Archive for the ‘Fashion Business’

Kate Hudson’s Fabletics on Pace to Pass Amazon07.07.17

Amazon has been the dominating force in online clothing sales for many years. If you want to see how big a force, just look at how many thousands of competitors are fighting for the same apparel dollars, and how Amazon is taking in 20 percent of all those sales. One clothing company is not sitting idly by and allowing the giant to keep making all the money, Kate Hudson’s Fabletics is actually breaking sales records as they are working hard to actually pass Amazon in the very near future. When you are bringing in over $250 million in workout apparel sales, you must be doing something right.

 

Hudson speaks of her athleisure brand this way, it all comes down to a very unique membership platform and the sales process of reverse showrooming. To see the whole process working in real-time, we need to take a look at how things are going at the Fabletics stores inside the local mall. This is certainly not your average clothing store, women are enjoying the laid back relaxed atmosphere for sure. You will not see pressure from sales associates trying to make commissions, it is all about pampering the customer at these stores in the mall.

 

Inside the stores at the mall you find women who are requesting membership, enhancing the membership by taking a lifestyle quiz, window-shopping, and trying on all the clothing that they want while inside the store. Part of the perks of membership include items tried on in the store being uploaded to the Fabletics online store. This means that once these women have time to relax, they can log into their account and see everything they had already tried on inside the store waiting for them to complete that purchase. Knowing your size allows you to shop online and add many pieces you could not find at the mall.

 

Compare this shopping experience to one at Amazon or eBay. There you choose something you want and hope that the size is correct. Since all clothing manufactures cut their clothing differently, a medium in one brand could be much smaller in other. So you pay to have your workout apparel shipped, and when it is wrong, you have to ship it back and order again. By the time you finally get the right pieces to your home, this process may have taken several weeks and certainly become tiresome at this point.

 

Kate Hudson’s Fabletics members also get free shipping for their online orders, unlike other clothing retailers. Members enjoy discounted clothing deals, and even the assistance of a personal shopper. Your shopping assistant picks a piece of active-wear based on your lifestyle quiz answers, placing it in your cart for future consideration. When you are shopping at Fabletics for yoga pants, tank tops, or leggings, you are getting the lowest possible prices, fastest shipping, and best quality, not to mention pampering like no other clothing retailer. Amazon may not be enjoying that top spot for very much longer if things continue like this.

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Fabletics is the Leaders of Athletic Clothing12.09.16

Everyone is talking about Fabletics and the way that this brand has become a leader in athletic clothing. So many women have started checking this brand out because it represents new life to a bland industry where clothes for women were previously ordinary.

In this day and time Kate Hudson, Fabletics co-founder, represents a new era of clothing that is fashionable and affordable. This is a tricky equation, but Kate Hudson has worked hard behind the scenes to bring this to fruition. She has been great at building an audience that is willing consider a subscription service. This is not something a lot of other websites have done, but it has become the new thing for websites like JustFab and JustFab Kids. People that are going to require a large number of clothing items will be able to embrace the subscription service because this is what maximizes time. It is a true time saver that has become quite popular for Fabletics customers.

 

The Fabletics brand has become rather dominant because it brings clothing to a crowd that is concerned about looking good when they are working out. This is for the new generation of millennials that are interested in wardrobes that can be worn for running errands and going to the gym. That this something that a lot of people desire because they may not want to change into something new. They may just want to come right into the gym and start working. This is what has made this brand work. It has become a true time saver that customers appreciate.

 

Hudson has done the unexpected. She has transformed this brand of athletic clothing that was once only available online. Now people are able to get to this brand by going to a store. There are several of the Fabletics stores in different states. In the next 5 years there will be as many as 100 of the Fabletics stores. This means that there are large numbers of people that are going to discover Fabletics even if they do not shop online. That is what Kate Hudson has become very responsive to. She wants a brand that is going to reach people that are offline as well as it reaches those people that are online. This is where the bulk of the money will be made. Getting people that shop online and offline brings in more revenue for Fabletics.

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All About Don Ressler08.14.16

When you talks about fashion and fitness, one name that stands out is that of Don Ressler. He is the successful businessman behind famous startups that include Intelligent Beauty and its subsidiaries. His first start up FitnessHeaven.com was purchased by Intermix media, an indication that he comes up with potential business ventures. After selling Fitness Heaven, Ressler went ahead to team up with the then 19 year old Adam Goldenberg to form Alena Media. By this time, the e-commerce performance was generating millions in revenue and had become Intemix’s main profit maker. When Intermix changed hands in 2005, the two partners, Ressler and Goldenberg got frustrated by the turn of events in terms of their profitability and left for new opportunities.

Taking advantage of their skill in online performance advertising, the duo decided to come up with a brand-building enterprise whose execution could be done autonomously. Adam Goldenberg and Don Ressler later held a brainstorming session together with the former members of Alena. This led to the creation of Brand Ideas that was later rebranded to Intelligent Beauty. With this, they came up with Dermstore, as their first creation. Dermstore was an online skincare and cosmetics marketplace.

Dermstore was to be followed by Sensa two years later. The two entities have grown to become highly profitable in the market. This was seen in 2008 when they received a $43 million funding from Technology crossover. After this success, the Intelligent beauty came up with a third company JustFab at http://perezhilton.com/tag/don_ressler/#.V4Ah_46RKGg. This was to become a subscription e-commerce fashion retailer. JustFab gained momentum within the first two years and soon after, it expanded to new markets. After realizing that most of their customers had families, they worked in filling this gap by acquiring a children’s subscription service, FabKids in 2013.

Apart from this, Don Ressler is also credited for the creation of Fabletics; an activewear brand. Fabletics has continuously received a unique niche in this space that is ever crowded. They do this by leveraging their e-commerce model in order to offer technically precise and futuristic athletic wear at an affordable price. The brand’s Co-CEO; Don Ressler believes that the business has been successful due to his love for fitness. Together with his wife, they kept their love life in college through fitness. When they realized that there was a gap in the market, they seized the opportunity and came up with the business. Since then, they have never looked back.

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Marie Claire Talks to Kate Hudson About Fabletics06.16.16

Marie Claire is an international magazine that was founded by Jean Prouvost and first published in 1937 in France. There are a number of different editions published each month to appeal directly to the woman of the countries where it is released. The magazine typically covers fashion, beauty and health trends, and the U.S. edition is known for including stories about women from around the word. The daughter of the founder is currently running the magazine and has expanded its base over the last few decades. In a recent U.S. issue, actress Kate Hudson spoke to a Marie Claire reporter about her popular clothing line featured on EliteDaily.

For those few people who are unfamiliar with the brand, Fabletics is a line of active wear that is designed to look and feel great. They are a high-quality brand that is affordable for everyone. The outfits are made to be worn at the gym, at home or when out running errands. Fabletics is the perfect solution for women who want to feel comfortable all the time, but also need to be dressed in something more appealing than an old t-shirt and yoga pants when they leave the house.

The interview focused on the comfort and functionality of the many options available from the clothing line. Hudson discussed how important it is for women to have active wear they love and can feel confidant while wearing. She is not just a spokesperson, but a part of every facet of the design and sales of the clothing. Hudson believes in Fabletics so much because she wears the clothing too, and even shares with customers her favorite pick each month. Hudson also stressed in the interview that the company has always wanted to make certain their clothing was never priced too high for the average person, because their goal has been to encourage more people to get active. There may not be any studies about how much the brand has encouraged people to get fit, but the increasing popularity of the clothing has proven that its fans find the line as stylish and comfortable as advertised.

Sources:
http://www.fabletics.com/how-it-works

http://www.fabletics.com/outfits

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