Fabletics One of the Pioneers in the World of Athleisure Products

For people who are conscious about their health and fitness, working out on a regular basis is an essential part of their daily routine. It is a well-known fact that while exercising or working out, comfortable clothing is required for the body to move freely without any obstruction. It helps with unrestricted blood circulation and also helps the person in getting the mobility and flexibility they need while running or exercising. Athleisure is the name of the apparel category that consists of fitness gear and comfortable workout clothing. One of the companies that have recently become highly popular among the women for providing top-notch athleisure wear at an affordable price is Fabletics. The association of Kate Hudson as the co-owner of Fabletics has made the brand even more popular across the globe.

 

At present, it has more than a million VIP members who pay membership fees each month to get selected products from Fabletics delivered to their home each month. The subscription-based business model of Fabletics has helped the company to gain the customers’ attention and loyalty as well as added considerably to the company’s revenue. At the time Fabletics was launched, no other athleisure brand was completely dedicated to athleisure wear for women, and some of the top brands that offered athleisure wear for women labeled the price too high. It made it difficult for the women to buy high-quality athleisure wear at low prices. It is the gap that was efficiently filled by the launch of Fabletics in 2013.

 

Fabletics was an instant hit with the people, and the reason why it continues to dominate the athleisure space is that the company hasn’t got complacent with its products, quality, service, and pricing. One of the reasons why Fabletics is so popular among the consumers is because the company listens to what the customers had to say. The company relies heavily on customers’ feedback and reviews and has a system in place to comb through the internet to find reviews and feedbacks posted online. It helps in understanding which products and marketing moves were popular among the consumers, and what is disliked.

 

Such data is extremely useful in making business and management related decisions that can help streamline the path ahead for the company. Whether it is the marketing campaign or a sales strategy, Kate Hudson, who is not only the Hollywood celebrity but also the co-owner of Fabletics, makes constructive use of the advanced Big Data strategy to make business-related decisions. It helps in improving the accuracy of the business decisions and helps in avoiding foolish mistakes, which can cost millions to the company.

 

Fabletics is a brand that is getting really popular across the globe, and the company has been opening stores in the countries that it already has the presence in. Opening physical stores in some of the developed nations has helped Fabletics penetrate the consumer market further. Take the Lifestyle Quiz at the official website of Fabletics to understand the personalized shopping experience offered by the company.

Know the Strategy that Made Fabletics a Grand Success

The success story of Fabletics, a prominent active wear brand, was phenomenal since it founded in 2013. It is considered to be very difficult to make an online brand grand success. While analyzing the reasons for its success, one can identify that it used the power of the crowd efficiently with crowd-sourced reviews. Experts say that many brands have already started shifting their focus to review-centric marketing engagements. Fabletics was one of the few front-runners of that trend. It has grown more 200% and captured a revenue of $235 million with more than one million subscribed members within three years.

 

User reviews have played the biggest role in the growth of the brand. It identified that customer reviews are crucial in improved loyalty (LTV), customer retention, and added customer acquisition for all the industries. People are more into digital life in the recent years, and online reviews make a significant influence in most buying decision process. A recent study conducted by BrightLocal showed that more than 84% consumers believe online reviews like personal recommendations. People are no longer believing advertising and traditional marketing much, and they focus on the feedback and opinions of the crowd better. Innovative brands like Fabletics identified it much earlier.

 

In an online survey, more than 50% of the customers agreed that they read reviews at least once in a month. It is also identified that positive reviews can also impact on the search engine ranking. Here, Fabletics is very active and obsessed with customers, and it tries to manage, collect, and respond to many thousands of customer reviews. It has at least 30,000 online reviews on Trustpilot, one of the leading review platforms. Interestingly, Fabletics gets more than 85% of business from repeat customers. Also, more than 17% of the new customers of the brand are coming through the referrals of existing customers. Considering the results, Fabletics has devised a growth plan with increased consumer participation and online reviews.

 

It was in 2013, Adam Goldenberg and Don Ressler of TechStyle Fashion Group identified that there was no stylish, high-quality, and reasonably priced athleisure brand in the market. They identified it as a potential opportunity and collaborated with Kate Hudson. They floated the company in the second half of 2013 with personalized branding experience. Kate worked closely with all the major departments of the brand including social media marketing, sales numbers, designing, and more. She kept communication as the core and revamped both customer service and inventory sections.

 

The brand started growing quickly in the market. It also implemented a data-driven approach to impact the customers significantly. This gave a personalized product series from the brand. Interestingly, it has a subscription plan and Life Style Quiz to ensure customized products for each of its customers. While each consumer subscribes its plans, they have to fill a Life Style Quiz with a number of questioners that ask the preferences and tastes of customers. Based on that data, Fabletics designs personalized products for its customers. As a brand, Fabletics invites everyone to fill out the Life Style Quiz to get the most of the style and feel the difference.

Tackling a Retail Giant: Fabletics Has Eyes on Amazon

With the age of the internet, business is evermore competitive than it once was. And that’s especially the case with the online fashion industry. Many retailers are seeing their profits dwindle and their stores close thanks to giants like Amazon, who offer better quality, prices, and convenience. Instead of shying away from this competition, Fabletics is a clothing company that is embracing ecommerce and the new demands of shoppers.

 

The company has grown over 600% over the last year, and experienced double and triple digit growth before that. They now do $250 million in yearly sales and have over 1.2 million customers. When asked why they were able to do so well in a “dying” industry, the co-founders Adam Goldberg and Don Ressler responded with a surprising insight. They employ what is called the “reverse showroom model.”

 

Instead of the old model, where customers walk into the store, browse, and buy the clothing item cheaper online later from somewhere else, it’s the reverse at Fabletics. First of all, the customer signs up for a subscription in order to gain access to the fashion selections. Therefore, they likely already know about the brand and specific items before ever walking into a physical store. And that’s the other thing: physical stores are not in random locations, they are very targeted.

 

Fabletics uses the data they gather about their customers from their website, such as how they buy, when they buy, and what they buy. But that’s not all, they also have technologies in place to assess what is trending on social media in certain areas. Thus, once enough “buzz” is generated for a Fabletics store in a particular area, the company opens up a temporary storefront there. And guess how they decide what inventory to stock? You guessed it: based off the data.

 

Kate Hudson, the brand’s face, didn’t hesitate to come on board. As an actor, she already has a following. Thanks to her active lifestyle, the co-founders knew she would be a perfect fit. She’s smily, funny, and outgoing enough to help build a brand.

 

But Hudson doesn’t just show up for photo shoots. She is actively involved in various aspects of the business. From day one, she has advised the design team, social media teams, and sales teams based on her unique insight as a global celebrity. Her one demand from day-one was that everything be high quality. It appears Fabletics is doing just that.

EOS Brings Creativity with Flavored Lip Balms

If you’re a beauty expert, odds are you’ve heard of EOS. While EOS or Evolution of Smooth as it’s called, may not be as huge as its competitors, it’s quickly started to make a name for itself. What makes EOS stand out is their ability to make fun and unique beauty products that customers will love. Their line of products includes: shaving creams, body lotions, and lip balms. Out of all their products, the lip balms are their most popular.

EOS’s lip balms come in two forms: stick and spheres. Their sphere lip balm is their most sought after item, hit walgreens.com for details. As with any beauty product, EOS lip balms not only provide smoothness to dry lips, they also come in a variety of flavors for customers to enjoy. Most of the lip balm flavors are of a sweet or fruity variety. For a touch of sweetness to your lips, EOS’s Vanilla Mint, Sweet Mint, and Strawberry Sorbet will do the trick. But for a tropical feel, Passion Fruit, Summer Fruit, Blueberry Acai, Lemon Twist, and Pomegranate Raspberry; will work wonders.   Have a peek on amazon.ca for additional reading.

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With its sweet and fruity flavors, EOS lip balms have become a hit with beauty experts. The lip balms give a much-needed dose of flavor while protecting against dry lips. With its priority for customers along with its innovative flavors, EOS lip balms are quickly becoming the number one must-have products with beauty enthusiasts.  Follow EOS on facebook.com.

Hit https://www.evolutionofsmooth.de/ for further reference.