Everyone now and then we are reminded of the incredible attraction of the American dream to those around the world. It is a beacon of hope that lights the hearts and minds of those wishing to come to America’s shores. This dream was in the heart of Doe Deere, a Russian born immigrant who’s exposure toAmerican culture instilled the dream of one day capturing her own American dream.
Doe Deere would get the chance to obtain that dream, at the age of 17 her mother wanting a better life for her daughters would move them to New York City.Doe was eager to live in the land of opportunity, however, it was not to be this way. For a long time, her family would struggle to make ends meet and it did not help that her mothers accounted credentials had not yet been transferred, meaning her job options where extremely limited. The mounting pressure would lead Doe Deere and her family to live in aManhattan homeless shelter. She recalls that her daydreaming of becoming a designer was about the only thing keeping her optimistic during one of the hardest times of her life.
In 1999, a social worker named Dorchen Leidholdt came to the families aid. Dorhchen would find an opportunity for the family and eventually aid Doe Deere in attending the Fashion Institute of technology after seeing the creativeness in her sketches. In 2008, Doe’s hard work paid off. She would found makeup company “Lime Crime”and advocate company for empowering women through products and company message. Doe Deere employees a team of over 35 individuals all leading the way to show women that they can be anything they want to be and more. She concludes by stating that the contribution of the greatness of America sometimes comes from those who did not begin as Americans.
Fabletics is a fashion membership brand in the activewear movement using a subscription model to sell to members. Coupled with convenience and associating with brands which empower women to be a better version of themselves, the brand has become a darling to many. Given that Amazon has in the past dominated the fashion e-commerce scene yet Fabletics has grown to a value of $250 million in three years, the brand has set itself apart as a game changer in the industry. From the get-go, the brand understood that price and the quality of goods alone wouldn’t endear it to the modern shopper. Consequently, it focused on customer service and exclusive design to be of high value to customers.
As other brands physical stores are going under because consumers browse for their products online but go to buy them away from the brand’s physical stores, Fabletics has managed to increase sales at its physical stores. Fabletics will be opening a dozen more shops in different locations this year alone. This success can be attributed to reverse showrooming where clients browse their products online before making a purchase. Given that Fabletics physical stores stock on products clients want instead of trends, this business model has worked in their favor. Online local data on what clients are looking for is at the heart of their retail strategy and has pushed their sales upwards. Basically, members’ input is taken into account during stocking. Consequently, members end up buying the products at the brand’s physical stores instead of going elsewhere to look for them. Focusing on accessibility, people, and culture has ensured Fabletics is thriving even as other fashion brands struggle to get people into their stores. For the best workout gear, Fabletics encourages you to take the Lifestyle Quiz to find out what suits you best.
Hudson’s Take and Role in Fabletics
Kate Hudson played a major role in getting the Fabletics brand to where it is today. Kate and her team put in a lot of work to ensure the athleisure brand is not only fashion-forward but that it is also empowering to women. Kate is therefore proud of her accomplishments with the Fabletics brand and knows it will continue to expand. Her claims are not baseless. At the inception of Fabletics, Kate took a hands-on approach to the business. She reviewed budgets, social media strategies, the design process, and ensured their styles were authentic. This way, she instilled confidence in her team to push forward even when they faced hurdles. Given that the Fabletics brand stands for quality products, Kate’s clear communication, an improved customer service department and a new data system, eventually earned Fabletics a top rating from the Better Business Bureau.