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Posted by Tommy LeDeux on

Fabletics Marketing Decisions Allow The Company To Continue Their Exceptional Growth

Consumers make purchases based on reviews and recommendations which is the reason smart brands center their marketing strategies on consumer behavior. This is what Fabletics has done since their launch in 2013. Their growth exceeds 200 percent and their revenue is more than $235 million. Approximately 84 percent of people will trust an online review as much as a personal recommendation. Traditional marketing does not have the same power it once held and a companies online reputation has become critical. The top companies drive sales with their websites because reviews have become more important to customers than prices. These reviews draw loyal customers and higher search rankings.

 

Statistics from Yelp reveal an additional half star results in a nineteen percent increase in a restaurants business. Fabletics manages and responds to the reviews they receive online and have almost 30,000 reviews on Trustpilot alone. The users of apps has increased 26 percent in a year and 25.8 million devices have Yelp already installed. Trustpilot is one of the biggest review sites worldwide with a 95 percent customer retention and thirty million reviews. They receive 20,000 new reviews daily. Many individuals use their reviews when making purchase decisions. Fabletics places themselves in their customers shoes and runs their business with a combination of data and empathy.

 

When Fabletics was created Kate Hudson was approached because she was exactly what the company needed. Her personality, lifestyle and approachability were a perfect fit for Fabletics. Her involvement began on the first day and she was hands on all the way. She is involved with strategies, budgets, the design process, and the styles. She knows exactly what is happening with Fabletics at all times and she knows which clothing is doing well and which clothing is not making the grade.

 

Kate Hudson was responsible for making communication a priority with Fabletics. She made certain their customer service department was upgraded and became experts in service and she controlled the levels of inventory with a new system for data. Within eighteen months Fabletics scored a top rating with the BBB and their customer satisfaction rate was highly improved. This commitment was responsible for the exceptional growth of the company. The projection is $250 million in sales by 2017 and Fabletics has 1.2 million very loyal members. Although there are a lot of businesses who are leaving the retail world, Fabletics retail growth last years was 644 percent.

 

Posted by Tommy LeDeux on

Fabletics: a Fabulous Cause and a Fabulous Fit

Kate Hudson, movie royalty, decided that she wanted to play a role in empowering women to be healthier and fitter than ever before. So in 2013, along with her co-partners, she created Fabletics which is designed to share high-quality active wear as a strictly online subscription brand with all types of women in every part of the world.

 

She shares her most interesting and stylish fashion choices each month exclusively with each subscriber. By 2014, Fabletics was already expanding to Canadian and Europe, and by February 2015, it expanded into Australia. June 2015 saw the launching of the men’s line of Fabletics, and more expansion into Spain and the Netherlands.

 

As of October 2015, six stores were opened in the United States.In November 2016 on the upswing of all this success, Kate Hudson was featured in a Forbes magazine article entitled, “How Kate Hudson’s Fabletics Is Taking On Amazon, by contributing writer, Paul Armstrong. In it, Kate details how Fabletics evolved and the reason why her product is booming on online markets like Amazon. She talks about how they turned online browsing into a positive experience for consumers by first offering their brand exclusively online instead of in a “pop-up” store. In this way, there were able to build a relationship with their customers and have found that the majority are returning to buy. Also, as brick and mortar stores are beginning to be created, 30%-50% of the customers already know the brand.

 

Now, Kate Hudson and Fabletics is pleased to announce the addition of Demi Lovato as a spokesperson. This new venture for Demi Lovato is in concert with their support for the United Nation’s initiative Girl Up, whose goal is to empower girls to succeed and grow into strong women and leaders all over the world. So, far, Girl Up has directly impacted nearly 56,000 girls for the better.

 

Lovato has lent her name and time to design her own collection of Fabletics activewear so that proceeds from the collection will directly benefit SchoolCycle, a partner with Girl Up and the United Nations. Lovato shares that being active is an integral part of her daily life, so it would only make sense that she creates a line of active wear that is not only fashion forward, but it is accessible for the consumer and comfortable to wear. The collection, Athleisure, will be a full line that includes leggings, jackets, exercise bras, and tops. Look for it to launch in mid-May 2017.

Posted by Tommy LeDeux on

Fabletics Fights Strongly With Amazon for Repeat Business

Fascinatingly Fabletics has beaten the odds in the online athletic wear business. Amazon mostly dominates the business of online fashion sales. They sell about 20% of all online fashion sales currently. Fabletics has achieved success in the online fashion sales world with an excellent plan.

 

1.) Showroom and Online Business Combination

Fabletics is one of the few brands who have begun to combine showroom and online business. They have recently begun to incorporate this into their business plan by opening a few brick and mortar stores throughout the country. This allows customers to view the clothing in person. They additionally hire people in the area, which allows communities to embrace the brand even more.

 

2.) Global Data and User Preference Data

The Fabletics brand uses a combination of user preference data and global data to get an idea of what consumers want. They create products that most people desire. Then they also allow consumers to take a personal preference quiz to get results of what they prefer shown to them predominantly. This allows consumers to have a personalized experience and a trend shopping experience. Consumers often like to get clothing they like the most with a few new trends thrown in once in a while. This is an even more personalized attempt than having a sales associate try to help you out when you aren’t sure what to buy or are overwhelmed by the amount of clothing in a store.

 

3.) Accessibility

The biggest thing of the Fabletics brand -and indeed the same goes for Amazon- is that the online marketplace allows people to access the products they want whenever they have internet access. This allows full accessibility for consumers. They can shop in the brick and mortar stores or go online to find what they want. The other good thing about this concept is the consumers who shop in the brick and mortar stores and can’t find their size are able to immediately go online on their smartphone while in the store to order their size. Or they can go home and order the product from their tablet or computer.

 

The Fabletics website is located at: ‘www.fabletics.com’. The next time you need some new workout wear for your running, gym activity, or yoga you should check out the Fabletics latest clothing options. Keep in mind that you can shop as a guest shopper or start a VIP Fabletics membership to get a reduced price for outfits.

Posted by Tommy LeDeux on

Terrible Towel Fashion

The fans in Pittsburgh bleed yellow and black. No matter what sport it is hockey, baseball, or football they love their black and yellow. The almighty Pittsburgh Steelers have so much influence on their facebook fan’s that they have started “It’s Not Just Friday, Its Steelers Friday” where they encourage fans to wear the Pittsburgh colors on Friday’s as well. Walking through downtown Pittsburgh, you can see how much the team means to the fans. The organization felt as though a change was needed in the fashion department. They hired former retail manager and former Wet Seal chief executive officer Susan McGalla. With her knowledge of fashion and what people want they felt as though she was the best choice from ireport for the job with the mission to go more street and to appeal to the younger fans. Susan McGalla did extensive research and found that men want more sports stuff to wear to work and women want to be able to dress up and down in their favorite team gear. They added more pink and animal print for the women instead of just black onesies. She has made her job easier by asking the fans on wikipedia important questions, she states ” We are constantly innovating around the fans. we are bringing in focus groups talking about how we can have them share and be a part of the organization in more vibrant ways”. Susan McGalla has years of experience in the fashion industry. The University of Mount Union graduate from Pittsburgh, Pa. She is the current president of American Eagle Outfitters inc. The Business woman doubles as a consultant for the Pittsburgh Steelers. Susan McGalla is the director of strategic planning and growth for the Steelers organization. She has worked in retail for a number of years which makes her more than qualified for the Steelers organization.