Consumers can either make or break a business, and the success of any company squarely lies in its approach to consumers especially the dynamic nature of their spending habits. While traditional forms of marketing such as advertising enticed consumers to spend their hard-earned cash on a product/service some few years ago, modern consumers are unmoved by adverting or any other form of traditional marketing. In fact, Digital Age consumers are skeptical of conventional forms of marketing.
The advent of the internet provided consumers with a new method of gauging products/services. They crowdsource reviews regarding whatever they want to purchase. The nature of reviews on a product/service then determine whether a modern consumer will consider it or not. Experts refer to the new consumer behavior as the “Power of the Crowd.” Modern companies including Fabletics are responding to the consumer behavior with “Review-Centric” marketing strategies.
Fabletics, an activewear company, joined the fashion industry in 2013. The athleisure company was founded by Kate Hudson, Adam Goldenberg, and Don Ressler. However, a look at Fabletics three years down the line reveals that the company has output impressive performance, and it is on its way to dethroning some of the leading brands in the activewear business. And it is not because Kate is a famous actress or the fact Ressler and Goldenberg are experienced business-minded people with in-depth knowledge of the fashion industry owing to their involvement with TechStyle Fashion Group. The success is merely the result of understanding the Information Age consumers and adopting a marketing strategy that resonates well with them: review-centric.
How does Fabletics implement a review-centric marketing approach? It seems that the initial step to successfully using the approach is establishing an unbeatable online presence. Studies reveal that consumers search for products online and the easier they find a company, the better. Fabletics’ online presence through its website, Fabletics.com, and numerous blogs is enviable. A simple search for an athleisure clothing reveals that Fabletics is among the top companies displayed by search engines (e.g., Google).
Closely related to the displayed results is the nature of reviews on the company or the products/services offered by the business. Fabletics’ activewear clothing being superior, stylish, and reasonably priced receive overwhelmingly positive reviews. Kate is one of the clients that review the company’s activewear clothing. Every month, she reviews specific Fabletics’ products, her reviews tend to be trusted by many clients as she is a public figure. Studies reveal that consumers trust reviews as they would trust product/service recommendation from someone they know.
About Kate Hudson
Kate, 38, rose to fame in the start of the century because of her captivating role in the movie “Almost Famous.’’ Since then, she has developed a successful career in Hollywood. Now, she is no longer just an actress but also an entrepreneur.
Ressler and Goldenberg partnered with Kate because her athletic physique is enough testimony that she leads an active lifestyle. Kate is passionate about empowering women to lead active lifestyles, and Fabletics perfectly conform to her goals. Her partners describe her as a hands-on business-minded individual.
Oscar nominated Kate Hudson who starred in, “Almost Famous” (2000); “Bride Wars” (2009) and “How to Lose A Guy In 10 Days” (2003), is now part founder of Fabletics. Fabletics is a three-fold enterprise. It is, first, an online subscription business and, secondly, a business that has stores across the United States and five other countries and thirdly, an ‘online then shop at a retail store near you’. Nearly 100 stores are to open by the end of the year 2021.
The online subscription business operates by shoppers signing up for a monthly subscription with a promise to purchase. If the shopper decides not to purchase by the fifth of the month, they owe nothing. If, however, they do decide to make a purchase they then have the option of selecting a product or products by the fifth of the month. The shopper can also opt out by declining by the fifth; thereby owing nothing and they can still purchase any item or items at any time during the month for a family member; friend or themselves.
The items? Women’s Athletic wear; sports bras; swimwear; summer wear; accessories and more. In addition, plus sizes are included. Visit Fabletics website; on your mobile and have her fashion at your fingertips.
What’s also included is the option to view the items, first online, then go into the Fabletics store and actually purchase the items. This, reverse showroom business method, has earned the company more than 250 million dollars in its first three years of business. Thus in actuality, there are three ways to purchase the Fabletics products: Solely online; solely in store and solely the reverse showroom method.
Fabletics is even selling on Amazon but is a successful enterprise without Amazon because of the Fabletics retail store sales plus online combination. Fabletics built it’s brick and mortar stores in 2015. There are videos; updates; VIP memberships and more which forces the competition to constantly try to catch up to them but they are just running alongside them at best. There’s even a Lifestyle Quiz that you can take which will not just match your personality to their styles but still allows you to pick and choose what you want.
It is said that Kate Hudson is hands on but that is an understatement. She really appears to wear the athleisure fashions. The patterns explode; the string style tops curves the body; the sports bras are easily eye-catching enough to wear on a night on the town. They are so fashionable; you can wear them with athletic shoes or heels. She may not have had business experience prior to launching Fabletics but she does now. To this day, she is part of a business model that delivers products of exceptional quality: thick not thin fabrics; fabrics that move with you and turn heads of those working out next to you. Yes, Kate Hudson may not have had business experience before but she sure has it now.
When looking for workout apparel, it seems like you often only have two choices. You can either purchase the stylish, expensive brands, but you won’t be able to afford more than one or two pieces of clothing. You could also go the bargain brand route and get more outfits, but often they fall apart or fade after just a few workouts, making it a waste of your money. Until 2013, there was no middle ground in the workout apparel industry. Then Fabletics was launched with the help of Kate Hudson. Fabletics set out to fill the gap between expensive brands and bargain brands, bringing the best of both of them to the table. Fabletics offers quality, stylish workout gear, similar to the expensive brands, but offers them to you for a price similar to the bargain brands.
Fabletics started selling their outfits with a membership subscription service. Their members pay a monthly fee and they receive a two to three piece outfit delivered to them each month. This business model has proven wildly successful and they have become a multi-million dollar company in just a few short years. Their success online has lead them to open physical stores to serve their customers. This may seem contrary to the way trends in shopping seem to be heading. Many physical retailers are losing business when customers come in to see their goods in person, but then purchase online when they find them at a better price. Fabletics is using their stores to implement a reverse showroom technique. When their customers come in their stores and try items on, the item also goes into their online shopping cart, so they can purchase it at a later time if desired. Their stores work hand in hand with the website to make sales, instead of competing with each other. They also use their stores to get to know the communities that they serve. They get to know the trends and styles that are popular and can tailor their offerings to those preferences. Their stores also help grow their loyal monthly membership. As many as half of those that enter their stores are already members. However, another quarter of those customers then sign-up to be monthly members while they are in the store. This creates more loyal members that come back month after month.
In addition to their low prices and excellent customer service, customers return month after month because of the high-quality clothing they receive. Their clothes are soft, comfortable, and thick, so you won’t have the see through issues that you can experience with some brands. Their clothing does not fade after many washings, so you can look fantastic even after many workouts. Their outfits also hold their shape and compression, so you can get the support you need for each of your workouts. When you get excellent quality for a fantastic price, it makes you feel like a smart shopper and it keeps you coming back month after month. Their clothes are always stylish and offer the latest trends, so you will always look your best.
Okay, I admit it; I am a lip balm addict and all in a good way. At least I wear it, something many people still don’t put on, especially when heading outside in the elements.
You need to wear lip balm every day, because the very thin tissue structure of our lips is delicate. Our lips tend to dry out rather easily, because this facial feature lacks protective oil glands. In addition, everyone’s lips, no matter their size or fullness, all lack enough melanin which can cause sun-burning, and at its worst, even skin cancer.
Now, that we know all the serious stuff, here are my favorite Three Nourishing Lip Balms:
Evolution of Smooth Organic Smooth Sphere. Celebrities seem to be obsessed with this famous brand, and it’s simple to see why. First, the design is brilliant; you’re getting an ample amount of balm in a ball shape tucked into a colorful, little pot. Britney Spears won’t go anywhere without her Organic Smooth Sphere in Pomegranate Raspberry.
Smith’s Minted Rose Lip Balm. This great balm comes in a little tin that you apply with your finger. The minty flavor is nice and the hydration to lips comes from the essential oils. The balm also provides a subtle pink wash of color and a glossy look.
Beessential Balm. If you’re looking for a healing balm with beeswax and a wonderful scent that smells like candy, then try this. Orange oil and Vitamin E help soothe and protect in this thick balm.
Have you heard about Fabletics? If you haven’t, it’s a new company that started trying to get you to join their yoga pant revival. The one thing they offer you that people seem to love is the fact that they have yoga pants, of good quality no less, for extremely low prices. So the question now lies, is it worth trying out for a simple deduction on the cost of yoga pants? Let’s give it a look:
The Hook Line is $25 For a Whole Outfit- Shipped Even
In order to get me to order, they give me a big discount with my first purchase.
The co-founder, maybe you’ve heard of her, Kate Hudson wants more people to feel good about themselves.
The problem with this is that it is only your first outfit that cost $25. In order to continue getting a lower cost outfit, you must join their VIP list and this will still only get you an outfit that is $49.95. .The VIP membership will be great if you want to continue getting an outfit each and every month. Many people enjoy their leggings and I’m sure that if you join, you will enjoy them as well.
The yoga pants are great for people who have a little junk in the trunk and they want to wear something that is going to hold them in instead of letting things jingle in all the wrong places. The size for L to XL is going to be great for people who need to work out but have trouble keeping things in. The yoga pants are great for the gym or simply working out at home.
If you try it out and decide that it is not for you or that you don’t want to spend the money on one outfit per month, you can simply call the customer service department to cancel your membership, make sure to do so before your card ends up being charged however. You can also visit their website to cancel and this will make it canceled right away.
December 14, 2016 / JVNCnet / 0 Comments
Fabletics is an online retail subscription selling athletic wear. It’s not just athletic wear but termed “athleisure” wear. Reviews indicated that its very comfortable and the styles look amazing. The low prices and yoga pants are every women’s dream. Now you get them as a monthly subscription. Every month between the first and fifth you decide whether you want to “shop or skip“. If you decide to shop, Fabletics picks out and ships the perfect outfit for you. This is done through a personal survey that you take when signing up for this service. When completing this option, your credit card will be charged $49.95. If you decide to skip, between the first and fifth, no action will be taken. No outfits and no charge will be made to your card. If you decide to do nothing or forget, you will be charged $49.95 and have a credit of one outfit that you have to use. This is where it could get expensive if you continually forget to “shop or skip.” For your first order, you receive steep discounts of $25 for your outfit which should get you in the door. At anytime you have the ability to cancel if you feel you don’t need to keep ordering yoga pants.
Kate Hudson, one of the co-founders, is a model for the athletic wear. She goes above and beyond, utilizing her own cell phone to take actions shots in her Fabletics outfit during workouts. This connects with customers in a unique way. The company opened in October of 2013. The majority of business is completed through online subscription mentioned earlier. Now brick and mortar stores are popping up around the country. Expansion into Europe occurred into 2015 along with a new men’s outlet called FL2, launch with Kate Hudson’s brother, Oliver.
The passion of the company is enhancing activity through comfortable clothing. The latest craze is for women to wear leggings and the styles available are off the charts.
If you are interested in finding some great fitting leggings, hand picked out for you every month for a reasonable price, look no further! Check out Fabletics!
For some people the fashion industry is frivolous. They see delicate designers spending hours debating over using one belt over another. But for Chris Burch, fashion is not just about looks, bit functionality as well.
The serial entrepreneur and principal of Burch Creative Capital sees fashion as a means to deliver useful technology to the masses. In a recent opinion piece, Burch highlights many designers who are on the forefront of fashion and technology.
Take, for example, Anna Haupt and Terese Alstin, who created a safety device for cyclists. The Airbag for Cyclists fits around the riders neck and pops up to protect the rider’s head from impact. This provides the rider with a better view as there is no need to wear a helmet. This is just one example of where design and technology come together to create something new and better.
According to Burch, there are designers who are using recycled material to create clothing. A company called SergaSerga is using recycled inner tubes from bicycles to create jackets and shirts. Another designer, Emme Whiteside, has created an elegant gown from recycled radiator copper. It is innovative leaps like these that prove that fashion can be a force for change.
Technology can sometimes use an assist from fashion to really take off, Burch argues. Take the recent popularity of Google Glass, the eyewear device created by the search giant.
Wearing glasses has never been fashionable and some people were resistant to adopting Google Glass. Then along came top fashion designer Diane Von Furstenburg. She had her models wear the device during a runway show and all of a sudden Google Glass became a fashion accessory.
Being able to spot these types of trends is what makes Chris Burch a visionary. He can detect things that most people cannot. He has a diverse business portfolio including fashion, technology, and real estate. He has invested in some of the most popular brands in the world, including Cocoon9, Poppin, and ED by Ellen DeGeneres.