How Fabletics Digital Philosophy Fuels Success

Many companies these days claim to have a great online or digital experience. They have active social media profiles and websites where you can order many items. However, many fall short when it comes to delivering that seamless experience for the consumer that transcends retail almost entirely to bring the full experience to the user within the comfort of their computer, tablet of phone right from the comfort of their own home.

One company that stands apart as being truly digital first is Fabletics. If you haven’t heard of it, it is a brand that sells “athleisurewear,” and is headed up by actress and fitness guru Kate Hudson. Athleisurewear is athletic wear that transitions from place to place, meaning you can go for a run or hit the gym or yoga studio and then be trendy enough to run errands, do some shopping or grab a lunch. The company has been around for about 3 short years and since then has gone from an small startup to a $250 million dollar company with over 1.4 million members across the world.

The secret for their success? They use a reverse showroom model that brings the full “showroom” or store experience to their customers online. Fabletics website is its own little world and store that members can come back to again and again to keep up with trends. Fabletics uses a membership model so that once a member signs up, they receive a consistent monthly shipment of an outfit of Fabletics’ high end athletic gear. From there, they can either return the pieces they don’t like, or keep them. The simplicity of the reverse showroom model also means that Fabletics has significantly lower overhead than many other stores in its vertical. Additionally, Fabletics is a data first company and uses specific consumer data to determine what will sell in the future and to easily pivot trends to make sure customers are incredibly happy with their membership. All of these factors combined have brought Fabletics the success it has seen today by becoming a company that prioritizes digital.

It also must be mentioned that Kate Hudson’s work with Fabletics is another reason it has been so successful. She said that when becoming the spokesperson for Fabletics, she always intended to be more than the fact of the commercials. She truly believes in the product and in bringing quality athletic wear at affordable prices to women across the globe.

Attorney Karl Heideck

Karl Heideck is a contract attorney in the Philadelphia area. He mainly practices in civil litigation, compliance and risk management. Heideck attended Swarthmore College where he received his Bachelors Degree in English language and literature in 2003. Later, he went to Temple University’s James E. Beasley School of Law, where he graduated with honors in 2009.

After he graduated, he began working at a professional practice. He received a lot of great experience while he worked around Philadelphia. He worked as a project attorney at Pepper Hamilton LLP and even had an associate position at Conrad O’Brien. Currently, Karl is working at Grant and Eisenhower PA as an attorney.

Karl specialized in litigation, which is an action brought in court to enforce a certain right. A big case Karl Heideck was involved in was the lawsuit by Philadelphia, represented by attorney’s at Grant and Eisenhower, against Wells Fargo. They decided to sue because the bank was violating the Fair Housing Act of 1968. They were alleged to be using predatory lending practices directed at minority mortgage borrowers. They specifically aimed their practice towards African American and Hispanic borrowers. They would offer them risky loans with high interest rates even though they did not have a credit score that qualifies. They denied the charges, but do not look too well in the public eye. Wells Fargo had a slightly tarnished reputation prior to these allegations. A year prior, they were accused of being involved in a scandal that dealt with bankers opening illegitimate bank accounts in their customers names. This accusation alone makes Wells Fargo a hard company to trust. Most people will not trust someone who comes from a place of business that tried to scam a former customer. Conclusively, Wells Fargo bank was accused of redlining. Redlining is an old practice that involves drawing red lines around neighborhoods they do not want to give loans to. These lines are usually drawn around neighborhoods that contain certain ethnicities and races. Redlining is not illegal if it is done and the neighborhoods do not meet other, more ethical standards. When doing this, Wells Fargo broke the constitution.

Like Karl Heideck on Facebook.