Kate Hudson’s Fabletics finally scaled the hurdle into the league of fast
scaling e-commerce companies. This is no mean feat. Just within the space
of three years Fabletics has grown into a $250 million business despite the
presence of fashion e-commerce giants like Amazon that controls 20% of the
market. Now, Kate Hudson’s Fabletics can rob shoulders with the likes of
Amazon, Apple, Bonobos and Warby Parker. The rise of Fabletics is no
accident; it is a product of proven and tested business strategies.
One of these result-oriented strategies in use by Fabletics is reverse
show-rooming. Before now, many business firms subscribed to show-rooming to boost sales, but it turned out to be the reason many of these firms
crashed or were under-performing. Showrooming encourages people to visit
physical stores, view the items on display and proceed online to make
purchases. As it turned out, these customers go to the stores, inquire
about the prices of the items they want, but go online to search for other
competitors ready to offer these items at lower price. On finding one, they
put in their orders and take delivery afterward leaving the physical stores
with nothing to cover for the cost of running these stores. The only way
out is to reverse the process i.e. get customers to do their search online
and later come to the physical stores to make their purchases. This is what
is called reverse show-running. Achieving this feat requires a couple of
strategies. In the case of Fabletics, they put together a membership model
that offer customers personalized service and on-trend fashion cutting
market price by half.
Proofs of Fabletics ascendancy are now obvious to all. Recently, their
offline stores were increased to 16 in places like Florida, Illinois,
California and Hawaii. Also, news of the opening of another set of offline
stores is everywhere. These and other recent developments show that the
company is on an upward match.
A BRIEF REVIEW
Fabletics remains one of the fastest growing fitness apparel companies. The
owner, Kate Hudson, together with the managing crew has successful put
together a monthly membership structure. I always advice individuals who
care to listen to opt for a VIP membership on joining the ever increasing
customers’ list. The reason is simple. On your first order, you only pay
$25 with good price discounts when ordering your a la carte outfits. VIPs
are not under any obligation to make monthly purchases or pay fees for not
placing a monthly order. The biggest perk for membership is the outfits
curated for you monthly with a 2-3 piece outfit going for as low as $49
The company will know the types of workouts you engage in and you choice
of outfit’s styles as you will be required to take a survey that will
contain all these details. The company will thus know the right items to
bring to you attention on a monthly bases. *
Television has been one of the most used forms of media for the longest time. This is where people got to watch videos. Therefore, advertisers needed to put forth a lot of creativity when it comes to television advertising since this medium is visual. Fortunately, people that are creative and have a budget can put together something that is not only very memorable, but will also actually help businesses increase their sales. However, in order for this to be effective, there needs to be a lot of creativity. Fortunately, Jose Borghi of Mullen Lowe is very creative when it comes to television advertising.
There are many different aspects of advertising for television that Jose Borghi considers when he is thinking about advertising for a company. Among the different things that need to be determined are the themes, message, music, visual style, overall presentation, and many other factors. Then Jose Borghi works with his team at Mullen Lowe in order to come up with something that is going to get everyone’s attention. The process does take a while. However, the team does tend to have fun with all of the ideas they can come up with for their commercial.
One major factor that can help with the advertising is the company itself. Mullen Lowe can consult their clients in order to know more about their business and the kind of image they are trying to bring forth. This will help them determine the theme and overall style of the ad campaign. Meanwhile, they can also look at the type of people that would pay attention to this type of ad. This would include the types of channels they watch at different times. Once they have decided all of that, then Mullen Lowe can put together the campaign and pay for the spots to advertise them on.
With Donald Trump as the new president, Americans can’t help but wonder what happens to his businesses which clearly pose a conflict of interest for him in his current position. However, business titans that Trump has worked with are looking forward to continued business with his companies. Hussain Sajwani is one of these business people who have remained optimistic that business with Trump will continue as usual and feel that it may even get better. His company DAMAC Properties has interacted with Trump Organization during various business adventures.
Hussain Sajwani is the founder and CEO of DAMAC Properties. He founded the company in 2002 with its headquarters in Dubai. This is one of the largest real estate companies in the Middle East dealing with prestigious and luxurious private and commercial properties. DAMAC was responsible for construction of the Trump International Course in Dubai. Due to his outstanding personality and business skills, Hussain Sajwain has managed to acquire powerful friends who have engaged in business with DAMAC properties.
Hussain Sajwani was part of Trump’s election victory celebration on New Year’s Eve held at Trump’s Mar-a-Lago resort in Florida. Trump acknowledged the presence of the Sajwain family during this ceremony calling them “the most beautiful people from Dubai”. Asked how he felt about Trump’s election, Hussain Sajwain said that their relationship went way beyond business given that their families know each other and have greatly interacted before. Additionally, he felt that Trump’s family particularly his daughter Ivanka and sons Eric and Donald Jr. were suitable leaders to take over their father’s business since they have represented the brand during many local and foreign business deals.
Besides his great contribution towards DAMAC properties, Hussain Sajwani was also part of the feeding program during the first Iraq war in 1991 where he was recognized for his outstanding food service to the United States Army. He is also a major supporter of government initiatives such as the Ramadhan initiative to clothe deprived children in the world launched by the United Arab Emirates government. He donated AED two million towards the campaign to provide clothing and other necessities to those needy children. DAMAC Properties has launched another section; DAMAC Maison, to provide bespoke services to residents in serviced hotel apartments.