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The trend has been obvious and explosive. Go into a brick and mortar store with your smartphone, scan an item barcode and find the cheapest price online, then leave the store without making a purchase from mom and pop. It’s been brutal on small physical retail stores and nobody has felt the siege of Amazon and other large online e-commerce websites take over more than the fashion industry.

 

However, Kate Hudson’s Fabletics is not only defying the technology giants, she’s winning.

 

How? With good old fashion “Reverse Showrooming” also know in the modern era as “webrooming” A new take on what is now considered the old school method for using the internet to surf deals and products then go to a physical store to purchase your items at the best price.

 

Even though Amazon has taken over 20% of the retail fashion business, clothing is one of those items you still like to touch, see and try on before making a purchase decision. Fabletics is banking on that and it’s working for them.

 

Actress, fitness lover and model Kate Hudson started Fabletics in 2013 with the intention to build a fitness fashion clothing line that provides affordability and keeps up to date with current trends.

 

Kate and partners built a very flexible membership program that allows members the opportunity to shop and browse online then come to a convenient brick and mortar location to pick up their purchase. With 35% annual growth rate over the first 3 years, she’s onto something and the members are loving it more every year.

 

Members of all shapes and sizes will find fun, affordable trendy fitness clothing as well as an upcoming online fitness workout class and exclusive content aimed towards women’s health and wellness available in a members only private website.

 

The clothing line has grown to so much more than just a store to buy fitness outfits. They have a huge and constantly growing social media following where members share pictures, stories and inspiration for each others fitness plans.

 

The brilliance behind this membership platform is it’s free. The benefits that come from that reward both Fabletics and their customers. They can keep cost down with reduced inventory because the personal engagement between company and customer allows them to personalize inventory with exactly what their members like and want.

 

Nothing makes marketers happier than knowing just what their market wants and nothing makes a customer happier than having personal access to a business that knows exactly what she wants.

 

Kate Hudson has a built a win win in the fashion retail industry. Hold on Amazon, this game isn’t over yet and if Kate gets her way it’s just starting!

 

Are you a good fit for Fabletics? Find out by taking the Fabletics Lifestyle quiz here: https://www.fabletics.com/get-started

The rise of athleisure clothing has taken the world of fashion by storm. The stylish and multipurpose clothing has received widespread reception by consumers from celebrities to boardroom professionals. So cool and comfortable are these clothing that even billionaires like Mark Zuckerberg are donning their hoodies to work.

The new, casual 24/7 athleisure wear trend has seen people wearing workout clothing to work, while running errands or simply hanging out at home. What’s more, it is easy to simply pop into the gym after a hard day’s work without the extra baggage of carrying gym clothes. Robbie Myers from Elle Magazine, said that athleisure has received a positive market reception because doing yoga and exercising is a huge part of powerful women.

Myers added that athleisure clothing is open to everybody irrespective of whether they work out or not. This is because of the growing number of Americans who desire to live a healthy lifestyle while still feeling comfortable.

In 2015, Americans spent a whopping $44 billion on active wear – a 16 percent increase from 2014. Additionally, denim sales have dropped annually by 5 percent since 2013. Active wear companies like Fabletics have caught on to this trend and have produced their own line of athleisure clothing. Geraldine Martin-Coppola, the general manager of Fabletics’ branch in El Segundo, California, said that it was impressive for a startup like Fabletics to hit a $200 growth mark within two and a half years and they’re opening stores across the country.

Men have also caught on to this stylish trend with celebrities like Lebron James, Russell Westbrook and Steph Curry wearing compression pants and influencing the trend. Today, athleisure can be seen on various runways proving that it is here to stay.

Fabletics

Fabletics is a subsidiary firm of JustFab. It is a subscription retailer that was founded in 2013 and sells sportswear, accessories as well as athleisure wear. The company has grown into a stable fashion brand that periodically updates their prints, textures and colors to infuse fresh designs. Fabletics’ head of design, Shaun Kearney revealed that leggings was their bestselling item. Fabletics has a strong online presence on various social media sites like Facebook and Instagram. Today, the firm has seven retail stores and plans to open more in future.

Article originally posted on CBS News’ Sunday Morning: http://www.cbsnews.com/news/dressing-down-the-rise-of-athleisure/

Harvard business school has conducted a series of study, and the results confirm what celebrities such as Lady Gaga have known ever since she kicked off her lightning short dress and bolt-covered eye: people get attracted to an outlandish dresser. According to news article featured on Business Insider http://www.businessinsider.com/people-who-dress-weird-get-more-respect-2014-3. The research was conducted by Doctoral student, Silvia Bellezza, and other colleagues. It geared toward examining how people perceive social status and competence from those not conforming to typical dressing or style.

An experiment was conducted to test how people react to non-standard dressing. People wearing different types of clothes went shopping at expensive boutiques in Milan. One group wore donned fancy-looking outfits and suits, and the others wore casual sports cloth. The one in sports gear were presumed to be big spenders by sales assistants in comparison to those with expensive-looking outfits.

Through innovative and interactive approach, JustFab on retailmenot has created a powerful formula that has tapped this idea through online fashion sales and has resulted in tremendous growth in the global online retail market. JustFab initially referred as JustFabulous is an online retailer that deals with a unique selection of shoes, handbags, denim, and jewelry.

JustFab offers a portfolio of online subscription that includes ShoeDazzale, Fabletics, and FabKid brands. It has a reputation of a personalized online shopping experience. Avril, a singer, and a songwriter is one of the celebrities who have released fashion collections through JustFab, also, YouTube celebrities such as Elle and Blair Fowler. The company has established itself as a leader in unique online women’s apparel. In another experiment, unshaven professor in a T-shirt was rated highly by students in comparison to a teacher in suits.

Many people thought that “weirder” outfits were unique and were a sign of confidence. It can also be inferred from high-profile entrepreneurs who dress down. For example, the trademark of jeans, sneakers, and polo necks top from the late Steve job. Besides, Mark Zuckerberg, the Facebook CEO, and the “hoodies”.  To view an individual as a big shot, one must understand the person is engaging in non-conformity style willingly.