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Fabletics vs. Calia

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by

Mallory Hayes

on 25 June 2015

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Transcript of Fabletics vs. Calia

Fabletics by JustFab

CEO of parent company:
Adam Goldenberg
Line by Kate Hudson
El Segundo, CA
"With Fabletics, we want to create a community... a movement, to help you live fit and achieve your passion in life."

Mission
Statement:
History:
Founded in 2013
Quality
Affordability
Online store only
1.5 Million items purchased
within 3 years
Private company
Major Competitors:
Sales:
Products
Women's athletic wear
Tops/Bottoms
Sports Bras
Complete Outfits
Men's athletic wear
Tops/Bottoms
Complete Outfits
Accessories
Yoga Mats
Underwear
Head Gear
Bags
Demographics:
20+ years old
Mostly female; some male
Psychographics:
Exercise
Health
VS
Carrie Polen &
Mallory Hayes

Champion
Lululemon
Old Navy
Nike
Calia
Calia by Dick's Sporting Goods
CEO of parent company
Edward W. Stack
Line by Carrie Underwood
Coraopolis, PA
Mission
Statement:
"I created Calia to make it easier for me and all other women to work in working out."
History:
Founded in 2015
Versatility
Looking fashionable
Products:
Women's athletic wear
Tops
Bottoms
Sports bras
Accessories
Yoga mats
Underwear
Head gear
Bags
Water bottles
Demographics:
20+ years old
Female
Psychographics:
Exercise
Health
Major Competitors:
Lululemon
Fabletics
Reebok
Adidas
Sales:
Over 500 Dick's Sporting Goods locations internationally
Projected 1-3% increase in same-store sales
Fitbit by Calia:
$15 each at Dick's Sporting Goods or online at fitbit.com, caliastudio.com or dickssportinggoods.com
Calia Product
Expansion
Cites Used
"Carrie Underwood Is the Newest Threat To
Adidas." Fortune Carrie Underwood Is the Newest Threat To Adidas Comments. N.p., 03 Mar. 2015. Web. 24 June 2015.
"DICK’S Sporting Goods Official Site –
Every Season Starts at DICK’S." DICK’S Sporting Goods – Official Site – Every Season Starts at DICK’S. N.p., n.d. Web. 24 June 2015.
"Fabletics.com." W3Snoop.com. N.p., n.d. Web.
24 June 2015.
"Heidi-klum." Heidi-klum. N.p., n.d. Web. 24
June 2015.
"JustFab's CEO on What It's like to Be a
Unicorn." VatorNews. N.p., 12 May 2015. Web. 24 June 2015.
"Watch Out, Lululemon; Carrie Underwood Is
Coming For You." RSS. N.p., n.d. Web. 24 June 2015.
"Women's Sportswear, Activewear & Workout
Clothes | Fabletics." Fabletics. N.p., n.d. Web. 24 June 2015.

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