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Women are stuck between affordability and fashionable when it comes to choosing athletic wear. Over time, the women’s athletic wear market has developed a gap between functionality and fashionable. With demand for women’s athletic wear on skyscrapping demand, Don Ressler could observe the trends. Considering that active wear consumption wasn’t going to slow down anytime soon, Don Ressler teamed up with Adam Goldenberg to launch Fabletics. Their mission was to create fashionable, affordable, and functional activewear. By joining forces, Don Ressler and Adam Goldenberg came up with a vision to transform the women’s athletic wear market. Instead of focusing on the current market trends, Fabletics focuses on market demand. Through focus groups and consumer tests, the duo determined that some of the problems that were plaguing the women’s activewear market seem consistent across the board.
Working with Kate Hudson as the brand ambassador steered Don Ressler to success in the sportswear market. Branding in sports fashion industry was relatively ubiquitous, and only a few companies could target women with their brands. Nonetheless, Kate Hudson gives Fabletics’ brand a friendly, appealing, and confident face. With her as the brand ambassador, Hudson will help Fablectics to connect to the masses. Kate Hudson would come in as a co-founder due to her outstanding communication skills and her passion for the world of media. She will be responsible for improving the brand’s online presence.
Working through several hiccups, Don Ressler built an internationally recognized brand. While manufacturers would focus on making sports pants both fashionable and functional, Don Ressler would use his vast experience in women’s sportswear designing to improve the clothing industry. Together with his team at Fabletics, Don Ressler made women’s active wear fashionable and of high quality. A robust online presence and widespread grassroots appeal helped set Fabletics apart from its competitors. Fabletics would use Kate Hudson’s communication skills and charisma to strengthen the brand’s online presence.
Besides online marketing, Fabletics came up with a discount pricing system. You just need to pay a monthly fee of $50 once you sign up for Fabletics VIP. In exchange for signing up for Fabletics VIP, you would receive rewards, free shipping, and discounted clothing. By combining this model with its great online presence, Fabletics stood out of the competition. Extensive online presence combined with the economics of affordability shown that women’s active wear can be affordable, fun, and functional.
One thing that Whitney Wolfe has noticed is that it can be rather easy for founders and employers to get the leadership aspect of business wrong. There are a lot of challenges to overcome when it comes to getting one’s own business going. Often times, the employer or founder can be rather dismissive and even cruel to their employees. The fact of the matter is that it is better for them to be grateful to have employees. Many founders are faced with a group of people telling them that they are crazy or that are otherwise not interested in what is being offered to them. Then there is that one person who is actually on board with the project.
One thing that Whitney Wolfe has learned and is willing to tell others is that being grateful is a very important leadership trait. She has had very few passionate people working with her to bring forth the project. One of the reasons that this project has worked as a whole is because people have believed in it as they were working on dating apps project. For one thing, if people didn’t believe in their project, then they wouldn’t have been doing anything to bring it out.
One of the best things for people who own businesses is to make sure that they hire someone who is willing to work for them. When people are thoughtful about who they hire, then they are going to bring forth a culture of people that love working together.
Whitney is also willing to help people with other aspects of their lives. This is one of the reasons that she has set up her BIZZ extension on Bumble app. She understands that there are so many people that are struggling to find work even to this day. With Bumble, people are going to be able to get a leg up on what they are looking for when it comes to work. Bizz is one of the apps that is good for connecting people together so that they can pursue their business goals and gain financial independence.
Read More: www.fastcompany.com/person/whitney-wolfe
Amazon is well known in fashion e-commerce and controls 20% of the market. But Fabletics isn’t letting that stop their $250 million growth in the past three years. Fabletics isn’t like other e-commerce stores. They are subscription based. They believe that the combination of membership and active wear that pushes the boundaries is what has pushed their company forward. Consumers have changed their views on what they consider is a high value brand. It use to stand for high quality and price. But now great customer service, exclusive designs, and recognition of the brand is what determines high value.
Fabletics compares themselves to companies like Apple and Warby Parker because of their business strategy. They are opening 16 more physical stores within the year. They do physical stores differently in three ways. Reverse showrooming, data is the heart but doesn’t determine the company’s success, and growth comes from accessibility, people, and culture.
Reverse showrooming is where the customers that come in Fabletics are typically already members. When they try on clothing in the store, that article of clothing goes into their online shopping cart. It doesn’t matter to Fabletics if consumers purchase their products in the store or online. The people that aren’t members before they go in the store, become members before they leave. The experience is enough to make them want more.
Data is imperative to any company. And knowing what to show online and in the showroom in the physical stores is important so it doesn’t discourage or dismantle the customer’s experience. Fabletics keeps with the trends and knows that styles and trends change and they move with the trend changes. Physical stores are stocked based on consumer demands and preferences.
Fabletics face challenges like all companies do. But their impeccable customer service, positive consumer experience, and educating the consumers on their brands is driving the company in the right direction. The company is always evolving and their growth is 35% every year. The company is aware of the new consumer and is among the growing list of risk positive brands that watch the data to be able to give the consumers what they want.
When it comes to ingenuity, few companies/brands lack the creativity to be placed under this category. When it comes to cosmetics, having the ability to express yourself is the end goal. This industry is huge as there are thousands of products that come from the hundreds of brands. Honesty, this industry is a bit cluttered and it is full of products that never live up to their own hype, but luckily there’s Lime Crime.
Lime Crime has changed the face of cosmetics, no pun intended. Since it’s inception back in 2008, the brand has steadily grown year by year. Today it is a powerhouse on the scene and it has knocked many of the fan favorites down a notch. “Scandal” is the newest addition to the brand’s extensive collection and it’s literally causing a scandal. If you want to feel sexy, Scandal does it for you. If you want to make a statement, Scandal shows you how. The deep plum colored hue of this lipstick has drama written all over it. This product comes at just the right time also as the color purple is in high demand for the season. Scandal gives you that “punk rock” type of edge and a rebellious nature. After wearing this lipstick, people will certainly remember you and in fine detail. Lime Crime does a great job by introducing this product as it has all of the same qualities as the other popular “Velvetine” lipsticks. The liquid matte finish gives the lips a sleek gloss, which makes Scandal ooze even more sex appeal. It’s long lasting, paraben-free, certified vegan, and is “bad to the bone.”
Founder Doe Deere has done it yet again. Having such a strong social media presence will certainly boost it’s notoriety as the brand’s Instagram account has more than 2.6 Million followers. The sky is the limit for Scandal or should I say that the limit is the sky.
There always seems to be a new trend that comes out with makeup. It’s either a new color, a new style, new texture, or something of the sort. Therefore, it’s very difficult for makeup companies to set themselves apart. Lime Crime has found a way to do just that. They have created a new lip color which is going to completely change the game. The best part is that it’s here just in time for Valentine’s Day.
According to the PRNewswire, Lime Crime has introduced a new lip color called Scandal. Scandal has a violet-hue. The deep purple color is sure to look gorgeous on any person and on any skintone. That’s because it’s such a rich color that glides on lips effortlessly. It’s the perfect color for Valentine’s. Scandal is one of those shades that isn’t too bold and it isn’t too soft. It’s right in the middle. It’s definitely a color that people will compliment on but it’s also not too over the top. It’s the perfect shade to wear to work or when out for play.
Scandal is just one of the many Velvetine lip shades that Lime Crime offers. Lime Crime prides themselves on offering unique colors that aren’t typically found in stores. These are colors such as blues, purples, browns, and more. They’re the colors that people want to try but don’t always have the easiest time finding them. Lime Crime is a cosmetic company that is based online. People can browse all their different products until they find one that’s right for them. Lime Crime has a product for everyone and the best part is that everything is vegan-friendly and cruelty-free. The Lime Crime products are also high-quality because the creator and founder prides herself in makeup. She only sells cosmetics that she herself would feel comfortable wearing.
Overall, Lime Crime is a great place for those who are new to makeup and those who have been wearing it their whole life. There’s a Look Book available on the website for those that even need inspiration. Overall, Doe Deere wants everyone to be able to use makeup that they can be proud of.
The Lime Crime velvetines are something truly different. They come in both metallic and matte finishes, as well as nifty gift (or glam!) packs called “velve-tins”, which are 3 colored velvetine liquid lippies in a cute, protective tin.
So why ‘velvetine’? What’s with the name? It’s simple – the velvetine line gets its name from the fact that once it’s dry, it leaves your lips feeling like velvet.
These lippies don’t just work, they play, too! They’re touch proof, transfer proof, kiss proof – they will not budge (until you want them to, that is!)
Chances are you won’t have to reapply your Lime Crime velvetines throughout the day. However, if you’re wanting to refresh your look throughout the day, simply use an oil-based makeup remover to take off your velvetine liquid lipstick and apply a different color.
You can even grab some diamond crushers lip topper to go over a matte finish velvetine without making it run! This can give you an even more drastic day-to-evening look – simply apply lip topper on your way home from work!
Once you try their velvetine lippies, you’ll be hooked. You’ve never experienced such soft, smooth, kissable lips as you will when you use LC’s velvetine liquid lipsticks. This is absolutely a lippie that you need to use to believe.
They offers a variety of fantastic lip products at very affordable rates. They also offer free shipping on orders of $50, and a special “Get $10” offer to help you help yourself and your friends!
If you visit their website, you will not be disappointed by the consultants they use. They are incredibly helpful and are willing to give beauty advice and chat with you. Very knowledgeable and friendly.
From fantastic products in a variety of color that really work, to a great and helpful staff, Lime Crime has you covered every which way!