The New York Fashion Week is always in the limelight. One reason is that it is a unique platform where the new people get a chance to get launched and attain recognition. Finding a great talent is rare these days. But The School of Fashion at the Academy of Art University has been doing it for 21 years now. It had the 21st runway showcase recently. This was organized on September 9, 2017. It was organized at the Skylight Clarkson Square. This season featured ten recent BFA as well as MFA graduates from this University. They showcased five womenswear alongside two menswear collections. There were two collaborations that were featured here.
Simon Ungless is the Executive Director of the School of Fashion at this University. He says that each collection has an individualistic style. But the entire process is a group activity.
One reason for the individuality can be the diverse backgrounds from which these designers come. While some are from mainland China, others are from coastal Maine and the places in-between. This was reflected in the wide range of ideas along with the variety of silhouettes that were presented here. The amazing craftsmanship techniques impressed all. The audience here included Ms. J Alexander from America’s Next Top Model. Another prominent figure was Sara Kozlowski, who is the Director of Education and Professional Development at CFDA.
Even though the entire show on the runway lasts for just 15 min, it takes several classes, workshops, as well as internships besides long hours of relentless labor that bring about these 15 minutes of fame on the runway. This is where the designers present their creation in front of their esteemed guests, peers, as well as potential career mentors. Now the show is being presented to the whole world through Livestream. In this way, all come to know about their visions with regard to the future of fashion.
All these are designers who have the ability to inspire and lead the future generations through their creativity. This is the faith that Jayne Foster, who is the Graduate Director of Fashion at the Academy of Art, has in them.
For a company to even think they have a chance to catch Amazon is a great accomplishment because this retail giant has been comfortable at the top of many markets for years. When it comes to e-commerce clothing sales, Amazon is bringing in over 20 percent of the sales with a gap over the competition widening year to year. Hudson’s Fabletics has been chasing Amazon for three years, and in that time they have sold over $250 million in women’s workout apparel.
Hudson described the success of her athleisure brand this way, a combination of her membership program and reverse showrooming. These are not terms that are new in the apparel industry, but somehow Hudson has struck a chord with female shoppers looking for a different type of shopping experience than they are used to getting at Amazon. Look what happens when you visit the Fabletics website, shoppers are trying on all the apparel in the store, taking a Lifestyle Quiz, and looking at all the latest when it comes to workout apparel and active-wear. The relaxed atmosphere is only enhanced by the fact there is zero pressure by the sales associates on customers to buy anything.
Things are quite different however when these customers wind up visiting the Fabletics website. Now since these customers have tried on the clothing in the stores at the mall, those pieces are transferred to the customers profile page online. This eliminates the question of whether the apparel is going to fit, so these women begin to focus on looking for new releases or colors they do not already have. Wanting to be the first at the gym with the latest in yoga pants or workout apparel, these customers load up the shopping cart with far more than they would have spent in the malls.
So combine the fact these pieces of workout apparel at Kate Hudson’s Fabletics are high-quality with membership benefits like free shipping for online orders, discounted pricing on select items, and even the assistance of a personal shopper, and you see why sales are soaring. This company has its sights on taking on Amazon in this very competitive niche, and if these sales numbers are any indication, the world may be hearing more about Kate Hudson’s Fabletics in the near future. Pampering women and giving them exactly what type clothing they desire is the way to turn these shoppers into long-term loyal customers.