Fabletics Succeeds While Others Fail

Hollywood actress Kate Hudson is very famous for her movie career, but now she is becoming equally famous for her business career. In 2013, she and a team of fashion business leaders created Fabletics. Hudson and her partners felt that at that time there was not a reasonably priced and stylish athletic leisure brand on the market for women. They came to the realization that there was only overpriced and boring athletic clothing available both online and at brick and mortar stores. In just over three-and-a-half years the small startup company has grown into a $250 million business. Pretty good for an actress without a business background.


How has Fabletics achieved so much success in such a short period? They have focused on what they call a reverse showroom business model. While most traditional clothing retail companies are losing customers to online retailers like Amazon because of what is known as “showrooming,” Fabletics continues to grow its customer base. Showrooming is when people use brick and mortar stores to try on clothes to decide what they want and go online to purchase the items at a lower cost. Reverse showrooming is exactly the opposite. It is where people find the clothes they want to try online and go to the physical store to make sure they like their choice, and they can ultimately make their purchase at the showroom or on Fabletics website.


The blending of online shopping and traditional retail is one of the keys to Fabletics rapid success. They have understood that online information can be used to improve the selection at their physical stores. They use the data collected online to tweak and refine fashion trends, color preferences and local buying habits. They stock their stores based on the data gathered in each region of the country and can customize each location to the specific demographics of each of their showrooms.


Fabletics online lifestyle quiz is one innovative way they gather information on what their customers are wanting, and this is how they can stay ahead of changing fashion trends. The lifestyle quiz asks people to let Fabletics know things like what is their favorite fitness activity, where do they like to exercise and what types of colors match their style. This information is one thing they use to better each customer’s shopping experience, and they encourage everyone to take the quiz.

Doe Deere’s Rise to Success


Since 2008, Doe Deere has been an unstoppable force of nature in the cosmetics industry. She has built a makeup empire that is thriving today because of her unique products and the bold colors that are available from her brand Lime Crime. While there are plenty of brands out there that focus on natural looks and concealing imperfections, Doe strives to promote that being yourself is the most important part of any makeup look.

Doe’s company was the first to use the “on-lip” lipstick swatch after being told that selling lipsticks to women online was impossible. It is this kind of ingenuity and progress that has made her a household name as well as a mentor to many aspiring female entrepreneurs. While the bold makeup may not be for everyone, you can certainly admire her creativity and motivation to create an empire all on her own. There is nothing more compelling than an everyday person making a name for themselves, and Doe certainly fits that bill.

Promoting her line of cosmetics as cruelty-free has also helped Doe market her products to a very wide audience. Not only can women have bright, bold lips, they do not have to worry about that new neon orange lipstick being tested on animals or anything of the sort. This is especially exciting because many popular brands such as Maybelline and Cover Girl do this often, making it difficult for vegans to find makeup that suits their specific needs. Although this is not a concern for everyone, it is nice to know that Lime Crime does not contribute to the unethical treatment of animals.

While Lime Crime may not be your mother’s makeup brand, it does cater to the hip and the young, as well as those willing to break the rules. As Doe might say, there are no rules when it comes to makeup. It is lovely to see a young woman promoting uniqueness to her fans, and it is certainly apparent from all of her social media ventures that she has many. We hope to see more of this young lady in years to come, and can’t wait to try out some of her new lipsticks!

To discover more about Doe Deere, visit www.doedeere.com.