Category Archives: Fan Fashion

Fabletics Employs Reverse Showrooming to Compete with Amazon

What does Little Fabletics have to do with Amazon?

Recently, Fabletics threw their hat into the ring, announcing their intention to compete with Amazon for their 20% of the eCommerce apparel market share. To contest with such a giant for the clothing business, Fabletics needs to have a strong product, remarkable advertising and loyal customers – and they are making a bid for all three.

 

Both Amazon and Fabletics are eCommerce companies, marketing through the internet, so far they are equal. However, Fabletics has a focus on fitness apparel, a strong, recognizable spokesperson and a circumscribed product line, which is working in their favor. Though Amazon might not feel the loom of Fabletics quite yet, it’s time for them to begin glancing behind.

 

The Basics of Reverse Showrooming

Most apparel companies begin with a few mall stores, selling nearly identical stock. They arrange windows and showrooms to entice customers.

 

Fabletics elected to sell directly to the public, bypassing the malls. However, since they were a new name on the scene, they needed something to build trust and instill in potential customers a feeling of confidence and quality.

 

Bypassing the Showroom

First, they used Kate Hudson, a well-known beauty, fitness expert and actress, to advertise their products. Ms. Hudson is famous for her dancing ability and her interest in fitness so customers would feel she would not represent a poor quality product.

 

Building on that foundation, Fabletics offered new customers a smashing deal: a complete fitness outfit for $20, with your VIP subscription. Ah, here’s the next step in the plan – subscription. For Fabletics, making a single sale was not enough; they needed a loyal customer base and were sure that the subscription would supply one.

 

Subscriptions Re-imagined

Fabletics knew that people had a less than positive opinion of subscriptions because of the experiences they had of being locked into an arrangement that no longer suited them. To fight this issue, Fabletics re-designed the subscription concept. Rather than functioning to serve the interests of the company, they reversed the idea to function for the customer.

 

By putting the customer firmly in the driver’s seat, Fabletics created a subscription that people could enjoy. You can return anything you don’t love for replacement or credit. If you don’t want a shipment for a month or so, just let them know and your order will be suspended. Want to end the subscription for a while? Just inform them.

 

On to the Showroom

With a strong subscription clientele with all manner of VIP benefits, Fabletics is now opening physical stores. Customers can join the VIP club when they make purchases, existing members can apply their points and benefits to store purchases and Fabletics stocks the stores with the kind of clothing that is popular in that area, as learned from the subscription customers.

 

By now you see how clever Fabletics is, turning the subscription concept backwards as well as reversing the showroom idea. Time will tell if this cleverness is sufficient to attract some of Amazon’s apparel business.

Kate Hudson Takes Over The Internet One Yoga Pant at a Time with Fabletics

In the fashion world, it has become harder to be successful when Amazon reigns 20% of the fashion industry of the e-commerce market. For Kate Hudson, she was not going to let that rain on her parade. The Fabletics business is ever growing and this has not caused her $250 million dollar business to be halted. For more than 3 years, there has been a popular movement of active wear. For consumers, this market is popular among all age groups.

 

If you are not familiar with Fabletics, you might not know that this popular movement has allowed consumers to receive new active wear through a monthly subscription to the Fabletics monthly subscription. You will receive new active wear at the beginning of each month and these will continue on until you either decide to cancel your membership or if you choose to skip a month or two of your membership.

 

Fabletics is much like the rest of your monthly subscriptions. You either will opt to purchase or not purchase before the deadline of your monthly subscription is due. If you decide to purchase something, you will receive your monthly allowance and you can either continue to receive them or you may cancel your membership.

 

Kate Hudson worked very hard to make a name for herself and this is no different. Kate is a active workout and yoga participant and therefore she knows what it takes to be comfortable in your workout gear. She knows what it feels like to be constricted and how uncomfortable you might be in certain types of active gear and therefore knew what needed to be done in order to feel comfortable and confident in her active wear. The yoga pants are ideal for someone who wants to bend freely and be comfortable while doing downward dog or other yoga positions. If you want to have beautiful and comfortable active wear, Fabletics is one way for you to do so.

 

Fabletics offers a great deal to get you started and when you signup, you will receive your first set of yoga pants for $25 dollars. This will get you started and from then on out, you will either need to accept the next shipment or opt out of the next shipment. You can either make a phone call to tell a representative what you would like or you may visit their webpage to opt out. Either way, you wont be displeased with your new active wear.

Susan McGalla Rejuvenates Pittsburgh Steelers Fashion Lineup

The Pittsburgh Steelers’ have just upgraded their fashion line and their website, according to a CBS Pittsburgh article. The Steelers have had a fairly robust lineup for gear for fans to wear, however, many fans found the color choices always to be lacking as they generally featured the teams colors of black and gold forgoing any other colors. Today is a new day, however, as the Steelers plan to offer new jewelry from Pandora as well as big labels like Tommy Bahama and Victoria’s Secret for the clothing. Changing up the style has meant including new styles for the female fan that might want more color in their outfits including neon yellow, metallic gold and pink for some of the younger female fans. The person behind the changes is Susan Mcgalla. According to CBS Pittsburgh, Mcgalla wanted to offer men something to wear to work while offering women something more feminine. This new strategy will help dress up some items giving all age ranges and sexual orientations will have something to choose from to fit their individual style while supporting their favorite team. Susan McGalla’s position with the Pittsburgh Steelers is Director of Strategic Planning, and will be helping make decisions that cater to fans and helping the organization have a more outward facing structure. McGalla first contributed to American Eagle Outfitters’, during which time she helped buying merchandise for women’s clothing before moving onto other positions within the company. Susan McGalla showed her ability to understand current trends as well as understanding what a group of consumers want. McGalla’s ability to read and understand trends in fashion, and her willingness to find out what customers want, has helped her create growth in the past. The first steps Susan McGalla has taken at the Steelers show’s her continued ability to stay in touch with fans, and understand what different demographics want.  Source: http://pittsburgh.cbslocal.com/2015/09/18/steelers-overhaul-fan-gear-closet-introduce-new-fashion-campaign/