Category Archives: Fashion Designer

Fabletics Continues to Grow by Focusing on the Customer

Amazon may be the dominant force of the apparel industry, but Fabletics, the active-wear company represented by actress Kate Hudson, is beating the retail giant at its own game by keeping customer preferences top of mind and using customer-driven data to make smart decisions about what items to stock and where. This high-tech approach allows the company to be agile and hyper-focused on the products and services its customers truly desire, and, at the same time, building meaningful relationships with customers.

 

Fabletics delivers a high-quality product that appeals to the fashion conscious, but it also uses a membership program and convenience that appeals to the modern consumer. Price and quality are no longer enough; today’s customers seek brand recognition, rewards programs and a shopping experience, whether online or in a brick and mortar store.

 

Reverse Showrooming is Embraced

 

Unlike many other retailers that are slow to “reverse showrooming,” Fabletics actually encourages customers to browse online and then head to a physical location to complete their purchase. As a result of this practice, about half of the people who enter a physical Fabletics store are already members, and approximately another 25 percent become members in store. This creates a relationship between Fabletics and its customer base.

 

Data-Driven Decision Making

 

Fabletics also uses big data to stock its physical stores with the right apparel, avoiding over or under-stocking by relying on online information about its local members’ preferences and social media sentiment. This means that, when a customer enters a store, they can usually find exactly what they’re looking for. Being this data aware has translated to 35 percent growth year over year, and plans for future expansion.

 

Face of the Company

 

Of course, it also doesn’t hurt to have a spokesperson as authentic as Kate Hudson. From the very beginning of the launch of the athleisure brand in 2013, she’s been very hands-on. While her primary occupation may be acting, Hudson digs into the company’s details, offering input into the design, reviewing sales numbers and developing strategies that contribute to Fabletics’ continuing growth.

There were stumbling blocks as the company got off the ground. For example, its first inventory order had to be trashed because it didn’t meet the founders’ quality standards. Other celebrities considered the membership model to be a scam, and were vocal about it. Instead of throwing in the towel, Hudson worked with the team to revamp its customer service and to provide more transparency into the company’s products.

 

Her down=to-earth, approachable style makes Hudson the perfect representative for a company the appeals to modern women who want style and comfort from their athleisure wear. Although Hudson is proud of the success Fabletics has achieved, and has plans to continue growing the company, you’ll still get to see her on the big screen. Along with her business acumen, she is a talented artist who has no plans to step away from acting.

 

Curious about what Fabletics products are right for you? Take the Lifestyle Quiz to find out!

Christopher Burch’s Take on the History and Future of Technology and Fashion.

Christopher Burch is a distinguished entrepreneur and an active investor in many sectors. The founder and Chief Executive Officer of Burch Creative Capital is well seasoned in various industries with over three decades of experience. In a recent article on his take on the relationship between fashion and industry Burch had great views.

 

Burch acknowledges the many changes that have shaped both the fashion and technology industries over the years. Their growth has, however, been remarkably intertwined to make growth in one a complement to the other. Due to this, what is fashionable over time becomes technologically fashionable, and technology also becomes fashionable. A short look into the industry’s remarkable journey gives an insight of what lies in the future of the two industries.

 

The 70s saw the Boombox bring a thrilling experience due to its ability to carry around favorite tunes as well as stations. Its story was through the 80’s incorporated to movie storylines adding to the popularity of carrying one. In the 90’s a more personal experience of music was created by the invention of the Walkman, which also became wildly popular. With the most recent invention of the iPod, the music experience has become even more versatile and comprehensive. This shows that technology garners popularity depending on what people will consider fashionable.

 

 

Currently, there has been a notable synthesis of the fashion and technology sectors. We are at an age which has seen fashion designers seek to develop creations that deliver, a possibility which they see in technology. This brings a higher level of innovation as well as functionality. There are remarkable fashion creations with the use of technology that may be used to improve safety. For example, Designers like Anna Haupt and Terese Alstin have created a protective system for cyclists to wear around the neck. The system is fitted with an airbag that pops out of the neckwear to provide the head with protection from impact. This creation also improves the visibility of the surrounding when not opened. There are other creations such as the Frontline Gloves created by Kevin Cannon and Ashwin Rajan. This is design to enhance the communication of valuable information by firefighters through simple hand gestures.

 

Christopher Burch is reputed for his remarkable success in various sectors. With his ingenuity, Chris has contributed to the rise of various technology as well as luxury brands which are inclusive of Faena Hotel and Universe, Powermat, Nihiwatu Hotel, Poppin, Jawbone and Voss Water.