On June 18, 2018, the well-known makeup brand, Lime Crime, was now being led by Tengram Capital Partners. Lime Crime is a vegan focused makeup product that isn’t tested on animals. Tengram Capital Partners is an equity firm that privately works with branded consumer and retail companies.
The General Manager of Fresh, Stacey Panagakis, also came aboard the team as Chief Executive Officer. Lime Crime was established in the year 2008 as a natural beauty brand by Mark Dumbelton and Doe Deere. The goal of the brand is to encourage untainted self-expression while redefining the standards of beauty.
As a result, global consumers have taken to the line of beauty products being offered. The demand for the product is at an all time high at stores like Ulta.com, Riley Rose and Bloomingdales. With the support of Tengram Capital Partners, it is hoped that Lime Crime will be able to create additional methods of experience for those that enthusiastically use the products.
As the line of beauty products grows, a more diverse collection of products is being developed to formulate new categories. During her time as General Manager for Fresh, Stacey Panagakis secured the success of the brand while acquiring and maintaining its leading spot at Sephora. Panagakis states that she is happy to join the company of Lime Crime at such an important moment in global history.
As the company continues to flourish, the vision of the brand will be guided by Panagakis along with the Chief Creative Officer, Sasha Valentine. Doe Deere, the co-founder of the digital-first company, has moved onto the Board of Directors where she works to inspire consumers globally.
Lime Crime professes to be an authentic beauty brand that works to uncover the unique beauty of its consumers. By creating innovative products coupled with an unmatched experience, it is hoped that you can freely express yourself with no apology.
Fabletics has been working for many years on making their business better. They want to show people what they are missing in the fashion industry and what they will be able to get out of the different things that they have to offer. Since Fabletics has started their business, they know what they are going to be able to do and what they can offer to their clients. This is something that has set the company apart and has given them a chance to try more with the options that they have. It has also allowed them to experience all of the options that they need in their own business. Since Fabletics works so hard to help their clients, they are always going to be able to help them with different opportunities.
While Fabletics continues to thrive with the options that they have, they want to make sure that they can show their clients everything that there is to offer in the industry. They also want their customers to know that things will get better no matter what is going on with their business. Since Fabletics knows a lot about fashion, they can offer them exclusive designs and prints that they will be able to benefit from.
Even the creators of Fabletics know the right way to show people how to do different things. They want to make sure that their clients know everything about the options that they have and what they will be able to do with their clothing choices. They always work to show their clients more experiences and help them with everything that they need. Fabletics wants to provide all of their clients with the options that they need so that they will be able to get more out of the experiences that they have in their own business.
For Fabletics to continue to make things better for their clients, they will need to offer them the options that they have available. For the company, this means that they need to show them what they can get and what they will be able to do no matter what is going on with the company. It has given them the chance to grow and to make things better so that everyone will have a chance to improve the experiences that they have while they are shopping for athletic clothing and leisurewear on the Fabletics subscription service site.
Fabletics is a brand that has grown from strength to strength in a very short period. The company started as an innovative venture in an otherwise highly competitive fashion retail space, already dominated by giants like Amazon, but Fabletics managed to stand out with confidence. It is all because how the company made and followed marketing and business strategies, all the right ones and at the right times. First of all, Kate Hudson being one of the co-owners helped the brand get an identity in a market that is highly influenced by modern names and celebrities. Kate Hudson is already a famous Hollywood actress and a fitness role model for many.
Secondly, Fabletics has a fantastic subscription model wherein the customers can join as a VIP member and get a lot of perks. Not only the customers would get discounts and invitations to preview sales and other offers from time to time, but the customers would also be able to choose from a personalized collection of athleisure products every month. Fabletics emails all its customers each month, and the VIP members just need to check their email and choose what they like, with the option of skipping any month they want without being charged for their month.
The best part is that even though Fabletics is a mainstream athleisure brand, the price range of its products are relatively less and does not cost a bomb, which is the case with all other bigger brands out there.
One other reason why Fabletics has been able to make it huge in the fashion retail space is by following the reverse showroom technique. The company through its subscription model and other offers and activities has built a relationship with its customers. It means that the brand is not afraid of opening showrooms anymore, and is already an established brand.
In many other cases, customers would just visit showrooms, check out the products and then buy somewhere else, but it is not the case with Fabletics as most of the customers walking into Fabletics’s 18 stores across the country are either already VIP members or are highly interested potential clients. The companies offer lifestyle quiz at its website, and it is a must for every woman interested in joining Fabletics as a member.
The fashion portal such as Amazon and others might have to reconsider and revisit their marketing strategy after the entry of a relatively young brand Fabletics. Fabletics started as a fashion ‘Athleisure’ brand to cater to the masses in 2013, and just over three years, the company is doing the business of over $250 million. One of the co-founders of the company is Katie Hudson, who is not only known for her achievements in Hollywood but is also a fitness role model for many. Her association with the brand has driven much of the success Fabletics to enjoy today. Amazon, which currently holds over 20 percent market share in the online fashion market is facing a tough time keeping a grip on the market as the customers continue to sway away to newer brands, and Fabletics has played a huge role in driving that momentum.
As a leader in the ‘Athleisure’ apparels for women, Fabletics has followed a very simple policy that many other successful brands have followed earlier, such as Warby Parker and Apple. The company has developed a very easy to understand and follow subscription model that suits the pocket of the masses, without compromising on the quality of the products. And, this is probably one of the reasons why Fabletics has penetrated the market so rapidly in such a short time frame. The company follows the reverse showroom technique that has further assisted the company to gain a strong foothold in the market.
The VIP members of the company gain a preferential treatment and preview to their latest collection as well as monthly shipment of athleisure products at a highly discounted price. The products that the members choose are shipped out to the members, and for any month that the members do not want to shop, the members are not charged a penny. It is a very flexible membership model that ensures that members of diverse background, irrespective of their budget, can afford it. The company is customer centric and has over 1,000 customer support executives and the administration, fashion and designer department of the business has 400 employees. The size of the workforce itself signifies the growth the company has witnessed since its inception, and as per the latest reports, the membership base continues to grow continuously.
Fabletics has received some rave reviews, many of which can be found online. As per the reviews of the existing members, the company offers innovative designs, high-quality products, and solid value for money. The customer service as per many does have a scope of improvement, but for the rest, most of the members have recommended Fabletics products to their friends, family, and colleagues. For people who are fitness conscious and have an affinity towards athleisure apparels, Fabletics offers value for money and variety of choices, month after month.