Amazon dominates the fashion e-commerce market by such a huge margin, you would think they are the only retailer in this space. Looking at this market, thousands of clothing retailers are fighting for the same customers and dollars, and Amazon comfortably brings down 20 percent of all those sales. Amazon has not seen any real competition in years, but that may be changing if Kate Hudson’s Fabletics has something to say about it. In a little over three years, Kate Hudson’s Fabletics has already sold a whopping $250 million in sales of women’s workout apparel.
Now if you want to know what makes this athleisure brand stand out from all the rest, you just have to pay closer attention to what Hudson is saying about the success she has enjoyed in recent years. Membership perks and the sales technique of reverse showrooming appear to be the two pillars of her company foundation, something you have to really see to understand. To start, we need to step on over to the Fabletics retail store at the malls. These store are full of eager customers who are either taking the lifestyle quizzes, applying for membership, trying on everything in the store, or just window-shopping. Never will you see the sales associates at the store pressuring these customers to make a purchase.
To see the next part of the sales process, we need to head to the Fabletics e-commerce store. It is online that all the pieces of the puzzle come together, and allow this company to distance themselves in a very competitive fashion e-commerce market. When you are a member of Fabletics and shop at the mall store, each time you try something on, it is automatically uploaded to your online account. That makes it a breeze to just continue shopping exactly where you stopped. Having the concerns of sizing eliminated from the equation, women are buying on impulse and exploding the company bottom line.
The membership perks at Kate Hudson’s Fabletics are part of the success of this brand for sure. Women who are buying this active-wear and workout apparel online enjoy free shipping, discounted prices, and even the help of a shopping assistant. Based on those quiz answers, your assistant picks a piece and puts it in your cart once a month for you to consider. Kate Hudson’s Fabletics is making shopping fun for these women, and these loyal customers are enjoying every step of the way.
Oscar nominated actress Kate Hudson has turned her passion for fashion in a million-member e-commerce brand called Fabletics. The company has tapped into the fitness craze and created an activewear line that has earned over $250 million in just three years. That means she can now add global fashion entrepreneur to her name. Hudson, who’s always been active and has worn activewear her entire life, wanted to make fashion and fitness wear affordable and accessible to everyone. She’s succeeded with Fabletics.
Fabletics was founded in 2013 and has seen triple-digit growth within two years. The company has done so well online they have now opened 18 stores worldwide and plans to open many more. The brand has seen rapid growth internationally with a growing membership in France, Germany, Canada, Australia, the Netherlands, Spain and the United Kingdom. Fabletics has begun to change the way activewear is thought of by women because of Hudson’s grassroots commitment.
Hudson teamed up with Don Ressler and Adam Goldenberg, co-CEOs of TechStyle, to create Fabletics. TechStyle’s e-commerce know-how combined with Hudson’s fashion expertise and the use of vertical integration, meaningful relationships with members, inspiring return business, constant improvement and properly positioning the brand have proven to be a winning combination in building the lifestyle brand.
Don Ressler has played an important role in the success of Fabletics. A wiz at online performance marketing and business consulting, Ressler has raised over $100 million for e-commerce companies and generated more than a billion dollars in sales. He also sold his first company, FitnessHeaven.com, to Intermix Media for a tidy some as a very young man. At Intermix he spearheaded several core ventures that improved the value of Intermix Media stock. That includes co-founding Alena Media, the e-commerce and advertising division which become Intermix’s primary income stream.
When News Corp bought Intermix Media in 2005, Don Ressler and Intermix Media co-worker 19 year old Adam Goldenberg left and cofounded Intelligent Beauty. With Ressler as CEO the company generated about $500 million in one year by creating DERMSTORE, a marketplace for cosmetics and skin care products and Sensa, a weight-loss system. This bolstered his image as a business and brand building star. In 2010 Ressler and Goldenberg founded the subscription online fashion company JustFab. The company quickly attracted 6 million members. In October 2013 they collaborated with Kate Hudson to co-found the wildly successful online activewear retailer Fabletics.
In recent news, an announcement of Fabletics taking on Amazon made headlines. Currently, Amazon controls 20% of the e-commerce market regarding fashion; however, Kate Hudson’s Fabletics are doing extraordinarily well with the growth of a $250 million business within three years. At Fabletics, subscribing to a line of trendy and fashionable activewear is a method that has proven to be aspirational because customers are encouraged to push themselves a little while also having convenience and membership.
Fabletics now has several stores located in Illinois, Hawaii, California, and Florida, and they are planning on adding more stores really soon. With them, there physical stores do things differently that contribute to their continual growth, and it includes the following:
They encourage reverse showrooming
They encourage reverse showrooming– this works well for them because customers can research the products online and then head to the physical store to finish the purchase. Customers appreciate this, and thus, relationships build between the customers and Fabletics. As a result, 30 to 50% of customers walking through the store are current customers, and another 25% become members within the store.
Online data is at the main core of retail
Online data is at the main core of retail- their brand is mainly built by combining the users’ preference data and global fashion trends. They use the preferences of online local data so that the stores will stock only items that are more appealing to customers. Also, the trends will change as the users’ data concerning their tastes change.
Focus on people, culture, and accessibility contributes to growth
Focus on people, culture, and accessibility contributes to growth- as the company evolves, moves into new areas, and obtain new competitors, it is required to stay abreast of consumer education, customer experience, and the balance of lifestyle of customers. Also, maintaining quality products for great prices, creative and in-house media teams that scale widely based on data science, return on investment, and an authentic spokesperson contributes to continual growth.
These three factors that Fabletics utilize go hand in hand with the new type of showrooming. Viable consumer data and other focuses are derived mainly from showrooming as they stay connected with the changing trends and tastes of customers as well as the competition.
Found in July 2013 by Kate Hudson, Adam Goldenberg, and Don Ressler, Fabletics, www.fabletics.com, is an e-commerce online subscription for women’s activewear and accessories. The headquarters of this company is located in El Segundo, California. It is now rebranded to TechStyle Fashion Group, and it is the subsidiary of JustFab.
Shea butter is a product that is receiving a lot of attention in the media and online. Some state that the product that is derived from the nut of the African Shea tree is an excellent beauty product. A growing number of cosmetic companies are including Shea butter in their cosmetic products because of all the wonderful benefits that are associated with the natural product. Shea butter has been around a long time. It was used in Africa hundreds of years ago for health, beauty, and even cooking. Today, people are starting to rediscover this very nourishing and vitamin rich product.
Studies show that Shea butter is packed with vitamin E and vitamin A. Therefore, the product is suitable for moisturizing dry skin. This is especially true for excessively dry skin that requires these nutrients. Take a look at your hair shampoo and conditioner. The chances are that the products contain Shea butter too. Shea butter is known to moisturize and condition hair. Health experts also state that Shea butter has natural components that reduce the signs of aging and improves skin texture. Women or men with stretch marks should also try using Shea butter to reduce the appearance of the stretch marks on the skin. Certainly, Shea butter has numerous benefits. However, it is a good idea to only buy the highest quality Shea butter that is possible to receive these amazing benefits.
This is a company that produces high quality Shea butter products through their website, www.EugeniaShea.com. The company is also named after an African woman that was known for her very well received Shea butter recipes. She created special recipes that included Ghanaian Shea Butter. This is one of the highest quality Shea butters produced in the world.
EuGenia Shea is a lot different than many of the companies manufacturing beauty products. They are a family owned company based in Ghana and connected with America. Their long ranging goal is to provide the entire world with only the highest quality Shea butter products that are filled with plenty of healthy vitamins and nutrients.
The Coachella Music and Arts Festival is a music and art festival held in Indio, California. Paul Tollett founded the Coachella Festival in 1999. This celebration of current music, upcoming musicians and arts is also a haven of artistic fashion and beauty looks of the festival goers.
For women the hair styles at this year’s Coachella were bohemian-chic and easy to put together. Braids were everywhere. Braided buns, two French braids and hair braided into two buns on top of the head. Colorful hair was also really big at Coachella. Especially soft pastel colors. Glitter roots was popular as well. This was done by applying colorful glitter only to the hair part. Loose, wavy natural colored hair was also everywhere during Coachella. Hair accessories like hair jewelry, hair chains set up against the hair line and hair flower crowns.
The makeup at 2016 Coachella was glittery, colorful yet also natural. Jewels or stars around the eyes, upon the forehead or the cheeks gleamed from many faces. Henna ink in black or white on the hands was seen on many people’s hands and finger tips. Rose red, nude, pink and hot pepper red lip colors were on the lips of many the Coachella goer. Eyeshadow and eye liner makeup ranged from natural looking to the boldly, explosively colorful. Fluttery long eye lashes were a part of nearly every eye makeup look.
A great resource for tips and beauty tutorials is the Wengie YouTube channel. This is a great method for your to come up with your signature Coachella or music festival beauty expression either for this year or for future music festivals you attend for years to come. Wengie is run by an Australian women who mainly aims her channel at Asian beauty products and Asian makeup applications because she has familial ties to Korea.
Wengie’s beauty tips may prove to be invaluable when you need some tricks to color your hair pastel blue or pastel pink with hair chalk. Or if you need a quick and sparkly makeup look Wengie is the channel to check out.