Many marketing experts and business magazines were a bit surprised a few years ago when women’s athletic wear company Fabletics announced that they were moving into brick and mortar stores in addition to being an e-commerce company. In a day in which Macy’s, Dillards, American Eagle Outfitters and other retailers are struggling to survive with Amazon’s fashion domination, conventional wisdom would say brick and mortar stores are coming to an end. That may only be partially true because while consumers love the choices that shopping online gives them, those that go fashion shopping say they still want to get items the same day and try them on before buying. What Fabletics has done is start online first and emphasize getting memberships at their company, and their brick and mortar stores basically are an extension of their online shopping. It’s this reverse showroom type of shopping that may be what’s needed to compete with tech-based fashion retailers.
Kate Hudson, the main owner of Fabletics may not come across as a business kind of woman, and the truth is her professional career had solely been in acting prior to buying a stake in Fabletics. It was Don Ressler and Adam Goldenberg, the CEOs of JustFab and now Techstyle Fashion Group who wanted a women’s athletic brand as part of their company but wanted Hudson to run it. Hudson’s laid back personality, healthy lifestyle and belief in making all things authentic were what prompted Ressler and Goldenberg to ask her to run Fabletics. They promised to share resources and funding with the company while still giving Hudson and her staff independence to run it, and Hudson eagerly accepted the offer.
Kate Hudson has done several things over the years that has helped the company grow. She’s been at the Fabletics headquarters often both testing and experimenting with designs, and also getting social media marketing campaigns out there. She’s also looked at customer reviews of Fabletics products and customer service, and she realized she needed to make signing up to become a member easier, and to improve on customer service communication. As those aspects improved, Fabletics started seeing explosive growth to becoming a major billion-dollar company. Part of what makes Fabletics work is using big data to improve the shopping experience, and also having all-inclusive sizes in their inventory. Hudson says that Fabletics should be about making every woman no matter their size feel empowered when wearing Fabletics apparel. You can learn more about the Fabletics brand by going to Fabletics.com, taking the lifestyle quiz and signing up.
About Doe Deere and the Lime Crime Company
Doe Deere is a cosmetic entrepreneur who is the founder and CEO of a beauty company known as Lime Crime. Originally from Izhevsk, Russia, Doe Deere and migrated to New York, United States when she was 17 to pursue her ambitions in the field of music. She joined a band by the name Sky Salt where she met her husband Mark, but even though her music career was at its prime, Doe Deere had a stronger liking for entrepreneurship. Again, her ambitions for venturing into the beauty industry had all started when she was younger during a slumber party where they dressed like witches which made her adore makeup.
Doe Deere’s passion for entrepreneurship came to live in 2008 when she opened her Lime Crime cosmetic company. She had started her business back in Russia when she was still a teenager and sold temporary tattoos to her classmates. Further, Doe Deere had registered the Lime Crime Company earlier in the eBay online platform in 2004 for the new DIY fashion line. She is a fashionista by profession who loved bright, unusual colors which go along with makeup hence her unique style of the quirky makeup line. Also, Lime Crime Company has its specialties in lipsticks, nail polish, hair dyes, and eyeshadows among others where its unique colors are hard to find.
Doe Deere’s Typical Day
Doe Deere typical day starts at 8:30 am when she wakes up and gets a glass of water to keep her hydrated from the dry Los Angeles weather. Being a morning person, she is usually very active and starts by doing her morning routine of stretch exercises before having her breakfast. Her breakfast is mainly entails yogurt, fruit, freshly squeezed juice, and her favorite part of it is grits. Moreover, after breakfast she checks her phone then logs into her company’s internal chat system where she chats with her team before responding to her emails.
Doe Deere further checks Lime Crime’s Instagram page to watch out for anything new and upcoming trends. She then dresses up, does her hair and makeup and then gets to spend some time with her two cats, before going to her workplace at 12:30. At the workplace she gets to interact with her team as they have lunch then is off to meetings until 6:00 pm. Nonetheless, depending on the work for the day, she stays up late at work then heads home which is basically a typical day for the ‘Queen of Unicorns’. Learn more: https://www.limecrime.com/pages/our-founder
For almost two decades Desiree Perez has been a business leader. She has run SC Enterprises as one of its top executives and has been heavily involved in the companies that the musician Jay Z has launched. Among her many successes is turning around his online music service, Tidal. The app was floundering when she got involved. She signed exclusive deals with some of the biggest names in the music industry such as Kanye West, Beyoncé, and Rihanna which got far more people interested in downloading the app. Since she got involved around 1 million people have become trial members, for instance.
Desiree Perez is mostly known in the industry for two things. First, she almost has a computer for a brain when it comes to crunching numbers. Second, she is a very tough negotiator who represents her side of any business dealing extremely well. When Beyoncé held her tour in support of her Formation record, for example, Desiree Perez handled the negotiations. She also played a major role in the deal between Rihanna’s tour that was sponsored by Samsung.
The Hova Circle of Influence is a collection of individuals that operate Roc Nation. Desiree Perez is one of just five people that are part of this circle. At Roc Nation, Desiree Perez is involved in every facet of the company including publishing, labeling, and overall management. Her official title is chief operating officer.
Jay Z recently signed a new deal with Live Nation in order to support his concert tours. The deal is for 10 years and it is worth $200 million. Desiree Perez was the one that drove this deal between these two parties. The result of her work is that Jay Z is having the most successful tour of his career with revenues up 21%.