Fabletics, Rapidly Growing Active Wear Business


If you are looking for active wear you might be looking into Fabletics by Kate Hudson. Fabletics is an online subscription site for women that sells active wear such as yoga pants, sports bras, leggings and even socks and underwear. Fabletics now also stocks dresses, skirts, hats, and scarves. Fabletics was founded in July of 2013 by Kate Hudson, Don Ressler, and Adam Goldenberg. The company officially launched on October 1st, 2013. In June of 2015, two years after Fabletics was founded, they launched FL2. FL2 is a men’s active wear line. FL2 was designed by Kate Hudson’s brother Oliver Hudson. FL2 includes many different types of shorts, shorts, sweatpants, and hoodies. In September and October of 2015 Fabletics opened their first physical retail stores. In February of 2016, Forbes Magazine reported that between 75 and 100 Fabletics stores are scheduled to open in the next 3 to 5 years.


Fabletics Membership

Fabletics is a membership based service. When you register for a Fabletics account you will need to take a survey. In the survey, you will state your preferred workout clothing, colors, and prints. Fabletics VIP members will receive an email for the month that has new outfits that are chosen for you based on your style preferences. You can either chose to get the outfits or opt out. However, if you opt not to get the outfit for the month you will still be charged $49.95. The money will be credited to your Fabletics account and from there, you will be able to choose your own outfits for the month or save your credits to use at a different time. Fabletics offers free shipping on all orders of $49.95 or more in the U.S. Fabletics also offers free exchanges. If you are not happy with your purchase you can send it back and get something different.


Rapidly Growing Buisness

Amazon currently controls about 20% of the online fashion E-Commerce market. One thing that has helped Fabletics grow $250 million in 3 years is reverse showrooming. What is reverse showrooming? Reverse showrooming is where customers go online to research their products and then go into a physical store to purchase the product.


How is Fabletics Diffrent

Fabletics is different because they encourage their customers to use reverse showrooming. Between 30 and 50% of people that go into a Fabletics store are already members, and another 25% become members while they are in the store. Fabletics uses online local data about preferences. This means that the physical Fabletics stores will only stock items that are likely to appeal to the locals that will be entering the store. The items in the store can be changed based on the changing fashion trends in the area, the local member’s preferences, and real-time sales. When customers come into the store they can actually see the products and find the correct size without the hassle of having to send the item back if it does not fit. Once the customer knows his or her correct size and style it makes ordering online easier.


Fabletics Summary

Fabletics is a fast growing membership based active wear company designed to meet your needs as a customer. They offer many different types of active wear for both men and women. Fabletics has many physical stores currently open and are planning to open many more over the next few years.

EOS: Big Dreams, Even Bigger Profits

For the company Evolution of Smooth, the past few years have been a blessing. With an already over-saturated market that’s full of lip care products, how could this small, new company compete with the fan favorites. Evolution of Smooth looked at the situation in a logical and decided to sell their fruity lip balms to a specific market. Generally speaking, most lip balms are used by females than males. Males do use the products, but to a much smaller extent. Evolution of Smooth decided to produce the products in colorful displays and fruity flavors, which most other brands weren’t doing. Once the brand hit the shelves of Walgreens it became one of the store’s best sellers. With that success, (EOS) now had products on the shelves of Target and Wal-Mart (https://www.walmart.com/ip/Eos-Sweet-Mint-Lip-Balm-0.25-oz/15136069). Three of the biggest chain stores in the world was selling the lip balms and making the company a lot of money. The brand can now also be purchased online thru Luckyvitamin and Ulta.

ESO Lip Balm became a sensation once celebrities started using the products. Singer Miley Cyrus and Britney Spears featured the colorful lip balms in their music videos while Kim Kardashian and Christina Aguilera was spotted in public with the pastel colored orbs. The brand had now reached celebrity status and began to appear on pop culture magazine covers and within it’s pages. Evolution of Smooth sells about $1 Million lip balms per week and is now the second best selling lip balm on the market today.

This brand has it all and one of the best features of it is the high quality ingredients. Being made from organic ingredients, these lip balms are much healthier than those made of chemical fillers. With vitamin e, vitamin c, and antioxidants blended in, your mouth will receive doses of healing agents that moistens and energizes the lips. With such huge success, the brand is expected to be selling $2 Million per week by the year 2020.