIP members. The company offers high-quality athleisure products to its customers at a low price.
The owners of Fabletics, which also includes the famous Hollywood actress Kate Hudson, believed that there was a massive gap in the fashion market when it came to athleisure products. The athleisure products that were available for cheap were of poor quality and poorly designed, whereas nicely designed products of high-quality were available at very high prices. It made it impossible for the middle-class people to buy athleisure products that are of good quality. Fabletics entered the market with the aggressive intent of taking over the athleisure category by storm, and it did so in style. The company currently does a turnover of $300 million annually and has even given competition to e-commerce giants like Amazon. Fabletics doesn’t compromise with the quality and has stringent quality-check parameters that each product needs to go through before it reaches the consumers.
Kate Hudson believes that the companies these days need to study the market and the need of the consumers to provide them with the products they are looking for. She says that technology has helped in many ways to achieve the target that it set out to make, especially the Big Data technology. The marketing and sales data collected from all the sales points help in concluding which product is working and which isn’t, and so on. It also helps in knowing which marketing strategy is working and which isn’t. The data gathered from the Big Data technology helps in devising marketing strategies that help in penetrating the market further and ensuring that the company continues to have an edge over its counterparts.
Kate Hudson has also played a vital role in the designing process of the products offered by Fabletics. She has also powered the limited edition collections that are frequently launched by the company, the latest one being the collection inspired by celebrity Demi Lovato. The company also has a very responsive customer service, which ensures that any and all queries by its customers are answered and resolved without delay. The company has a vast collection that can be seen on its website and can be purchased as well online. Take Lifestyle Quiz at the company’s site to enjoy a whole new level of personalized experience.
Amazon is a e-commerce fashion industry behemoth. But Kate Hudson and the upstart Fabletics line is giving them a run for their money. The aspirational activewear company used the subscription model to bring in over $250 million in just 3 years. Fabletics combines convenience, quality, price, exclusive design and last-mile services. All things modern consumers value. Plus they are opening physical stores worldwide to expand the personalized service they offer. Fabletics uses “reverse showrooming”, online data and consumer education and satisfaction.
Fabletics has made showrooming a strength. People browse their products and purchase them online or in the stores. They build relationships with their subscribers and offer the clothing customers want in the stores or via direct delivery. Half the people shopping at the stores are members and another 25% become members while there. Fabletics also provides the right content so consumers enjoy the shopping experience by basing the fashions they offer on the global fashion trends members want. The company’s growth and evolution is based serving its customers’ lifestyle needs, fashion preferences and the use of data science. Adding fast purchase options and distribution as well as innovative membership programs also helps.
Founded in 2013 by Adam Goldenberg, Don Ressler and Kate Hudson, Fabletics initially offered athletic wear and has since expended its offering to include dresses, swimwear and more. Millions of consumers worldwide love the brand and its revenues have grown by 35% a year. It’s free to join and members pay a monthly fee. People complete a survey listing their fashion preferences upon joining. Each month new personalized outfits are offered. The member can refuse the outfits and receive a credit they can use towards other purchases.
With the success of their online subscription model, Fabletics began opening brick and mortar stores throughout the U.S. in 2015. The company plans to build as many as 100 worldwide in the next few years. And the company continues to grow by leaps and bounds. As a way to celebrate women of all sizes, Fabletics recently began offering its stylish, versatile, comfortable clothing in the widest range of sizes imaginable. Anyone can join Fabletics. The company now has over 6 million members in Europe, Asia, Australia and the Americas. To see if Fabletics is right for you, take their new Lifestyle Quiz. This will give you access to the Fabletics gear so you can decide which pieces you prefer.