Fabletics, a fitness clothing subscription service, is fervently competing with Amazon. No small feet considering the powerhouse Amazon continues to be. Kate Hudson’s Fabletics offers brands consumers trust at a price that is cheaper than many of their competitors. The subscription part of the Fabletics business has allowed the company to give costumers what they want at a much lower cost. Becoming a member means the customer will get a great fitness outfit set for $49.95 each month. There is never any obligation to continue membership, and members can skip a month any time they need to save a buck or two.
The clothing company has been a huge success because of the flexibility of their service and their great customer service. The company has utilized a new technique referred to as reverse showrooming. Essentially this means Fabletics started out online to build a relationship with its users, and now they are opening physical locations where already loyal members can come in person. A customer can come in the physical store and try on an item, and the item will be added to their online account membership. Fabletics plans on adding more physical locations in the coming years. Already, physical stores have been opened in Hawaii, Florida, California and Illinois.
Fabletics recently collaborated with Demi Lovato, who is a huge fan of the company. Even though the company started up only three years ago, it has grown to be known all over the world in part thanks to Kate Hudson. Kate, known for her role in “Almost Famous,” joined the Fabletics team after they realized she embodied what they wanted in a company partner and spokesperson. They wanted someone who was genuine and had the unique style they were looking for.
Kate took an active role in the company, approving clothing design and developing marketing strategies. Kate wanted Fabletics to be about the customers and helped to implement better customer service strategies. Demi Lovato’s love of Fabletics has much to do with Kate’s vision of empowering women to be the best they can be by loving how they look and inspiring them to be active.
The fashion and technologies industries have grown ever increasingly closer together in the past, and this trend will continue in the future. An example of this in the past in the 70’s boom box, which opened up the world of portable music. Its use was popularized in film and culture adding to its popularity. In the 90’s the Walkman was released, for a more personal music experience, and this gave way in the 2000’s to the even smaller iPod. Technology grew with the popularity of personal fashion.
Today the fusion of fashion and technology continues apace. Fashion designers enjoy incorporating technology into what they deliver. A Dutch fashion designer elaborated when she commented that technology is like a playground and it rewards you with endless possibilities to experiment with.
In the future technology will be used to protect the wearer in another advance of fashion. An example of this is incorporating an Airbag for Cyclists as a neck accessory, which would inflate in order to protect their head from an impact. Another use of technology in fashion is in using recycled materials in creating them, such as using inner tubes to make jackets. Clothes will also be created that will gather energy, such as kinetic, in order to power personal devices. Fashion and technology can feed off each other creating something new. The fusion of these two areas will lead to a world that is more beautiful and creative while also being more functional and protective.
Chris Burch is one of the leaders in combining fashion and technology together. As the Founder and Chief Executive Officer of Burch Creative Capital, has a hand in melding these two industries together. The heart of Burch Creative Capital it to create disruptive ideas that have a direct and positive impact on people and that have global appeal. Additionally, Burch co-founded the high-end brand Tory Burch. Chris Burch has always had an interest in fashion, and in fact the first business he created in 1976 was an apparel company called Eagle’s Eye. He has developed an interest in using technology in a disruptive way in the fashion industry.
In addition to his interest in technology and fashion, Burch has launched several real estate ventures in the United States as well as internationally. He has also been involved in the medical field, serving on the Board of the Rothman Institute Orthopedic Foundation, and has been involved in other industries in his career as well.