The Success of Fabletics Using a Reverse Showroom

In today’s e-commerce market, there is a shift in consumer perspective to focus on things like customer service and social consciousness, rather than the mentality that the more you pay for an item, the better it must be. Fabletics, actress Kate Hudson’s athletic wear company, have disrupted the ‘activewear’ market with creative and personal marketing. The company has created an army of members that are loyal to the brand. Each month over one million women receive monthly outfits from Fabletics – all delivered right to their doors.

The company was founded under parent company TechStyle Group. TechStyle is a veteran in e-commerce sites that deal with women’s clothing, home goods and accessories. When Fabletics was founded, TechStyle knew that Kate Hudson was the perfect choice – if not the only choice – to co-found the athletic wear company.

Reverse Showrooming

Fabletics thrives on utilizing the reverse showrooming technique. This technique is becoming more popular now after the success of Fabletics. However, when the company launched it was a disruptive business style. Businesses that rely on physical locations are getting crushed in an age when most everything can be found cheaper online. The overhead cost of a physical location is staggering, leading to higher prices for items sold inside. Because Fabletics utilizes reverse showrooming, they are able to offer a higher quality of items at a lower cost than competitors that rely on brick-and-mortar locations. Fabletics is able to offer quality equal to competitors at around half the cost. This also allows the company to offer a higher level of customer service due to lower overhead. This creates not only more purchases, but a team of loyal fans that will serve as a referral source (free marketing).


Kate Hudson’s Role with Fabletics

When Kate Hudson first began working with Fabletics, she did it as so much more than a spokeswoman. She worked in nearly every area of the development of the company. From social media strategy to selecting product inventory, she is one of the founders, and leaders of the business. Kate Hudson has said several times that it is against her philosophy to be the fact of a company she doesn’t personally believe in and support. As you can tell in her many social media posts, Kate wears Fabletics clothing on a near-daily basis.


To take the Fabletics lifestyle quiz, simply visit the website. After answering a few short questions you will see you personal Fabletics showroom.

Academy of Art University Graduates Showcase their Work at the New York Fashion Week

The Academy of Art University recently showcased work by some of its students at the New York Fashion Week held at Skylight Clarkson Square. This is the 21st time since 2005 that graduates from the university have showcased their work at the NYFW platform. In attendance were notable figures in the fashion industry including the Director of Education and Professional Development at CFDA, Sara Kozlowski and Ms. J Alexander who is known for America’s Next Top Model. Given that the graduates put in a lot of hard work, the opportunity to showcase their work and talent to potential career mentors and employers is one they will always appreciate and one that will pay off in the long run.


Profile of Academy Art University

Academy Art University is an educational institution dedicated to transforming aspiring students into professional designers and artists regardless of an art portfolio. The institution promotes the vision of art students being trained by professional artists who inculcate the value of hard work, commitment and proper instruction in the art industry. Established in 1929 by Richard S. Stephens, the institution offers around 25 art courses such as acting, architecture, game design, industrial design, fine art and fashion, among many others, at the associate, bachelor’s and master’s levels. Graduates from the university have been hired by prestigious companies such as Apple, Pixar, Nike, EA, and Zynga, among others.


Student Diversity

Some of the students who showcased their pieces at the fashion week interpreting their version of the future of fashion include ten recent MFA and BFA graduates from the university. The group of designers came from different backgrounds such as coastal Maine and China showcased five menswear and five womenswear collections in addition to two collaborations among them. The university boasts of student diversity from all over the globe.


Additional Information

The privately held Academy of Art University has more than 18,000 students and more than 1,000 teaching staff on part-time and full-time basis. Additionally, the Academy of Art University owns and operates an automobile museum valued t more than 70 million dollars. The university also offers athletics opportunities to its students who participate in the NCAA Division II as members of the Pacific West Conference.