More star power is getting added to Fabletics as Demi Lovato has announced to come up with a limited-edition capsule collection called Demi Lovato for Fabletics. Interestingly, the Grammy-nominated singer announced her new venture earlier this week, and the introduction of products will be from the mid of May 2017. The first-ever partnership of the Kate Hudson’s workout brand will have all types of activewear including leggings, tops, jackets, bras, and more under the collection. Considering the high energy level of Lovato, the new line of products would come with empowering mantras like “Confident” and “Unbroken” and inspiring neon hues.
Demi announced her new move in Instagram and said she is very excited to join hands with Hudson and Fabletics. The brand “always gave top priority to the inclusiveness and offered a great feel of comfort both outside and inside.” Demi stressed her routine of long workouts in the gym during the announcement. “Being active is crucial for me, and I am delighted to bring a brand for you that can take care of your body and mind,” she said. Interestingly, a portion of the profit would be contributed to SchoolCycle, a philanthropic initiative working under United Nations Population Fund (UNFPA) that offers bicycles to girls, spare parts, and the required maintenance and training in a mission to ensure a safe journey for school going girls.
“Demi symbolizes the Fabletics brand in many ways in a unique way, and she cascades the message of women empowerment and the state of body positivity with a greater appeal to the younger generation. This makes us linking to her with the strong thoughts of Fabletics,” Hudson expressed her opinion about the collaboration. Both of the stars assured that the line of products would have snazzy paints and vibrant colors, and the designs would be translating the messages of female empowerment, other aspects that embody Demi’s life and her songs. The capsule collections will be made available in its stores and fabletics.com.
Fabletics is a fashion workout brand started in the year 2013 by Hudson to offer customized, high-quality, and stylish activewear products mostly targeting young women. The brand was very particular in syncing with the latest technology and brought a new experience of fashion combined with technology to ensure best customer services and great fashion choices. It used data and an innovative subscription plan which made sure regular supply of awesome products to the customers. The aggressive strategies of the management also helped the new brand to acquire a business of more than $250 million per annum within three years of founding the brand.
The significant achievement of Fabletics was a carefully crafted success story which followed few strategies. Initially, it gave a new experience of reverse showrooming, which means, many physical stores opened across the major cities in U.S., and that gave the option for customers to experience the products before buying it. Secondly, it used online data to understand customer preferences and listed popular products in local stores which ensured greater engagements in the physical stores. Lastly, it focused the growth using the parameters people, culture, and accessibility.