Fabletics: New Activewear Powerhouse

Becoming a powerhouse of any kind is tremendously difficult. Unless it’s first of its kind, there are usually already powerhouses dominated that market. The activewear market has been dominated by brands like Under Armour and Lululemon since the trend began. So when Fabletics launched in 2013, it was facing an uphill battle.

Somehow, Fabletics became one of the most popular activewear brands in the nation. In fact, Fabletics is sold in seven other countries. The brand’s grown 200 percent in the last four years and generates over $200 million in revenue a year. According to executives, a lot more went into building that success than people think.

For a start, Fabletics was founded on Kate Hudson’s premise. She wanted to create an activewear brand that would inspire all women. Since the beginning of the activewear movement, not every woman has felt appreciated or acknowledged by the other powerhouses.

Hudson immediately set her brand apart by offering lines in sizes from XXS to 3X. It’s not as easy to create lines for all sizes, but it’s worth it in the end. Also, Fabletics is meant to inspire women to embrace more active lifestyles. Instead of assuming their customers are already healthy and fit, Fabletics focused on encouraging them.

Recently, Fabletics achieved Hudson’s dream and expanded into plus sizes. Hudson got the idea to produce plus-size lines after realizing that the only other plus-size products started at $200 for a single pair of yoga pants. The quality of those products was also lower than they should’ve been.

Activewear is supposed to combine gym wear with casual wear. If people don’t feel comfortable working out in their clothes, they consider that a failure. Hudson ensures that Fabletics’ designs make women feel comfortable taking things as slowly as they need to.

One trend helping Fabletics get its message and products into the world is the power of the crowd. More than a trend, the power of the crowd is growing and destroying thousands of the businesses every day. The power comes from reviews left online by customers who are explaining their experiences.

After people stopped trusting traditional marketing and advertising, they turned to online reviews. They trust these reviews as much as they trust a personal recommendation from people they know. This new consumer behavior has forced companies to be more transparent.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on

Fabletics Relies on the Reverse Showroom Technique to Build a High-Value Brand

Fabletics has done an incredible job of penetrating and creating itself a market niche in a highly competitive e-commerce fashion market led by Amazon, which controls 20 percent of the market. In its three years of operation, Fabletics has managed to grow into a $250 million company focusing on the activewear market.


Fabletics uses an innovative subscription mechanic to promote and sell its clothing to customers. It relies on the premise that consumers are naturally inclined to like aspirational brands that push individuals to want to purchase their products. Mix this with membership and convenience, and you come up with a powerful brand.


Fabletics Relies on New Marketing Dynamics


Traditionally, high-value brands relied on price and the quality of their goods and services to remain competitive and guarantee their success. However, changing market dynamics and a shift in economics means that things like customer experience, last-mile service, gamification, exclusive design, and brand recognition have become the new determiners of competitive advantage.


Fabletics’ marketing strategy and positioning mostly resembles Warby Parker’s and Apple’s, a move that has paid off for the company. The online subscription brand has been so successful that it opened six stores in 2015, and increased the number to 16 in 2016.


Fabletics has managed to build a high-value brand based on a membership model that has made online shopping feel like a personalized service. Furthermore, the fashion retailer sells trendy clothing at half the price of its competitors.


Reverse Showroom Technique


Fabletics successfully uses “reverse showrooming” to attract customers and sell clothing. The company continuously builds relationships and knows the market by organizing events and other CSR activities. At least 30 percent of the people that walk into a Fabletics store are already members while another 25 percent become members by the time they leave the store.


Apart from the reverse showroom technique, Fabletics uses online data to ensure that they only stock items in their stores that appeal to customers. The data is sourced from social media sentiment, real-time sales activity, and store heat-mapping data. On top of this, Fabletics knows that growth is reliant on people, accessibility, and culture. Today, the company enjoys a 35 percent year-over-year growth rate.




Fabletics is one of the successful subsidiary companies of JustFab Inc., recently re-launched as TechStyle Fashion Group. The company was launched in 2013 by Kate Hudson (a successful Hollywood actress) together with Adam Goldenberg and Don Ressler, the co-founders of TechStyle Fashion Group. Fabletics primarily produces and markets active wear and athleisure wear. By 2014, the online fashion retailer had penetrated the European market including Germany, France, and the United Kingdom.


In 2015, Fabletics was shipping orders to Australia, launched a men’s line, and opened six retail locations within the U.S. The online fashion retailer is dedicated to creating clothing that inspires people to lead an active lifestyle in comfortable but trendy workout outfits. Kate Hudson has done an incredible job in promoting Fabletics to the International market making it one of the best performing subsidiaries of TechStyle Fashion Group.

Wen by Chaz Brings Restored Health to Dry Hair Through Hydration

There are a lot of things that can affect the condition of someone’s hair. Some of these things can be controlled through diet, while others need more direct attention to correct. People who have problems with dry hair could try to resolve it by using conditioning products. The problem with most conditioners is that they are made with ingredients that can actually weigh hair down.

Since the conditioner is separate from the shampoo, it could cancel out the cleansing effect of the shampoo by leaving a building up of film on the individual strands of hair as well as on the scalp. Unfortunately, the end result of buildup is often dull, limp hair that also feels greasy.

A Better Way to Condition

Wen by Chaz is advertised as a cleansing conditioner, because it combines the cleansing ingredients of a shampoo with the restorative ingredients of a deep conditioner. This unique combination allows the product to clean away the dirt without leaving any undesirable buildup behind. In fact, the cleansing aspect of the product will actually remove any buildup left behind by other products. This is especially helpful for women who use styling products such as gel or hairspray.

As a deep conditioner, Wen hair by Chaz has the ability to restore hair that has become damaged due to over processing or exposure to the elements. These are some of the things that can contribute to the dryness of hair. The ingredients used in every variety of Wen include botanical extracts. Just as the healing properties of plants can help hydrate dry skin, the same properties allow the Wen cleansing conditioner to hydrate damaged hair, bringing back its natural body and shine. Not only will dry hair look and feel soft and luxurious, but it will also be less prone to breaking. Wen hair care products are available online via eBay and Guthy-Renker.

The Lime Crime Look

When really looking good matters, women will always choose makeup that works for them. Whether it’s that reliable shade of pink lipstick from a tried and true brand or a powder that has stood the test of time, women choose makeup because it delivers on a promise of making them look better than average. A step up from there, however, is makeup that delivers on a whole other level. That’s makeup that makes a real statement, and that is a statement that says, “Yes, I’m beautiful.”

Rocking a Great Look With Lime Crime

Lime Crime cosmetics is a rock and roll makeup line that first came on the scene in 2007/2008. The brand was created by a Russian emigre Internet entrepreneur named Doe Deere who started out with a fashion line and then moved into makeup. What really drives this brand is the idea that makeup shouldn’t just make a woman a little better looking. Instead, her makeup should make a statement that shouts out “I’m bold, I’m brave, and yes, I’m really beautiful!”

The Lime Crime look delivers all that and more, with a fabulous selection of lip colors and shadows and glitter pots that bring a compelling artfulness to the whole daily beauty routine. The Lime Crime look is one that goes far beyond the usual selection of foundation and concealers into cosmetics that blast an everyday look into something that’s really quite extraordinary.

Lip Color That’s Truly Fabulous

The Velvetines lip color line on urbanoutfitters.com is a key innovation from Lime Crime. Developed by Deere herself with a dedicated chemist, these unique lip colors are the first to go on “liquid to matte.” They also keep their wild colors without crumbling, for a look that’s kissable as can be. Velvetines are also certified “cruelty free” and they come in a range of gorgeous colors that run from hot pink to deep purple, blacks and even a mushroom shade of beige brown.

Catch a Unicorn

Women can also choose from a wilder range of lip color in Lime Crime’s Unicorn lipstick line. These smooth, slightly more wet matte lipsticks are available in gorgeous shades of pink, purple, red, orange and even yellow, green and wildly electric blue.

For an even more stunning look, women can add a dose of gorgeous glitter onto their lips and eyes with Zodiac glitter pots from Lime Crime.

Is it any wonder that Lime Crime is catching on a big way? Women who love looking good know that this brand has what they want, and what they need, beauty wise.