Maggie Winter and Jac Cameroon co-founded All Year Round (AYR) in 2014. AYR is an e-commerce clothing brand consisting of women’s wear with the major focus on denim. The company has its headquarters in New York City, and it lately opened a new store in Lafayette Street, Soho. The AYR, which is a brother company to Bonobos, launched Guideshop in April 2014. Later in September the same year, they collaborated with Shopbop in opening a wholesale shop.
Interview With Forbes
The two co-founders and co-CEOs started AYR with the aim of providing high-quality fashion brands at an affordable price. According to an interview with the Forbes magazine, Jac Cameroon stated that they are so many different brands in the market, but the challenge lies in the quality and pricing. The high-quality items are not affordable to everyone while the ones with a good price are not of high quality. Therefore, the two embarked on the journey to provide season-less quality women brands at fair prices.
Their bestselling items include the white poplin popover, the Robe that is a long Italian woolen coat, the powdery blues chambray shirts, and skinny jeans. The following essential covered all the seasons meaning that women will not have to spend more on getting different outfits with the change of seasons.
AYR as an Independent Company
When All Year Round began, they were operating under Bonobos. Before their launch, they had established some good contact with their manufacturing company in Los Angeles, which made them some pairs of jeans. Their first clients were friends who purchased the jeans from a lost in Garment District. In 2015, they had established their customer base, and they moved out of the incubation with Bonobos and started running independently.
Marketing the Brand
They have always relied on the press and word of mouth in marketing their brands. The Forbes fashion editor, their co-founder Max and expert in fashion PR, and the community have also played a vital role in the growth of their company. Their large client’s base includes some renowned figures such as Karlie Kloss, Crissy Teigen, and Leandra Medine. AYR intends to expand their business to include international shipping by 2017.
Kate Hudson Delivers
Online retailers are face a number of challenges. Since their customers don’t see a physical store everyday as they go about their lives it takes hard work to convince consumers to remember the brand and buy products. Despite these challenges Fabletics has managed to do just this. Founded by Kate Hudson Fabletics has already generated hundreds of millions of dollars in a matter of 3 years. Its customer base consist of millions of loyal fans who enjoy the personalized experience the Fabletics website offers. Although there are competitors none of them manage to give athletic wear of the quality Fabletics offers.
The VIP Treatment
Although you can buy clothes from Fabletics without signing up for the VIP membership it is more than worth it to sign up for the service. As a VIP member you get access to a more personalized experience. After you fill out a simple survey about your lifestyle you’ll have access to clothing meant just for you. Even jacket and sweatshirt is your size. The best thing about everything is that even if you don’t like what Fabletics selects for you there is always the option of canceling. Although you won’t receive any money back you will receive store credit you can use to purchase just about anything you want on the website.
Fabletics Wear At Its Finest
Many of the clothes you’ll find on Fabletics are “One Size Fits Most“. Most of the time no matter what you buy you are practically guaranteed to find something in your size. So many upscale fashion stores promise you’ll find something you can wear, but there stores only cater to very specific sizes.
3 years ago you could only buy this Fabletics clothing online but thanks to the success of the brand you can now find Fabletics stores where these clothes are available. In an unusual twist Fabletics has gone from the internet into the real world. The same personalized clothing is now available without waiting for it to ship to your address. You can find and wear whatever you buy on the same day.
A recent article on Racked discusses women’s fashion and the divide between sample sizing and plus sizing. The majority of American women actually wear sizes that are in between the two, making it hard to shop at many stores. Designers focus on dressing women in one of the two categories and rarely feature styles for the “normal” sized customer.
The “in between” sized woman is not only absent from representation in the fashion world, but in Hollywood as well. If female celebrities are larger than a size zero high fashion model, they are forced into the “plus size star” category, often without their consent. This was the case when Amy Schumer (a size 8) was named in Glamour‘s plus size issue and when model Robyn Lawley (size 12) was lauded for being the first plus size woman featured in Sports Illustrated‘s swimsuit issue. Women must either be model-thin or part of the “fat and sassy” club; designers and the world don’t like the women in between because, in the words of Mindy Kaling, they “lack the self-discipline to be an aesthetic, or the sassy confidence to be a total fatty hedonist.”
Most women I know fit into the “in between” category and it’s true, there is not much representation for average sizes, even for brands that stock them. It is hard to shop when the models do not share your size or body type.