Academy of Art University

Located in San Francisco, California is the largest privately owned art school in the country called the Academy of Art University. The school has about 13,000 students as well as a full time staff body of 283 teachers. The school was originally called the Academy of Advertising Art when it was founded in 1929 by Richard Stephens. The school participates in a biannual fashion runway event. Their most recent event took place in September of 2017 at Skylight Clarkson Square. The event was a great success and it featured a handful of outfits. The outfits were designed by a group of individuals who each took their own view on things. Each designer discussed what materials they used as well as the motivation they used to create their outfits. The first designer goes by the name of Hailun Zhou. Hailun is a designer that was born in Qing Dao, China. Her inspiration was derived from photographs that she had taken during one her her creative classes. To represent the events that she captured, she use vinyl and PVC materials to create her outfit. Eden Slezin was another designer who featured an outfit in the runway. Eden was inspired by his appreciation of life and love that he witnessed while growing up in the Bay area. He created his outfit using a handful of various materials including bike tubes and organic denim. Dina Marie Lam was another designer who showed an outfit in the runway. Dina was inspired by the loss of her aunt. The passing generated a lot of emotions which she used to fuel her design. She wanted to create something that represented transition. In result, she decided to use warm material that were soft and luxurious. Another designer to show off an outfit in the runway was Saya Shen from Beijing, China. Saya was inspired by landscapes that she photographed. She photographed wavy landscapes including ocean waves and trees and in result, decided to use oversized silhouettes to design her outfit. Each of these designers had different means of creating their outfit. Each of them created an amazing piece.

Fabletics is leading the way for E-commerce

Consumer purchases are determined by the power of the crowd. The financial boosts the crowd provides, there are far more review choices than ever. Authentic reviews boost business’ lines. More Review Options Than Trust. A recent BrightLocal study found that 84 percent of people prefer to get their information from a source they are familiar with. And, digital lives are led by today’s customers interacting with brands they trust. With customers seeking out brands and testimonials, tapping into the collective mind of the crowd should be a priority for every business wanting to achieve success in a competitive market. Fabletics powered their recent growth numbers by leveraging the power of the crowd and captivating their main audience. They engage their customers’ unique styles and respond to changes and differences in local markets.

Unlike competitors that are dying from the practice of showrooming – where potential buyers now search for their clothes offline for fitting, and search online for buying at lower prices in markets like Amazon – Fabletics has reversed the standard because of the exceptional way they started out.

Stores are stocked based on inputs including membership preferences for store heat-mapping information, media sentiment, transitions in neighborhood trends, membership stories, and sales action. The company strives for a feeling of serendipity for the buyer when she is purchasing. This goal is important and the brand builds its reputation for diversity by blending international fashion trends with the data they collect. All this serves to elevate customer satisfaction at the end of each shopping day and the completion of every quarter. After each evaluation, Fabletics makes subtle changes to keep things fresh and hip with their audience.

The customer of today trusts the testimonials that they read as much as a personal recommendation and looks to testimonials that are crowd-sourced to ascertain their purchase. Manufacturers are capitalizing on this shift in consumer behavior.

Products that had greater amounts of testimonials on several e-tail sites (Amazon, Target, Walmart, et al) consistently rank higher in searches to their site than people with less reviews. Big box retailers have even begun to allow manufacturers to solicit reviews from different websites in an effort to help clients. It’s impossible to build a fashion brand in 2017 without the help of the crowd. Small shops and startups are jumping into shark infested waters with large companies like Amazon. There is a movement of fast scaling companies such as Fabletics, Warby Bonobos and Parker that have come to realize this fact. Like Fabletics, they’re defining themselves with exclusive product, enterprise technology, data science, and scaling according to their audience’s needs. These companies succeed by maintaining a business model focused on ROI and customer-centric data collection; they establish their brand stories through innovative technology and smart usage of social media. Fabletics is a great example. When signing up for a membership, they invite you into a portal to take a small survey and gauge your personal style profile. Every month, customers receive personalized outfits. This technology has had massive benefits and because of it, Fabletics continues to grow into a major competitor within the fashion industry.

How Fabletics is emerging as a Major Competitor of Amazon.

Kate Hudson is a well-recognized actress and entrepreneur. She is a co-founder of Fabletics, which was started in 2013 as an online store. It offers comfortable and trendy activewear that can be worn for sports or as just casual wear. The top notch activewear that is provided by the firm motivates the clients to be more active and confident since they feel fashionable. The enterprise offers new products every month, and they include tops, bottoms, water bottles, gym bags, arm warmers, caps, socks, hair bands, hair ties, gloves, and many other accessories.


Amazon is a top e-commerce website that controls about 20 percent of the online fashion market. Fabletics has, however, become a major competitor that offers active wear, and it has a growth rate of about 35 percent. It has risen to a worth of over $250 million in three years. The company is becoming more popular, and it plans to establish about 12 more physical stores at the start of 2017. The shops will be based in Florida, Illinois, California, and Hawaii, and they will supplement its 16 existing stores. The success of Fabletics has been facilitated by the outstanding membership that the clients are offered. Customers also receive more customized services at a lower price than that of the competitors.


Fabletics has been devoted to developing excellent relationships with the clients by using membership preferences, events, and other engaging undertakings. These activities have assisted it to gain more customers. The company offers a 60-second quiz to the clients whereby its stylists give suggestions based on an individual’s fashion preferences, lifestyle, customer experience, and social media. Fabletics has managed to be successful since it uses a tactic that they call “reverse showrooming.” The company invites clients to buy commodities from them by enabling them to subscribe as members. Most of the customers who visit the e-commerce website purchase its products. Fablectics also understands its clients in a closer manner.


Customers who sign up as members of Fabletics inform the company on the size and style of the clothes that they would need. They are sent their first two-piece outfits that are valued at $49.95, but are required to pay $10. During the rest of the time that they are members, they receive new fashionable clothes that are suggested to them by experienced stylists. Individuals then pay $49.95, which is half the price of the clothes that they are offered. The customers can also decide to cancel their membership at no cost, and their credit cards will not be charged any money. The company offers its VIP members free shipping, free gear, and free returns for all commodities that are over $49.95.


The stores that Fabletics has established across the country have products that suit the different preferences of the clients. The firm also changes the activewear that it offers depending on the latest fashion and trends. Members who purchase products from the store are offered discounts. About 30 to 50 percent of the people who shop at Fabletic’s shops are members.