The online apparel market is littered with businesses who thought they could compete with Amazon on one level or another. Regardless if you lower your prices or increase customer service, Amazon simply continues to make 20 percent of all the online apparel sales year after year. One company is not afraid to go after the retail giant, and they are closing the gap faster than anyone could have predicted. Kate Hudson’s Fabletics not only is moving to pass Amazon in sales of women’s active-wear, they are looking to build on their $250 million in sales they accomplished in only three short years.
When Hudson was asked to share some of the secrets to the success of her athleisure brand, she gladly talks about only two aspects of her company, reverse showrooming and her membership perks plan. Hudson says by focusing on these two areas, her company has been able to bridge the gap to Amazon faster than any could have imagined. Look at what is happening inside the Fabletics retail shops in any mall, you see women of every size and age trying on all the workout apparel, window-shopping, and even taking the Lifestyle Quiz offered by the company to enhance membership perks.
To the surprise of the competition, many shoppers actually leave the store without busing anything. Hudson says that is just fine!
The reason shoppers leave the Fabletics retail stores empty-handed is because they know each of the pieces they wore inside the store was instantly uploaded to their online account. That means they can continue on with their busy day, then hit the online site and just keep shopping. Since they now know how each piece fits, they can shop confidently and grab new colors, styles, or arrivals, and fill the cart with far more than they would have considered buying at the mall.
The Fabletics customer is being pampered every step of the buying process, and it has certainly been a key to the explosion in growth of Kate Hudson’s Fabletics. Each member is given free shipping for all their online orders, they are offered preferred member discounts throughout the year, and they even get the assistance of their very own personal shopping assistant. This is no ordinary shopping experience, Hudson has found a way to keep the customer engaged and happy either in the mall or at the online site.
Amazon and eBay are not set up to pamper in this manner, part of the reason Kate Hudson’s Fabletics is poised for big things this year.
David McDonald is one of the greatest entrepreneurs in the food processing industry. David; the OSI Group president was born in Iowa state where he grew up. David attained bachelor’s degree in animal science at Iowa State University way back in 1987. With hard work and great entrepreneurial skills, he has been working with OSI group which is one of the biggest in meat and food processing industry. On top of that, David is the chairman of the North American Meat Institute and a director at OSI International Foods.
OSI Group is based in Aurora, but it has grown and opened many subsidiary branches all over the world. The company mainly deals with protein based foods, pizza, beef patties, and sandwiches. With David Mcdonald’s effort, the OSI company grown globally and continued to satisfy their customers’ tastes. He has used a local-solution strategy to expand the company.
McDonald helped the OSI group open eight factories in China. This was very strategic as China has been the largest consumer market due to its large population. With new facilities and strategies, David believes that China will be the biggest producer of poultry soon. OSI group in 2008 Olympic Games in Beijing, provided 113 tons of five types of food; chicken, eggs, pork, beef and processed onions.
McDonald has ensured that in their operations, they have to use a management that understands local culture and what customers locally want. This helps in developing local strategies that perfectly address the local customers need. Therefore, developing products that will be absorbed locally easily and fast. This ensures sustainability as products they produce are preferences of the local clients. David ensures that the company is adaptable to change so that it can remain relevant in the meat and food processing industry.
OSI Group has acquired many food processing companies with the help of McDonald. He investigates the food industry globally and identifies some businesses that OSI group can buy and collaborate with to enhance expansion. In the Process, OSI Group acquired Baho Foods; Netherlands manufacturer of deli meat, snacks and convenience foods. This was a great move, and McDonald said that it was a great move which will make OSI Group presence in Europe stronger. Baho Foods had subsidiary processing plants in Netherlands and Germany and this broadened OSI Group market base.
David McDonald’s contribution to OSI Group success is evident. His hard work, entrepreneur skills, determination, and knowledge are the fundamental pillars of improving OSI group performance globally. Working as a team player has helped him achieve what he has today.