The Strategy behind Fabletics’ Exponential Growth

Fabletics has grown into a 250 million dollar company in the course of three years. The company fronts a significant competitive assault against one of the leading online fashion players, Amazon. Fabletics associates itself with the likes of Apple and Warby Parker; through its successful marketing and expansion strategy, the company intends to open new stores.


Gregg Throgmartin, the current Fabletics General Manager, reveals that the secret behind the company’s exponential growth and success lies in the innovation of a “high-value brand.” He cites that their membership model acts as the enabling tool toward personalized service and trendy clothing. Their prices give them an edge over similar businesses as they deliver similar products at half the price labeled by their competitors.


Fabletics currently has sixteen retail shops open in Illinois, Florida, Hawaii, and California. The company’s membership model involves a subscription mechanism, enabling the business to deliver desirable content to their customers. This strategy was invoked through understanding the relationship between clients and brands.


Transition of the High-Value Brand


The price and quality of services and goods have in the past defined “high-value brands.” However, the recent shift in economic standings reveals that this combination does not necessarily guarantee success or assure a competitive edge. The modern consumer has set new markers of what constitutes a high-value brand. They include last mile services, product design, client experience, and brand recognition. Adding membership and convenience brings about a powerful mix.


Fabletics Competes Differently


Various brands offer showroom services. However, unlike Fabletics, these fashion players encounter challenges during said operations. Customers browse offline and later proceed to buy the items at a lower price elsewhere. Fabletics’ “reverse showrooming” approach has ensured that browsing becomes an opportunity towards understanding local markets and building customer relationships.


If a customer tries on clothing, whether they purchase the clothing item or not, it is reflected in their personalized online shopping cart. Nearly half or the customers that walk into their physical retail stores are members, and 25% of the walk-in customers become members inside the store.


Fabletics prides itself in displaying the right content in both the digital and physical platforms. Utilizing online data about clients’ preferences ensures that retail stores only stock items that are desired by customers. The stocked items are changed as the customer base preferences change.


A Fabletics Review


Teri Hutcheon gives an honest and non-sponsored review on Fabletics. She is a blogger on “A Foodie Stays Fit” website platform. Teri narrows down her review to quality, value, and style. She cites that Fabletics is a fitness clothing company and dives directly into its leggings which she outlines as of high quality; they are thick, have impressive compression, maintain their shape, and are less likely to fade.


Teri was impressed by the variety of styles available from solid colors, fun tank-tops with cutouts, bold patterns, and sheer fabrics. She, furthermore, attests to the value a customer gets on the clothing he/she purchases, citing an example of leggings which cost 50 dollars and that would otherwise run at 80 dollars in other competing brands.

José Borghi’s agency has grown with success to become the esteemed, Mullen Lowe.

Founded by José Borghi and previously identified as Borghi Lowe, the Mullen Lowe Brasil agency is a highly respected company, throughout the nation of Brazil. José Borghi is distinguished among the slew of Brazilian editors, for being viewed, as one the leading and prominent advertising gurus, in the marketing arena. José Borghi’s accomplishments, actually boomed, from his failure to decide, what to do, prior to entering college, while he was still a young man, in middle school. His sister, one day approached José, with a request that he come with her, and be present at the Castro Neves Theater, where they were presenting a series of video performances. His sister’s goal, was to help out José, to determine on his own, which professional path to go down, The presentations, were particularly on an assortment of exceedingly triumphant marketing videos, all of which, received highly respected honors, in Cannes. The honors, were offered, as statues of gold lions and these awards really took hold, of the young José Borghi. This introduction to the advertising videos, inspired within José, a driven career path to pursue, because he now, desired to own one of those awards, himself.

José began his first job, In 1989, as an editor, at the distinguished agency, Standart Ogilvy. They are a renowned Brazilian advertising agency. José Borghi, soon began to stand out, among the other advertising firm editors in Brazil and earned the notice of several, flourishing firms, such as, DDB ,FCB and DM9, to name only a handful. This success, encouraged José Borghi to join up with Léo Burnett together with, Erh Ray, to create the Brazilian advertising agency, BorghiErh. A number of years later, the agency joined with Mullen and Lowe. The marketing agency, is now branded as, Mullen Lowe Brazil. for more.

Lime Crime Continues to Stir Controversy with Scandal, Their Newest Velvetine


On January 10th, Lime Crime announced that they would be releasing a new lipstick to add to their list of velvetines. With the New Year comes a new blessing for every gothic woman, disguised in the form of Scandal. Scandal is the newest velvetine in town that everybody is talking about.


As the name states, Scandal is just that. It is bound to evoke a scandalous feeling in whoever wears it. The violet-purple richness is just a magnification of true bossladyness. Wearing it makes you feel bad ass in a rock star kind of way.


If you would like to see what Scandal feels like, you can always visit their website. As usual, the presentation is on natural lips, not a piece of paper. So, you will have a true picture of how the lipstick will look on you. The lipstick goes for only $20. It will keep you looking great the whole day, without creating any mess or requiring a retouch. At the end of the day, you can simply use some oil and wipe it off.


Speaking about Scandal, Doe Deere, lime crime’s boss and founder said that she herself had tried the lipstick. She commented on a few ways in which the wearers could use to make the Scandal colors even more conspicuous. Doe Deere commented on how well this velvetine complements black liners. She also advised anyone using the lipstick to apply lip balm a few minutes before they can apply the lipstick. This is to keep lips looking soft and glamorous all day.


About Lime Crime

Lime Crime has come to be one of the most popular lipstick brand even among celebrities. The brand is owned by Doe Deere, one of New York’s most controversial unicorn. It was inspired by her love for bright clothes. During her sewing days, she just couldn’t find a lipstick that was bright enough to match her fabrics. For this reason, she started an EBay account and named it Lime Crime. She later launched the company, under the same name, in the year 2008. A year later, her unicorns came and the velvetines followed in 2012, first going on sale at retailers like Urban Outfitters, and popular stores in the UK like Love-Makeup.