Category: Fashion Designer

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.