Lime Crime is trying a different approach to launching their products in China. Their new approach is a response to a requirement in the country, which Global General Manager Kim Walls discussed at the Shop.org Conference in Los Angeles.
In China, cosmetics must be tested on animals if they are being sold via wholesale. Lime Crime is a vegan brand that does not test their cosmetics on animals. The company can avoid that requirement if they ship their products right from the United States. However, shipping directly to China would make taxes, transportation and international returns difficult. The customer inquiries would also be in a foreign language, and this means more work for those working in customer service. The company also found out that many of their lip toppers were counterfeit, and the counterfeit products were sold to customers in China through different marketplaces.
Lime Crime has found a solution that makes it possible to launch in China. The company has decided to partner with a Los Angeles company known as Revolve. Revolve is an e-commerce fashion platform that is looking to expand into the beauty world. Lime Crime and Revolve service the same type of customers and have a similar perspective.
Lime Crime prepared for the launch by building an audience in China, and they built this audience by encouraging customers to visit the official website and social media accounts of Revolve. It was their way of letting customers know that Revolve was the only source of legitimate products in China. Fans could also access the Revolve e-commerce hub two hours before the official launch. Lime Crime and Revolve worked together to help spread the word of their new partnership.
The company has worked with a range of individuals for this project. They prefer to work with individuals who are not well-known but passionate about the brand, and these individuals would be generating content or speaking on behalf of Lime Crime.
Customers can purchase Lime Crime products such as the Diamond Crushers, Velvetine Lipsticks and Hi-Lite Palettes through Revolve. Lime Crime and Revolve are working hard to make their launch in China a success.
Fabletics, which is founded by Kate Hudson, is currently one of the leading athletic wear companies in America. It is an online subscription retailer that offers a wide variety of high quality, fashionable workout clothes for women and men. Their company not only gives consumers great fashion, but they are also giving them quality clothing at a price great price. Its approach is mainly an online subscription based site, that offers customers personalized outfits. These outfits are chosen based on the subscribers personal preferences and lifestyle. The subscription is monthly and cost $49.95. Upon signing up customers are asked to take a quick survey about their fitness lifestyle and personal fashion styles. This data is then saved to help create outfits for members. The company also has pop-up stores where they stock based on popular preferences that are requested by online members.
The key to Fabletics success boils down to their skilled expertise in using the reverse showroom technique. This strategy targets consumers who browse online but prefer to purchase items in store. This technique alone has helped them become the top subscription clothing brand in the nation. Fabletics even took the initiative to integrate their website and local stores. When a customer shops and tries on clothing in stores, the information will be uploaded into their shopping cart online. Taking this route has significantly increased their amount of subscribers. This strategy has made Fabletics the multimillion dollar company that it is today.
In this day and age Amazon controls a large portion of the online fashion market. Although Amazon is a top competitor, this does not slow Fabletics down one bit. The active wear movement is constantly growing, and Fabletics are meeting each demand. Being able to constantly stay on trend and give customers something new each time is what’s keeping Fabletics ahead of the game. Being ahead of the subscription craze is just the icing on the cake. Consumers love the idea of being able to have what they need just a scroll and click away. There is no hassle and everything is designed to meet the customers personal needs. Everything they need is at their fingertips and delivered right to their front door, or they’re walking out of the door with it. Personalization will remain Fabletics secret women when it comes to their competitors. In this busy world we live in everyone is looking for ways to make things more simple. Something that will make their day to day life much easier. Fabletics have found a way to deliver that to their consumers and keep them happy. Take the Lifestyle Quiz today to find out which Fabletics gear is best for you. Let Fabletics add a little more ease to your life.
Amazon has been such a dominating force in recent years that they are not afraid of any competition. In fact, Amazon has been in the top spot in the women’s apparel niche for so long that they are able to grab 20 percent of the sales revenue in just that space. What Amazon may not realize is that Kate Hudson’s Fabletics is closing the gap each year, and in only three short years has already sold over $250 million in their high-quality workout apparel and active-wear for women.
Hudson talks about why her company has seen such explosive numbers in only a few years, and she credits that success to her unique membership program and the process known as reverse showrooming. Her athleisure brand is a combination of high-quality and modern styling that women are raving over. The shopping process is the key to the eventual success, and here we take a closer look at what separates Kate Hudson’s Fabletics from others in this space. We start at the local store in the mall where women are lining up to get their membership and take the Lifestyle Quiz to unlock even more benefits.
When these women try on the clothing at the mall, even if they do not buy the items they are still added to the online profile. When the hectic day is through, these women will go to the online Fabletics store and continue shopping. Now they know what items already fit, so they grab a few of those pieces, look at the new active-wear arrivals, and even shop for similar styles or workout apparel. That one piece that fit perfectly in the mall turns into an e-commerce purchase of a half a dozen items. This is in huge contrast to the shopping experience at the Amazon website, where women have no idea how any of the apparel fits until it is delivered to their home.
Included with the Kate Hudson’s Fabletics membership, women enjoy discounted pricing, online orders ship free, and they even get their own Fabletics personal shopper. This shopping assistant adds a new item to the customer cart once a month for consideration that is based on prior shopping choices, quiz answers, and new arrivals. One thing is for sure, women have discovered a new source for buying high-quality active-wear, and they seem to have little issue opening their pocketbooks to help Kate Hudson’s Fabletics grow.