Why Fabletics Is Succeeding Where Amazon Cannot: Personalizing The Online Consumer Experience

Fabletics, an activewear company targeting yoga enthusiasts has quietly climbed the ranks in a decade where clothing retailers are being decimated left and right, Fabletics must be doing something right.

 

Online shopping has morphed the traditional in-person retail experience, consumers are now able to browse countless items and have unlimited access to product details to compare and contrast before making a buying decision. The dreaded Showroom Effect may be a factor in the death of traditional brick and mortar fashion apparel selling. The Showroom Effect is where consumers browse in-person to see the selected item, then end up buying it somewhere else- online usually. What Fabletics has done is create a model that tops what both Amazon and traditional brick-and-mortar retail outlets currently provide. With touches that enhance the shopping experience, when a customer shops in-person, that item is also added to the cart in their online virtual account as well and by tailoring the inventory of the retail outlets to reflect current customers, Fabletics has created a niche by using data science to its max. Some colors, sizes, and styles are popular in certain areas, by employing a reverse showroom effect, Fabletics is able to tailor to a targeted market and efficiently meet consumer demand.

Fabletics is able to offer this in conjunction with its membership model, the resulting effect is that 30-50% that enter are current members. Convenience and customer experience is how Fabletics has changed the game for Amazon- who currently holds a staggering 20% of the fashion apparel market.

 

Kate Hudson, daughter of Kurt Russell and Goldie Hawn, sheds light on handling a business in between filming on location for various movie projects. Hudson, the co-founder of Fabletics and mother of two, credits the price point for the brand as instrumental to success. By figuring out where the industry had a safe access point, the establishment of the company was possible due to direct lack of competition in that area. Yoga clothes traditionally can incredibly expensive, for members of Fabletics athleisure, $49 a month is the monthly membership.

 

Staying involved with the company personally and introducing larger sizes are also keys to success notes Hudson. Hudson has larger goals than just fitting customers with cute apparel, nutrition and health are an emphasis, inspiring one another to be healthy and motivated is a company goal. To find custom suggestions on Fabletics activewear, consider taking the Lifestyle Quiz!

Wengie’s 11 Sneaky Beauty Tips

In her 11 Beauty Hacks video,  YouTube blogger Wengie shares some of her favourite hair and makeup tips. Many of these involve being creative, saving money, and reducing waste.

The first of these is putting green tea into a spray bottle, cooling it in the fridge, and spraying it on your face as a gentle toner. Similarly, she notes that putting regular chemical toner into a spray bottle and refrigerating it reduces waste from cotton pads and feels great in the summer heat. She also suggests putting used green tea bags on your eyes to reduce puffiness and under-eye bags.

Wengie’s next tip is to spray perfume onto your hairbrush as a way to subtly scent your hair. She also likes putting essential oils like coconut oil onto her hairbrush to keep hair soft and shiny between shampoos and soften bristles on a natural bristle brush. Her next hair tips include spraying bobby pins with hairspray for a more secure hairstyle hold putting the curvy side of the pins down for maximum grip. Next she suggests painting bobby pins with nail polish in order to match any colour of hair dye.

After that, Wengie explains that putting a kitchen sponge in a jar and pouring nail polish remover in is an easy and reusable way to remove nail polish without creating cotton ball waste. She also creates her own facial cleansing wipes using cotton pads and makeup remover. Next she suggests using coconut oil as a way to remove dirt and makeup without actually washing your face.

Wengie then demonstrates how to stick toner-soaked cotton pads onto your cheeks in order to plump out smile lines before applying makeup. Her final beauty hack involves cutting a lone eye of fake lashes into a set of two half-lashes. She suggest applying these for a more natural lash look.

 

Read more about Wengie:

http://socialblade.com/youtube/user/wwwengie

http://hotbirthdays.com/celebrity/wengie.html