Paul Armstrong wrote in Forbes about the innovative ways companies are pushing to reinvent the market for high value brand items like athletic wear. Today, brand value takes a backseat to customer value and enterprise value. What do these tagline words actually mean? Customer value refers to the gauge repeat customers give for a brand or product. Enterprise value has to do with the economic sustainability (a.k.a. profit) a product’s production or manufacturing company has in the stock market and with stockholders. Three primary techniques are being used to stack up points with customers and stockholders
The Reverse Showroom Technique
The showroom has been a renowned and comforting arena for the customer to peruse, fondle, and critique or caress products thanks to Harry Truman. As opposed to this disconnected form of product inspection, reverse show rooming does things differently from physical stores. Membership is one of the driving anchors for modern product providers and whether purchases are made in-store or online are of no concern to their corporations.
Purchases are driven from a sustainable relationship through the marketing driven membership to which most in-store purchasers have already committed. Local stores are stocked with products that are indicated of interest by members. This ensures a rewarding shopping experience though companies confess to doing small scale experiments occasionally to determine whether product sales are primarily driven through online interaction or in the nostalgic showroom fashion. Typically, product sales have demonstrated that familiarity encourages product desirability.
What Does This Mean For The Future
Amazon does not hold the market in product sales. Companies are in-step with the online (and now physical) mogul. Online data does bear the brunt of retail strategy, however other factors like accessibility, consumer education, and customer experience are producing a return on investment in product sales. New showroom experiences are paving the way for more masters of product marketing and ultimately, online or offline purchases.
So what’s ahead if today’s sales forces are pushing the reverse showroom technique? ROI is definitely here to stay and consumers will push their preferences into the equation so that investors and product merchandisers are happy. But all that comes with satisfied customers.
Amazon is not worried too often about another clothing company supposedly moving in on their profits. Amazon has been in complete cruise control in the fashion e-commerce market for many years, and not one of thousands of competitors have cut into the 20 percent they make of every sale in this market. Now before Amazon gets too comfortable, they may want to look closer at how Kate Hudson’s Fabletics has been gaining ground in the women’s clothing niche over the last three years. Sales figures are coming in at $250 million of women’s active-wear, something that should have Amazon at the least concerned.
When you talk to Hudson about how does her athleisure brand really connect with an audience, she credits things like membership perks and reverse showrooming as the two key components in the formula. Take a look at the workings inside the Fabletics retail store at the mall, you will discover that this is not your average clothes shopping experience. Inside the store, women are buying and window-shopping, trying on anything they can get their hands on, even taking a Fabletics lifestyle quiz to enhance the membership perks. There isn’t pressure from sales associates to buy, they are part of the overall soothing and relaxing atmosphere.
The reason that Kate Hudson’s Fabletics is gaining in the fashion e-commerce market comes down to the way women are shopping at the online store. If you’re a member and tried on clothing at the mall store, those items you like are uploaded to the membership account page at the online Fabletics store. The reason this is so beneficial is because now you just pick up and continue shopping exactly where you left off in the mall. When you are no longer concerned about how the clothing will fit because you were already wearing it in the mall, then these women are free to splurge on themselves.
The perks of being a Kate Hudson’s Fabletics member do not stop there. Membership entails free shipping for all those online orders, discounts on all active-wear, and your own shopping assistant. This personal shopper has one job, scan your quiz results, pick one item they think you will enjoy, drop it in the shopping cart for your consideration. If Amazon is not too concerned about the competition in that crowded marketplace, Kate Hudson’s Fabletics may be the company that finally gives them a real run for the money.
In a recent article in the Marie Claire Magazine, Kate Hudson reveals her new line of athleisure dresses as well as performance wear swimsuits. These will be launched mid-April and should not be missed. Kate Hudson is the co-founder of their Pinterest boards. Together with Adam Goldenberg and Don Ressler the 3 of them realized there was a niche in the activewear marketplace that was still untapped. The luxury sports wear brand has been active since 2013 and has since come a long way. The company has spread its reach globally giving women all around the world access to affordable active wear with a superior quality. The Fabletics brand has since inception mainly targeted women however in June 2015 they launched their first mens line known as FL2.
Kate hudson has always been a role model for those young women looking to stay slip, fit and active in their daily lives. This is the type of lifestyle that Kate Hudson tries to promote through Fabletics of active wear clothing. Active wear since its inception has typically been very expensive and often not affordable for the average person. This was the niche that the 3 cofounders took advantage of and decided to launch an affordable version of active wear yet still retain the quality of other more expensive brands.
In the interview at http://www.marieclaire.com/fashion/news/a19566/kate-hudson-fabletics-interview/ Kate Hudson shares that the idea for the new line of athleisure dresses was a normal progression for the line. Active women should also feel comfortable when going on a night out and therefore the athleisure dresses suit any occasion. The athleisure dresses of Fabletics can even be warn on a date night according to Kate Hudson. She shares that she would see no issue to wear the dresses to dinner or out on the town. The dresses incorporate the same performance materials that are used with the other lines of active wear and therefore it is not an issue to even perform light exercise in them. The idea of Fabletics is to provide the wearer with a more mobile experience. Comfort is everything with this line but still remain sexy and up to date.
Some of the dresses also feature built in bra’s. The Tropez dress is one of those dresses however those that do not have the bra fitted into the dress are very easy to wear a sports bra with. The active wear dresses tuck everything in very neatly, the same way a pair of leggings do and therefore everything fits well and is extremely snug. For this very reason it is not required to wear any spanx as the dresses do that for you. The companies mantra is, live your passion every day, and this is evident with these dresses.
It is true, JustFab has released a plus size collection. This plus size collection features 35 pieces that they will be adding to very soon. JustFab is an online subscription for fashion that carried standard sizes before now. It’s an exciting time for JustFab introducing this new line.
From a beautiful jumpsuit, great and figure flattering wrap dress. and mix and match separates that can create tons of great looks, JustFab has done a great job. Sizing for the plus size line goes up to 3X or 22-24. This has opened the door to so many women looking for an online subscription for great clothes. To be a VIP member for JustFab the cost starts at $22.95, which is very affordable. Even if someone isn’t looking to do the VIP collection that’s fine too but you will need to sign up with JustFab to look and shop on your own.
The online subscription through JustFab works pretty easily. First you register and then answer a series of questions that help a stylist make choices for you each month. Should you not like your choice for the month you simply change it for something else before it’s shipped. If you choose to opt for a month you can, just make sure it’s before the ship date. JustFab has a lot of tails wagging to see where this great new line is headed.
Fashion is not just about dressing. Fashion can also serve as a means of self-expression and an artistic medium at the same time. Many people try to figure out the best possible way for them to decide to dress and use fashion to help them look and feel good. The right kind of outfit can do just that. Getting help from a fashion expert can also help people discover their own inner sense of style. A fashion expert like makeup entrepreneur and fashion stylist Doe Deere can help anyone figure out how best to think of fashion and how to help them create their own inner understanding of the rules personal fashion.
Deere has spent many years working in the fashion industry. As a result of her love of fashion, she started her own makeup company. Lime Crime lets people pick out makeup that is contemporary and yet flattering to a wide variety of skin tones at the same time. In creating Lime Crime, Deere showed her customers that it was possible to break fashion rules and do so in a way that allowed them to be able to feel comfortable and confident. Deere shares her other personal rules to break in a recent article for Bustle Magazine.
Here, she reminds her readers that many kinds of fashion rules can be broken and people can still look good at the same time. Like many of her readers and most devoted fans, she knows the rules and likes to have fun with them. That’s her ideal fashion rule: have fun. Unlike others who tell us to dress our age, Doe tells her fans that they can dress younger or older if the mood strikes them. She likes to wear clothing that can help her feel playful and recapture some of the feelings that she had when she was younger.
She also likes to play around with fashion in other ways. While fashion rules sometimes tell us we should wear a business suit at a business meeting, Deere likes to throw such windows out the window. She has a closet full of great ball dresses that she wears whenever she likes including on ordinary shopping trips of all kinds. This kind of free approach to fashion can allow anyone to decide that fashion rules may apply in certain circumstances, they need apply to people at all times.
Fashion, according to Deere, can be one in which it is possible to take the rules they know and use them in ways that also allow for an individual’s full range of self expression and their own understanding of what works for them and helps them feel more confident and happy no matter what they happen to be doing at the moment. This kind of inner confidence and sense of knowing what works for any given person can be the best possible fashion rule of all. Those who follow Doe Deere will continue to look to her for the best kind of helpful fashion advice.