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.

Ordinary items create unique gift boxes for Wengie

Wengie has a number of examples on how to create a unique looking gift wrapped package including using a scrap piece of cloth, empty oatmeal box, straws, and knitting yarn. The scrap piece of cloth can be used to make a good looking ribbon. Simply take the ribbon and tie the corners from end to end. Repeat again only tying the other corners. Continue the process until the ribbon has no loose ends. The bow created will fill the top of the package. Add a plastic flower by simply sliding it inside of the bow to finish off the gift box.

 

Use a hole punch on both ends of the newly created gift box so that one can add a ribbon through each of the holes. The ribbon will create a handle to carry the gift item. Wengie adds that using previously discarded boxes is great for the environment.

 

Gift wrapping can take the look of a 3-D effect using straws and yarn. Cut straws into smaller pieces and pull them through some strong. Take the straws and create an original looking designer box. Glue it into place when one is satisfied with their creation. Try using yarn on a box by wrapping it around and around on a box. Once the yarn is in the position one wishes, simple use glue to secure it to the gift box.