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Kate Hudson co-founded one of the most popular brands of activewear in the world: Fabletics. In 2013, Hudson worked the e-commerce giant TechStyle Fashion Group to create an affordable activewear brand. The premise: offer discounted on-trend fashion. That simple concept took the fashion industry by storm.
Last year, Fabletics saw a 43 percent increase in their sales. Having a world-famous celebrity heading up the company certainly helped when it came to getting the brand out there. Now, Fabletics succeeds because of the creativity and commitment of their designers. Customers also like being able to buy two or three items from Fabletics for the same price as one pair of leggings from more expensive brands.
Creating lines for all sizes and ages of women was important to Kate. There weren’t a lot of brands making activewear for women that weren’t already healthy and fit. Fabletics is about inspiring women to get to a place where they’re healthy.
To do that, Kate put a lot of effort into making sure that Fabletics doesn’t push women into anything too quickly. She also made sure that all women had something they’d like. Recently, her full dream was realized when Fabletics announced their first plus-size lines.
Another important aspect of Fabletics’ success was identifying their audience. When it comes to activewear, it’s most popular amongst millennials. Millennials love hanging out with friends while also keeping health and fitness in mind. Activewear perfectly combines comfort and casual wear with the functionality of gym attire.
Initially, there was some concern about discount brands like Target joining the field. Fabletics learned a lot of most successful strategies from other companies. Like Amazon, Fabletics uses big data to predict future trends and current preferences. Using technology allows Fabletics to craft their products to particular audiences to increase sales.
Despite some negativity about its VIP membership model, customers seem to respond to Fabletics well. They love all the discounts and love telling their friends about the brands. Positive word-of-mouth advertising has always been the advertising a company could ask for. These days, that form of advertising appears as online reviews.
More than 80 percent of current shoppers use online reviews to calculate their purchase decisions. Oddly, they trust online reviews just as much as they trust personal recommendations from people they know. It’s also why every company now has a comment or feedback section on its website.
Did you know that the Irish word for “Harp” is “Clàrsach”? For this beautiful and uniquely special instrument has its deep roots and origins within Ireland itself. Unbeknownst to many outside nations, it is the emblem of Ireland and the nation’s pride and joy. Now, how does this funny story connect to lip balm products – and more importantly, those of EOS? You’ll see.
First, as a national symbol displayed on certain seals, passports, flags, documents, coins and universities, there is much respect for the harp from within its residents. Time and history have apparently lost the original, actual date and occurrence of the harp though many claim the harp to have gone as far back as Creation. Interestingly enough, the original lip balm products were found to originate at a very similar date – what’s funny is that they were extremely messy yet highly popular and sought by many in their time, much like the harp, see more. Though the new EOS flavors and products are as intensely popular, if not more, sellers have thankfully managed to remove the more messy and imperfect qualities, giving you a flavor that sticks and a rich history of where the product comes from – its history. Check out the latest fashion video here on youtube.com.
I have been blessed to travel across numerous cities, countries, continents and shores: I have been on several islands, cruises, excursions, hostels and hotel adventures, roundtrip and international long-haul flights and even all-inclusive resort vacations; I have even been to Asia, Africa, South America and the Caribbean, but there is one thing I have not found thus far in all my excursions, adventures, history lessons and personally humiliating experiences – an EOS roll-on balm product or flavor that I did not like.