One of the companies that has recently made waves in not only the world of active wear but the online retail space is Fabletics. The company is a brainchild of actress and fitness enthusiast Kate Hudson and since its launch three years ago has had immediate success in generating an excited and loyal fan base across the globe.
In a CNBC article, Hudson was recently featured discussing some of the reasons her company has been so successful as well as her tips for other businesses that want to follow in the same footsteps. First, she outlined the need to look for marketing opportunities. Fabletics came into the market during a time when well-made active wear that was stylish was in high demand. However, the market was already inundated with companies serving up active wear at a particularly high price point, which clearly wasn’t feasible for many of us.
Fabletics offered stylish active apparel at a moderate price point, meaning it was available on a wider scale. By finding this marketing opportunity, the company saw huge success even in its earliest chapters. Hudson also went on to detail how important taking risks and believing in yourself are to any venture – a key lesson for anyone wanting to launch a new brand.
What was very interesting was her point that stated the importance of utilizing big data in today’s digital world. Fabletics stands out as a brand that is incredibly digitally advanced. In fact, the company uses a reverse showroom technique to put the focus on the digital “showroom” rather than focusing on opening a line of stores that have higher costs associated with a physical location.
The reverse showroom also helps create a more customized experience for the individual buyer. If you haven’t visited the website, I encourage you to check out their fun Lifestyle Quiz. Just a few questions generates a profile based on your tastes and athletic preferences that is completely unique to each user. So, instead of walking into a store that is set up for who each company thinks their user is, every outfit you receive from Fabletics is customized specifically to your user profile.
Today’s typical shopper browses stores and then goes to look for a discount online. With this reverse storeroom technique, everything is tailored right to you – giving the buyer the utmost benefit and lack of hassle in the buying process. This is one reason why Fabletics has soared to the top of the market and is beating out online wholesalers such as Amazon.
As the founder and CEO of Burch Creative Capital, Chris Burch has the uncanny knack of knowing just what it takes to make an impression in the entrepreneurial world by seizing new market possibilities and then applying his skill to make them flourish. His tendency towards disruptive brands and businesses that leave lasting, positive impressions on consumer lives and his success with them proves beyond doubt this man is a master when it comes to business and isn’t afraid to think “way outside” the box.
Chris Burch (christopherburch.net) believes that fashion and technology change at about the same pace and that by looking at the past, one can see the future and he’s right. Consider portable music. At one time, the only way to listen to music away from home was the car radio which was strictly AM long before FM came into being. Now fast forward to this decade and tiny devices such as the iPod with their ability to carry hundreds of songs at your disposal no matter where you are.
The blending of fashion and technology was bound to happen. Right now fashion designers miss no opportunity to blend them together into some of the most fantastic, wearable technology available to date. Take Anouk Wipprecht for example. This Dutch designer has actually created a drink-making dress she calls the DareDroid and another she calls Pseudomorphs, a self-painting dress. This proves the more advanced technology becomes, the more possibilities there are for the fashion industry.
Some items combine fashion and technology for our protection. One of them is an alternative to vision restricting bike helmets called the Airbag for Cyclists created by Anna Haupt and Terese Alstin. It’s worn around the neck and when closed does not affect vision which is the opposite of most bike helmets. Another interesting tech/fashion combo is clothing able to capture the kinetic energy of movement to power small electronic devices. There is even an idea from Soledad Martin to power cell phones by collecting energy created by walking via specially designed shoes.
There are times technology gets help from fashion. Glasses used to be seen as a social stigma and to help overcome that as well as benefit Google Glass, designer Dian VonFurstenberg outfitted her models with them on the catwalk. The cost of Google Glass is prohibitive to say the least, but seeing models wear them with their expensive outfits makes them seem less so. Therefore, there is definitely a connection that proves fashion benefits technology as much as the other way around.
In a career that’s lasted nearly 4 decades so far, Chris Burch has been part of bringing more than 50 businesses into the world. His talent of connecting the right ideas to the best methods are part of the reason people such as Ellen DeGeneres trusts him to handle her ED line, and that’s just the beginning of famous names that have taken their ideas to Burch. He has proven his worth in the business world and his track record for success speaks for itself.
We have Fabletics to thank for making it easier to look stylish while staying fit. There is no reason to sacrifice style while breaking a sweat, and Fabletics is making it easier than ever to do it. With many pre coordinated athletic outfits for yoga, the gym, and running, the on the go woman can choose her own fashionable look with the click of a button.
Fabletics offers a range of sport styles including leggings, cropped pants, shorts, tank tops, and sport bras. These are not just your basic black gym clothes. All of the styles are fashion forward, and include unique details like strappy back bras, open back tanks, bold and colorful patterns, and matching bra and pants sets. Not only are these looks great for looking and feeling hip and on trend during a workout, but they are cute enough to be worn on the way to class, and even out afterwards.
Taking these clothes to the street is a trendy concept called athleisure. More and more women are wearing their exercise clothes out of the gym wearing them to breakfast, running errands or getting a pedicure. Athleisure is all about adopting a healthier lifestyle and seamlessly integrating more comfortable and fashion forward looks into the wardrobe. Athleisure clothes are not necessarily your run of the mill gym clothes. Atheisure designers like Fabletics are creating clothing items like dresses that are made with comfortable and stretchy materials like the material used in a running shirt or yoga pant.
Women will now have access to athleisure dresses to wear out on the town. Instead of a constricting dress with hooks and zippers that may limit a woman’s movement, these dresses of Fabletics are designed to be flattering while allowing a woman maximum range of movement. These dresses are sleek and stylish, incorporating trendy design elements like a high neck, a strappy back or a mesh cutout in the dress. Although not recommended to wear the dress on a five mile run, it will be significantly easier for a woman to run and catch a cab without ripping a seam.