The people that have successfully invested in fashion will tell you that it is not as simple as many people imagine it to be. When you are creating new designs and concepts in the marketing of fashion related products, the best you can hope is that when the people you are targeting see the designs, they will be impressed to the point of wanting to follow that work and the many others that you will make after that. This is the hope that Fabletics had when they started their business. Six years down the line, the company feels extremely happy about the strides that they have made so far, and is hoping for bigger and better days.
The company was founded in 2011 by Don Ressler and his partner, Adam Goldenberg. They decide to launch the fashion line after realizing that most people had a really shallow concept of the online shopping model. The issue that they had with most of the online shops that were in existence was the fact that even though the stores were referred to as self-service, it is the retailer that decided the designs and brands that they were going to carry. This simply means that the customer who shopped from these stores did not really choose the design that they wanted, but simply chose from a set of pre-selected items.
They wanted to base the store on the concept of the customer making their custom products. To make this happen, they decided that they would create a store in which the customers could log in, create a design that they wanted, send it to the team and receive a final product that was crafted to their specifications. This is the first difference that started drawing in the consumers.
The innovation that was part of the starting point of the store is one of the things that drew in investors. By the time that the company was hitting their first year in the business, they were starting to attract huge names from the entertainment world. It is their association with Kate Hudson in the creation of stylish, yet affordable active wear that has sent their sales right through the roof. The popularity of the products that are designed by Kate has reached a cult like following and is still growing.
Other people that have endorsed the company include Kimora Lee Simmons and Avril Lavigne. Companies like the Matrix Partners and the Rho Ventures also invested in the company a while back after realizing that it was headed for great success. Currently, most of the following of the products that are sold by the company comes from the Millennials .
The reverse show-rooming technique is one of the concepts that is driving the sales of the company. There was a time when people would go online to look for products and after finding them, they would o shop where the cost was smaller. Fabletics decided to make their online store the central part of their business and the physical store just a part of the entire experience. This is what has gotten them to the point where they are giving Amazon and other giants in the industry a run for their money.