THE REAL REAL DELVING INTO THE BEAUTY WORLD

The WWD recently published an article about how the The Real Real started discreetly introducing beauty products to their online site, and also in their physical locations in Manhattan and Las Vegas, NV since the holidays. The Chief Merchant of The Real Real, Rati Levesque, comment in this recent news and said that the company has decided to try out selected beauty goods with the intention of perfecting their costumers’ luxury experience by offering the most complete desirable selection of products in all departments from clothing, to home, to beauty. She also said that this addition is just the beginning, but that the company is planning to buy more into this category.

The Real Real is well known for its consignment business, and although adding brand new beauty goods contradicts this business model, it does support the company’s vision of offering green products. Some of the brands that they are partnering with include: Rahua, Babo Botanicals, In Fiore, Olio E Osso, Uma Oils, and Cap Beauty, along with others. There is word that the brands are selling the merchandise directly to the company.

The Real Real is the newest fashion retailer to dig deeper into the beauty industry. Other corporations, such as: Antropologie, Free People, Madewell, and Forever 21, who recently open eight new beauty-based products stores across the country, are also making initiatives to invest into this enterprise. Commentaries have said that The Real Real is moving into this direction, with most likely, the intention of establishing the company’s statues, and authorities in the beauty field, do agree that fashion retailers will look into adding beauty goods with the purpose of doing just that, or brining in more costumers.

Julie Wainwright, founder and CEO of The Real Real, comment in a recent interview and stated that the company is looking into partnering up with brands to sell new beauty and home goods through their company, and that there is also special sales coming up, and possible connections to expand their business into these categories.

The Unique Business of Fabletics

This country is in love with working out and making them beautiful. When people work out, they want to look good while doing it. To achieve their perfect workout look, the buy workout clothes that matches their personality. There is one company that has taken the workout clothing industry by storm. Fabletics is a clothing that sells clothing online. Fabletics is clothing company by actress Kate Hudson. Kate Hudson is doing something great by competing with the all-amazing Amazon. Amazon controls 20% of the fashion market. Fabletics is growing into a $250 million fashion business. The company is becoming the go-to fashion line for the activewear community. Fabletics works as a fashion membership, which makes it convenient for people to buy activewear online. People like Fabletics because the brand is very unique and aspirational.

 

In the past, a person would label a high-value brand based on quality and price. Now, that has changed. More and more people consider brand recognition, customer experience, exclusive design elements and last mile service as aspects of a high-value brand. Fabletics has all of these aspects. Fabletics has opened 16 physical stores in several locations, including Florida, California, Hawaii, and Illinois.

 

Fabletics has seen success in a new tactic called reverse showrooming. Reverse showrooming is the process of making browsing for clothes a positive experience. So instead of people browsing offline and buying the same clothes somewhere else, Fabletics builds relationships with their consumers so they will always buy in their stores or on their website. Statistics show that about 50% of people that walk into a Fabletic physical store are already members, which means, they have already purchased Fabletic products in the past and are bound to do so again. Also, studies show that 25% of consumers that browse at a Fabletic store become members while browsing. Fabletics has a unique shopping model. When a member tries on a piece of clothing at a Fabletics store, that piece of clothing automatically goes into their online shopping cart.

 

Fabletics growth is based on the culture of the company and the customers they serve. They are beating the competition because they are investing in different business strategies. With the physical retail stores and their membership, they are succeeding and are bound to succeed in the future. Fabletics and Kate Hudson strives to give the customer the best shopping experience possible. Fabletics can compete because they have exclusive products and a proven business model.