Fabletics and its Journeys for Customization of Products

Fabletics has impacted the online fashion industry during the last three years – it was founded in 2013. When most people believed that the brand has no growth prospect in the industry that is ruled bigger players like Amazon, the founders thought differently. Due to that reason, the firm surpassed $250 million revenue per year milestone, last year. Fabletics is also one of the few online brands that register significant sales growth year after year. What made the impossible possible? It was executing few strategies to rule the segment – fashion-centered athleisure brand. The most important one among them was customization of products based on customer needs.


It introduced a new shopping experience to the customers called reverse showrooming. With this, the customers have the choice to visit Fabletics local stores in their city and check the products physically before planning to make a purchase. They can buy it from Fabletics online store or get it from the local store itself. Fabletics analyses online data, including purchase preferences of local customers, social media sentiments, real-time sales activity, and more, and customizes product listing in the local stores based on popularity. This ensured significant sales from the local stores along with added customer engagement. Additionally, Fabletics created growth by focusing on people, accessibility, and culture.


When the firm was founded in 2013, it was tapping the opportunities of the market of no high-quality, fashion-centric smart-wear brand during those days. The brands were also not competitively priced on those days. The founders created the brand with a strong focus on fashion along with quality and reasonable pricing. Kate Hudson, co-founder of the firm, took an active role in the designing process and ensured that the team is coming out with styles that are fresh and appealing the masses. She also reviewed the sales numbers, devised the social media strategy, rebuilt the customer service, and more.


The strategy worked clearly in the favor Fabletics, and it displayed growth consistently over 40% every year. The firm is currently on rampant expansion plans and laid out the timeline for stores in all the major cities in the country. To improve the customer experience further and individualize their needs, Fabletics introduced Lifestyle Quiz – a questionnaire that includes fashion preferences, body features, and more. Once people fill it, Fabletics use the data to design individual fashion products for the customers. Fabletics encourages people to test the firm’s customization level by filling out the Lifestyle Quiz.

Meet Whitney Wolfe One of the Leading Women in Tech

Whitney Wolfe is one of the few women in tech that have proven to the world that women, just like men, are capable of driving change in tech, a field that is predominantly thought to be playing field of men. Wolfe, 28, co-founded Tinder in 2012 and went on to become VP of Tinder’s marketing. As at present, Tinder is the most prominent location based dating App with over 50 million downloads in the last 12 months. Although Wolfe quit Tinder, her entrepreneurial spirit never departed her. In 2014, Wolfe co-founded Bumble. She is presently the CEO of Bumble.

Bumble is branded as a feminist dating App. The App focusses on women and their needs. Wolfe being a woman is well aware of the abuses that women go through in traditional dating Apps. Her App was tailored to protect ladies in the sense that men have been prohibited from texting women unless women approach them through the App. The innovation, although simple and straightforward, is unavailable in other Apps such as Tinder. The innovation has enabled Bumble to be the safest App of all the dating Apps.

There is much more to Bumble than its women-first approach to dating: its growth. The app, through the leadership of Wolfe, is ranked number one in terms growth. It is receiving over 50,000 new users on a single day. Statistics show that company has registered over 20 million customers since its launch in 2014. 10% of its members have premium accounts. The App is projected to receive $150 million in 2018. Wolfe is continually improving Bumble by adding new features. Bumble BFF was added to Bumble to enable users to find new friends while Bumble Bizz is expected to be launched in the last quarter of 2017. Bumble Bizz will allow Bumble users to experience professional services such as searching for a job.

Match Group, the parent company of Bumble’s competitors, must have been impressed by Bumble’s growth. The company was reportedly willing to acquire Bumble for $450 million. A huge amount that Wolfe declined. It is unclear why she decided to ignore the offer.

For details: www.nytimes.com/2017/03/18/fashion/bumble-feminist-dating-app-whitney-wolfe.html