In order for any retailer to be dominating the fashion e-commerce market, they need to contend with the giant in that space first. Amazon has been at the top when it comes to selling apparel online, and to that point, the company has been raking in nearly 20 percent of all the sales in this competitive market each year. That being said, Kate Hudson’s Fabletics doesn’t focus on how far Amazon is ahead of the competition, they are focused on building a brand and growing at their own pace.
Hudson loves to tell the story about how her company was able to break free from the pack and be in a position to be able to dominate the market that Amazon has ruled for so many years. Hudson says the reason her apparel line is so popular in the fashion e-commerce market has to do with reverse showrooming and member perks. Look at how shoppers are moving about in the Fabletics retail stores at the local malls, it is something you don’t normally see in a retail setting. Women are taking Lifestyle Quizzes, window-shopping, and trying on everything from leggings to yoga pants. There is never pressure from Fabletics sales associates that these shoppers need to buy either.
If no pressure to buy, how is it possible that the company made $250 in such a short amount of time?
The key to the growth of Kate Hudson’s Fabletics appears to be in how these women are shopping after they leave the store. Part of the perks with this company is that every piece of workout apparel worn in the stores is moved to that member’s online account. This gives these shoppers the chance to return and shop online when they have a less hectic schedule. Since these gals know exactly how the clothing fits, they can surf the online stores larger inventory and pick out fun colors to their hearts content.
The membership perks at Kate Hudson’s Fabletics don’t end there. Here are just some of the other benefits to shopping at this clothing retailer.
+ Free shipping for online orders.
+ Discounted prices on all workout apparel.
+ Help from a dedicated personal shopping assistant.
Doe Deere is a cosmetics leader. She may not know it yet, but she is a rising star in the cosmetics industry. People are checking out her Lime Crime brand, and over a million people are following the Lime Crime brand on Instagram. This company is growing, and Doe Deere is the one that is bringing forth the inspiration for this new Generation Z that is spending billions of dollars online.
The thing that Doe Deere has realized is that she doesn’t have to really promote the brand through her own website. She is aware that there is a new generation that doesn’t really watch television. He knows that he can promote the brand through social media. Selling cosmetics online is so much easier thanks to social media. This generation of consumers today are going to be able to embrace cosmetics through the Internet because they are constantly getting likes from friends and posts about the brand. This is how Doe Deere has become as well-known as she is.
Doe Deere has had a digital platform that has allowed her to make it to the top in her industry. She has managed to create a strong brand, and people are highly aware of her colorful flavors. Doe Deere is a champion with the youth, but she is also appealing to an older crowd. Middle-aged women love her brand as well. She has become a person that gives people access to cruelty free products, and older women appreciate this.
The Doe Deere brand is very appealing because there is such a huge focus on her style. She is building up a very profitable business, and the lipstick line is innovative. The lip gloss, lipstick and eyeliner are great for people that want something that is over the top. The Velvetine Collection is very popular because the colors are part of high quality makeup solution. This is makeup that does not fade out easy. The Doe Deere collection has things like Dusty Nude, Alien and grey-brown shades. All of these are very high quality brands of lipstick.
The matte lipstick from Doe Deere does not fade. So many people are going to look at the Doe Deere brand and patronize her makeup because it is different from the rest. The Lime Crime brand that she has created is just the beginning of her success. Right now Doe Deere is always working on a hair dye. There is a semi-permanent hair dye. The Unicorn Makeup was the beginning of her claim to fame. Now people are starting to talk about the Unicorn Hair. That is something that she launched recently, but there is already a lot of talk about this hair dye.
Doe Deere may not look like a CEO. Most people would just assume that she is a customer. The reality is that she is both CEO and consumer. She sells this makeup, but Doe Deere also invests in her own makeup line. She is a fan of her own brand.