Fabletics: Modern Marketing

It goes without saying that the internet leveled the playing field in many industries. Historically, only powerhouses dominated the economy. Those with enough money to advertise the most usually got all the customers. As the internet grew in popularity, smaller companies began reaching customers thousands of miles away.

Even more, customers found they had more power to determine high-quality products or services. Recently, every market began implementing review-centric marketing strategies. What’s been happening is customers review products and post their opinions online. Now, 84 percent of consumers use these online reviews as an important component in their decision-making process.

This means that power now belongs to the crowd. Those smart enough and savvy enough to capitalize on this trend are experiencing tremendous success. Fabletics, an activewear brand founded in 2013, grew into a $250 million company thanks to its embrace of customer reviews. It wasn’t exactly clear whether Fabletics would find success.

At the time, activewear wasn’t as popular and that particular market was already dominated by brands like Lululemon and Under Armour. Despite the huge disadvantages, Fabletics attracted over one million monthly members in its first three years. They’ve also opened 18 retail stores in major cities across the country.

Fabletic’s retail stores are doing better than most e-commerce companies’. Jumping from online stores to physical stores isn’t easy, but with the right strategies, it’s possible. The most important strategy these days is making the customer feel special. Fabletics does that in its stores and online.

Co-founder Kate Hudson takes great pride in the brand’s efforts to make all women feel and look their best. For her, it’s more than just on-trend fashion; it’s inspiration fitness wear. Her mission’s always been to inspire women to take their first step toward more active, healthier lives.

Inspiration plays a huge role in Hudson’s daily contributions at Fabletics. She learned from her mother, famed icon Goldie Hawn, that inspiration is the most important part of an idea. With inspiration, anyone can achieve any goal they set their mind to; and without, even the smartest people can fail. She watched her mother achieve the impossible and start a foundation that teaches mindfulness to children.

Along with inspiration comes taking risks. Opening any kind of business requires that at least one person be willing to take a risk.

Black Friday week is still going strong! Shop the sale in stores and online. (Link in bio)

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Breaking All Fashion Rules

Rules are meant to be broken, every innovator knows that! Most of us remain completely unsure of who exactly makes up rules on fashion and beauty, but Doe Deere of Lime Crime believes that these seemingly arbitrarily rules are simply a guideline, and one should express themselves outside of these confines, at will. Her makeup line, marketed as “makeup for unicorns,” is a very colorful line of cruelty-free cosmetics that dares to take chances and fully encourages self-expression.

Some of the rules that Doe Deere feels should be ignored begin with what is classically considered a fashion faux-pas: wearing a bold lip with a bold eye color. She feels you should take chances, match a colorful, bright, bold palette to your mood and desire, and just go with it.

It seems since the dawn of time there has been a lot of consensus, amongst just about everyone, about not wearing too many colors at once, be the source of said color clothing or make-up. She feels that if one likes wearing many colors, they can do so by effectively striking a balance through the use of an introduction of hair colors.

Lime Crime’s CEO feels that mixing patterns is yet another rule that should be broken whenever the mood strikes! Some people can easily mix a whole bunch of patterns, and do it very well, but for others, this can prove challenging. She does, however, state that when mixing patterns, try to stay within the same color family, and try to use patterns that have some synergistic qualities.

Another rule that Doe Deere feels needs to be broken, whenever you feel like it, is wearing socks with open-toed shoes! Ms. Deere believes that socks are one accessory, that although we have a lot of fun with, we hide them behind our shoes! She fully encourages exciting socks paired with open-toed shoes for fashion fun!

The rule about wearing black or neutrals if you have unnaturally colored hair she cannot fully-embrace. Her love of color is what precipitates her interest in coloring her hair with nearly every color of the rainbow. Wearing colorful clothing with your bold hair is a form of self-expression to be fully embraced.

Finally, take your cocktail dress out of the closet, out of the plastic, and wear it to the grocery store! Occasion-specific dressing is a model that is no longer working; why leave a great dress in the closet, just waiting for an event that warrants wearing it? Wear your ball gowns to the mall, and make this cosmetic queen proud!