Category: Fashion Designer

Fabletics Teams Up With Demi Lovato for Launching Designer Athleisure Collection Inspired by Her Music and Fashion Sense

The online retail market for fitness and fashion clothing was almost saturated, and many people thought there isn’t much space left for any new company to make its way into this crowded market. However, Fabletics proved everyone wrong and even managed to give giants like Amazon a good shake from its position at the top. Fabletics started as a fashion startup in the year 2013, but is now a favorite athleisure brand that is known worldwide, has 1.2 million VIP members, and sells its products world over. The reason behind the massive success of Fabletics was the value it offered to the customers, and the VIP members got, even more, benefits and substantial discounts on each purchase.


The VIP members of Fabletics get personalized shopping experience that no other sites can beat, and it is one of the primary reasons why Fabletics managed to win the hearts of many of its customers at first glance itself. Most of the products at the site are available from the size XXS to 3X, which means regardless of your body type, there is something available for you at Fabletics. The collection offered by Fabletics is regularly updated to include new, creative, and modern designs that are trendy and appealing to its audience.


Recently, Fabletics collaborated with the famous America actress, songwriter, and singer, Demi Lovato. She is a fitness diva and role model for many women as well, and her social media accounts are highly active in showcasing her health and workout regime. It is what motivated, Kate Hudson, one of the co-owners of Fabletics to partner with Demi Lovato as her life, body, personality, and attitude, seemed just perfectly aligned with Fabletics as an athleisure brand.


The fact that Demi Lovato has been in the news for many of her personal problems that almost ruined her career and her unresolved issues with late father reflected her struggle through the life. It is what appealed Kate Hudson and Fabletics team because her personality and life have a mass appeal. The new collection to be launched by Fabletics soon in collaboration with Demi Lovato is a limited edition capsule collection. It means that the athleisure products manufactured by Fabletics and inspired by Demi Lovato won’t be a regular feature at Fabletics, and would only sell till the limited stock lasts.


Kate Hudson, one of the co-owners of Fabletics has played a very vital role in ensuring that Fabletics continue to lead from the front and including Demi Lovato in its fashion team for the time being only goes on to prove that. Demi is highly popular among the young audience, and Fabletics aim to target that market through Demi. The collection is named “Demi Lovato for Fabletics,” and would be available soon as the company’s online store as well as its 18 stores located strategically across the country. Fabletics is known for its unique athleisure designer collection that is available at its site for affordable price. Women of all ages can buy Fabletics’ products without burning a hole in their pocket.

Fabletics Continues to Grow

Fabletics is succeeding where other fashion brands have failed. With Amazon controlling over 20 percent of the fashion e-commerce market, it’s nearly impossible for another company to thrive. Fortunately, Kate Hudson’s Fabletics is doing just that. In the three years since its launch, Fabletics has grown into a $250 million business.

Fabletics has essentially corned the market on the ‘activewear’ movement. Before Fabletics was launched, the founders wanted to create a place where customers could find high-value activewear that was also affordable. To achieve this, Fabletics uses a subscription mechanic that interacts directly with customers. The overall goal is to provide members with inspirational brands that push the individual’s fashion comfort zone.

In today’s markets, having a good product at a good price no longer guarantees success. Consumers prefer brands that go the extra mile for them. So things like customer experience and brand recognition outweigh price and quality in the consumer’s purchase decision. Basically, it’s customer-first-culture that defines high-value brands.

Like other successful e-commerce businesses, Fabletics has moved onto opening physical stores. Currently, Fabletics has sixteen stores in major cities all over the country. But successfully operating these physical stores into today’s world is not easy.

Many shoppers use a technique known as “showrooming.” People only browse stores’ inventory but then buy the same items they saw in the store somewhere else for cheaper. To solve the showrooming problem, Fabletics introduced “reverse showrooming.” Reverse showrooming is a strategy that enables Fabletics to build relationships with visitors and members alike.

The hope is that by having events and other activities open to the public, the Fabletics stores will be able to get to know the local markets better. As a result, most of the people that visit the physical stores are already Fabletics members, and about one-fourth of visitors will become members that day.

For anyone looking to exploring whether or not they’d like to become members, there are plenty of online reviews that offer non-sponsored opinions about Fabletics. One such review complemented Fabletics on the quality of its products.

Most brands that offer low priced brands tend to be made from lower quality materials. In comparison, the quality of the products that Fabletics offers is actually pretty good. For example, the quality of the leggings actually rivals those of Lululemon Underwunders. The leggings are thick, so there’s no possibility of see through problems, and they hold their compression over time.

Another real-life shocker, the styles on Fabletics is amazing. There is a much wider variety of styles than one would think. Fabletics has everything from simple tank tops to cut-out and sheer fabrics. Fabletics has something for everyone.

The biggest surprise of Fabletics is pricing. Whereas other high-value brands products range in the $80 to $100 range, Fabletics products are in the $40 to $50 range. For the same amount of money spent on 1 pair of Lululemon leggings, Fabletics members can get 2 pairs of leggings.

Chris Burch: The Future Of Technology And Fashion

Technology and fashion – they seem to go hand-in-hand as both industries grow together. Designers add technology to fashion, thus fashion becomes technologically fashionable. Chris Burch, founder and CEO of Burch Creative Capital, explains that the introduction of mixing technology and fashion starts with looking into the past.



The Past Leads To The Present


Remember in the 70s when the youth of America walked around with boom boxes on their shoulders? They might add a little groove to their step and sing along as they listened to their favorite tunes and stations. As time marched on, the boxes had two cassette decks, helping the owner to play a tape on one side and create a copy on the other. Its use became more popular in the 80s as movie-watchers caught their favorite actors carrying boom boxes on the big screen. As the decades moved forward, the large boom box became personalized; people started walking around with or driving around with much smaller versions – first, the Walkman, then the iPod. Why did this happen? The popularity of technology comes through what the public deems fashionable.



What The Future Holds


Designers of high fashion keep looking for ways to sell, and technology looks promising both in functionality and innovation. For instance, a Dutch designer, Anouk Wipprecht, enjoys the experimentation of adding technology – she has actually created a drink-making dress and a self-painting dress. Technology also finds its way into protective fashion. Anna Haupt and Terese Alstin created a piece of protection for the neck: the Airbag for Cyclists. The airbag comes out of the neckwear, completely covering your head before impact.


Thus, we can see that technology has gained respect through the marriage of this industry with that of fashion. The two industries can definitely help each other gain in popularity. The use of technology takes fashion to the levels of beauty and function. The best part is that both industries can learn from each other.



The Wise Entrepreneur And Investor


Chris Burch likes to learn. He has gained the ability to know what his customers want intuitively. This, along with his entrepreneurial spirit, helped him to see more than 50 businesses rise in the 40 years of his investment career.


Mr. Burch has his hands in a variety of business industries, such as fashion, technology, and real estate. He began his career while an undergrad at Ithaca College, selling various items: hot dogs, pinball machines, and trips to Bermuda. He also invested $2,000 with his brother to start Eagle’s Eye Apparel, raised it to a cool $165 million, then sold it. The man certainly knows how to get and stay ahead.