How Fabletics is Thriving by Putting Digital First

How do you buy your clothes these days? Like many people, you likely visit a store to get better acquainted with the look and feel of a company’s line of offerings and then do one of two things: 1) go home and try to find that item or a similar one for a cheaper price online or 2) start searching from your phone immediately for a cheaper price online. When athletic fashion brand Fabletics was founded, its founders were keenly aware that the world of retail was becoming a digital first market place. Unlike many retail companies that have been around for decades and are struggling to evolve to give a great digital experience, Fabletics was launched in 2013 as a digital centric company.

 

They did this by making a firm decision to only open a few stores in highly strategic locations and creating a full online experience by using a reverse showroom method. This reverse showroom method invites buyers into a fun and easy to use online space where they get a feel for what the brand is about, its product line and the quality of the items. Fabletics takes this a step further by using an algorithm to create a highly unique profile for each individual customer. How is this done? People can hop on Fabletics’ website where they can answer a few questions about things like what type of athletic activity they like to do, what their style is like and their sizes and once they become a Fabletics member each outfit is tailored to their specific preferences. In fact, after taking the quiz and signing up – they have to do nothing at all except enjoy a monthly new outfit from Fabletics delivered to their doorstep. This has been a cornerstone of Fabletics’ success as it jumped from a startup to $250 million in sales and 1.2 million members in just a few short years.

 

Kate Hudson is synonymous with Fabletics. She is their spokesperson and she also is highly involved with the company’s operations. She stated that she really believes in Fabletics success and its growth and for that reason she will continue to be consistently hands on. She attends sales meetings, reviews weekly numbers, consults on the social media strategy and, most importantly, studies the company’s inventory to make sure the pieces are loved by Fabletics members. She knows which pieces her customers love and which pieces aren’t as great of a success and is hands on in making changes so that every piece is a success.

Christopher Burch Pushes Technology and Fashion Closer Together

A recent article by Chris Burch, describes how technology and fashion feed off one another. He claims technology becomes fashionable, and vice versa. He uses devices like the Walkman and how they were fashionable to carry around in the 90s or how boom boxes were fashionable in the 70s.

 

He states that currently fashion designers are using the newest technology to make new fashion designs, because technology is so important, and this is what people want. Together the two bring a higher standard to innovation. He mentions Anouk Wipprecht, a designer who designed a drink-making dress.

 

Another designer, Terese Alstin made a system to protect bikers from injury by wearing a device around their necks that would pop open to prevent their heads from impact in an accident. When it is not open, it allows for a clearer view of the surroundings than a helmet does. He points to the fact that movement can become energy, so new clothing can harness this kinetic energy to power watches, mp3 players and more.

Burch stresses that fashion and technology can grow together and help with each other’s development.

 

Christopher Burch is the head of Burch Creative Capital. The company invests in innovative projects that use imagination and creativity, leading to disruptive brands that change the world. Burch has been involved in the development of over 50 companies over the years. He has used his keen understanding of consumer behavior to build many successful innovations,

 

Some of his most recent projects include the introduction of ED by Ellen DeGeneres, Cocoon9, Nihiwatu, and Voss Water and others. Burch Creative Capital is also supporting the development of lifestyle products from retail, apparel and home products. Some of these include BaubleBar, Blink Health, Brad’s Raw Foods and Chubbies.

 

It is claimed that Burch became a billionaire in 2012, because of the increase in the value of his majority stake in C. Wonder.  He married fashion designer Tory Robinson in 1996. They have three sons.