Doe Deere – article recap

Doe Deere is an entrepreneur, blogger and the originator of Lime Crime’s popular makeup line. She was born on June 15, 1981 in Russia and moved to the United States during her late teens. Doe Deere went to the Fashion Institute of Technology in New York City, where she majored in illustration and fashion design before cutting her enrollment short to work on her own clothing line. In 2004, her first clothing designs were sold online through her eBay store. She recalls making steady sales after a year or so and it was the first time she used Lime Crime as a brand name. As Lime Crime’s clothing started to take shape, Deere would model off her creations and mixed her own unique makeup colors to match her vibrant clothing designs.


After discovering a passion for makeup, Deere decided to try her hand in the makeup industry and launched Lime Crime cosmetics during 2008. Lime Crime’s original product line started out with a collection of eye shadows, shades of blush, glitter and fine-pointed makeup brushes. After finding the perfect laboratory that followed her core values, she produced the perfect collection of fully vegan and animal cruelty-free products. Doe Deere soon launched her brand’s most popular line of liquid lipsticks. She shares that the inspiration behind Lime Crime as a brand comes from magical fairy tales, fantasies, subcultures and mythical creatures. The brand’s mascot is a unicorn and their products have names like “Unicorn Airborne” and “Pixie.” In 2009, Lime Crime quickly became a must-have for teens and twenty-somethings and picked up fans from all over the world.


Doe Deere created makeup tutorials for her blog to help show her viewers how to use her unique colorful makeup in interesting ways with useful techniques. As she gained more followers she would initiate online contests where fans could win fantasy styled jewelry, Lime Crime makeup collections and more as part of her go-to marketing strategies. Deere also believes in fully listening to her audience’s feedback, whether it’s negative or positive and responding back in the most appropriate way. By taking her criticisms in stride, she feels it helps her brand develop and grow professionally. As a female entrepreneur, Deere takes any chance to offer practical advice and tell aspiring individuals to follow their own ambitions. She spoke about these topics during the PHAMExpo, an annual professional hair and makeup expo and the Vegas Nay’s Stardust Tour.


After the success of Lime Crime, Doe Deere used part of her revenue towards various charity organizations and zero-kill animal shelters. She supported the HOLA after school charity for girls, AdoptNY for displaced natural disaster pets, the Red Cross, Sanctuary For Families and many other registered charities that help support woman, children and animals. Lime Crime is certified cruelty-free by Leaping Bunny. The Leaping Bunny organization is known to have one of the most stringent cruelty-free requirements around. All of Lime Crime’s products and its ingredients were deemed as vegan by the PETA organization.


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Fabletics – Hitting Fashion Retail Giants Hard With Unique “Athleisure” Clothing Line

The online market is already saturated with some fashion retail companies, and e-commerce giant like Amazon already have over 20 percent market share. However, even in such tight competition, one company that made it through and gave a tough run for its money to Amazon is Fabletics. Fabletics used a very attractive subscription membership model that helped the company get the popularity in a short period. Fabletics is growing at the speed of over 30 percent annually and has millions of subscribers from across the globe. And, it continues to make inroads in many of the developing countries.


Fabletics is currently one of the top Athleisure brands in the United States, and starting from teenagers to young adults and senior women, everyone likes what Fabletics have to offer. The best part is that Fabletics personalizes the shopping experience for its members, which makes the subscription membership model of the firm one of the legendary marketing case studies of all times. Having started just a few years back in 2013, the company is already doing business close to $250 million annually, and with the growth rate of over 30 percent annually, that figure would soon rise to the extent of giving Amazon’s business, a big unwelcoming bite.


One of the factors that helped Fabletics to grow exponentially is the reverse showroom technique it followed. Fabletics is co-owned by Kate Hudson, one of the famous Hollywood actress and celebrity, and is a role model regarding fitness to millions of women globally. Her popularity and marketing strategies implemented by Fabletics helped the company gain the popularity it needed to achieve sustainability regarding business revenue in a very short period. The company also managed to get a loyal customer base through its subscription model. By going through the reverse showroom technique, it started opening physical stores across the country recently. It is opening stores, not actually for sales, but more for marketing and penetrating the market further.


Reverse showroom technique helps with brand awareness and identity and ensures that the consumers don’t look for similar products elsewhere, because they know there’s nothing similar elsewhere. It is a strategy followed by other popular brands like Warby Parker and Apple. Ring a bell?


The VIP members made through the subscription marketing model are more than satisfied with the customer experience offered by the firm and how flexible and personalized it makes shopping online. If you want to become a member of Fabletics too, take the Lifestyle Quiz provided at Fabletics’ website to see how the firm aims to personalize your shopping experience.