What started out in the gym has turned out to be a great business adventure for both Kate Hudson and Demi Lovato. Demi and Kate met for the first time in the gym, and the business relationship was born. Kate said commented that she liked Demi from the first encounter and her confidence was going to be beneficial for Fabletics. Kate’s dream to have Demi onboard will soon be a reality as Demi’s Limited-Edition Capsule brand will be launched in Mid-May 2017.
The collection will include assorted fashion items including leggings, tops, jackets, and bras. This is a collection that will be suitable for the different body types as they will be available in various sizes. It is a brand that represents the young people.
The Grammy-award nominee has teamed up with the Fabletics to support the GirlUp, A United Nation’s Initiative. All the proceeds from the collection will benefit the SchoolCycle. It is an initiative that partners with UNFPA to provide maintenance and spare parts which provide a safe mode of transport. GirlUp is a United Nation Foundation that deals with adolescents, girls. It is a campaign that empowers girls across the world. The foundation promotes health, education, safety, and leadership.
Partnering with Fabletics will combine three of Demi’s passions: fashion, female empowerment, and Music. She will be involved with creative process while still empowering girls.
By partnering with Demi Lovato, Fabletics will create awareness for the brand among the adolescent girls. The Capsule Fashion Brand will be sold in over eight countries and will also be available on the website. The collection will be carried on the different Fabletics stores nationwide.
Fabletics is an online retail fashion company that initially focused on female active wear. The Fashion Company uses a member-based system. This is a simple format that has given the company great success in the fashion industry.
They have a membership program that allows their clients to sign up for an account. The customers then fill a survey document providing information on their fashion preference. The Fabletics team uses the information to personalize their services.
At the start of every month, all the members of the Company receive an email with the latest trends based on their preference. It is not mandatory for the customers’ time to buy the clothes. However, they are mandated to make a decision before 5th of the month, or it would result in a store credit.
Fabletics has been giving Amazon a run for their money. Amazon currently controls 20% of the online retail industry. However, with the reverse showrooming, Fabletics has been controlling the industry. Showrooming is a technique that the online customers use to get information on the different fashion items. They will then use the information to buy the items at other stores at a discount.
With reverse showrooming, Fabletics has opened different stores. The stores give the members access to the various items. The Company has opened over 21 stores in different locations. They use the information provided by the members to stock the stores.
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Nine9 is a modeling and acting agency that helps their clients obtain work in the fashion and acting industries. Nine9 is different than other agencies in a number of ways. The first is that the company is commission free. Nine9 Talent Agency also provides their clients with 24/7 alerts that let clients know when their software has matched them with a casting that is a good fit for them.
Nine9 holds monthly workshops at its various locations where their clients have the opportunity to interact with industry leaders. Nine9 has offices nationwide including in Los Angeles, New York, Chicago, Dallas, San Francisco, Washington D.C., Atlanta, and Miami.
On Nine9’s website, there is a page dedicated to Success Stories that features the work that their clients have found. One of the clients, Steven H, used Nine9 and through them was able to locate local auditions. He was able to land the first few jobs he tried out for and this led to his being featured in a short film as well as co-hosting a television talk show.
Another Success Story was posted by Deborah H. She has been with Nine9 since 2011 and has found a lot of work through them. Among the acting roles she has performed in includes roles on Chicago Fire, Empire, and Chicago PD. She has also appeared in a number of student films, theater shows, and music videos over the last 6 years.
Denise J says that she receives work opportunities every week through Nine9. She has appeared in a Chevron Commercial and got a role in the next Alvin and the Chipmunks movie. Maegan C found work on the set of a new television series, Atlanta Daytime Divas. She said it was a great experience and taught her quite a bit about what it’s like to be on a set.
Fashion today has evolved far from the days when women were required to wear skirts, hose, and conservative suits to work and most social events. Today, there’s an active feel in women’s fashion that’s more attractive than ever. New e-commerce fashion companies like Fabletics are filling a real need out there for fashion that is very wearable at the gym, on a run, or even in the office or at a social event. Fabletics is offering great looking clothes that suit today’s active lifestyle, which is why this company has gone from a startup to a business valued at $250 million in just three years.
An Aspirational Image
Fabletics was launched three years ago by co-founder Kate Hudson and her partners, and the amazing success of this company is a testament to the founders’ vision. It isn’t easy making a mark in the online fashion world today, which is why Fabletics’ achievement is so striking.
Tough Competition in Fashion E-Commerce
Right now Amazon has a 20 percent share of the e-commerce fashion market, which means all the other companies have to compete even harder to attract a customer base. Today it isn’t enough just to offer a quality product. Customers now expect an online fashion company to offer a combination of high quality customer experiences, unique branding and last mile service, just to stay competitive. Beyond that, the products sold must be of high quality in their construction and in their appearance. It’s a lot to ask, but companies like Fabletics are making it happen, with success.
A Great Spokesperson
There’s no doubt that Kate Hudson is a great spokesperson for the Fabletics brand, and she has the active, athletic lifestyle that the brand’s customers aspire to. Fabletics offers a special VIP subscription service for customers to enroll in, and this aspect of the brand has been very successful. Customers fill out a form that lets Fabletics know their workout routines, so they can gear choices in workout clothes accordingly. Then each month the customer will receive a selection of great looking outfits in the customer’s size, geared to their preferences. The clothing choices are all curated by Hudson, which gives the brand an added appeal.
No, being a winner in today’s competitive fashion e-commerce world isn’t easy. It takes hard work and a lot of ingenuity. Brands like Fabletics are making it happen though, and paving the way to a new kind of fashion experience.