An Insight Into Fab Intimates
“Seamlessly integrated with social media, [Fab.com] was crafted to connect artists with people who appreciate everyday design”
If you have not heard of Fab then you’ve been missing out. This wonderfully curated site offers consumers the most unique and beautifully designed products available online in a host of different categories. Seamlessly integrated with social media, this ecommerce site was crafted to connect artists with people who appreciate everyday design.
Oftentimes I find myself addicted to checking Fab for new sales and to discover more brands I never knew existed. It is Fab’s mission to put products on their site that make people smile. At first this seemed to me quite a big goal but after being introduced to the site just a few months ago I now visit the site regularly for my daily visual feast. Who knew that simply just seeing a well-designed, utterly quirky, or uniquely crafted product could induce such an emotional reaction? That is why when I came to London and started perusing the Fab UK site and saw to my astonishment Kriss Soonik’s lovely loungerie featured I had to reach out to the company and find out more about how Fab conducts their business.
It started on a whim. My Twitter page was already loaded in my browser and I thought to myself, since Fab is on the cutting edge of technology why not reach out via social media? I shot the company a request to meet the UK intimates buyer for coffee and they immediately responded with an email address to reach out to. It never ceases to amaze me when a company actually responds to Twitter messages from fans. A quick email off and I had yet another response. Unfortunately for me the Fab European office was based in Berlin so there would be no coffee meeting but I was assured that my questions would be answered. A few more back and forth exchanges and I had the responses I had been waiting for from none other than Tracy Dorée, Senior Vice President Merchandising and Design Europe.
How do you decide which designers/brands will be featured? Do the brands approach you or do you seek them out?
We work with an eclectic collection of designers every day – from established brands to emerging talent, and from international suppliers to super local creatives. For us, it’s really important to bring together this unique collection – it’s how people live.
The buying team here are passionate about design and they love meeting new designers. We are contacted by hundreds of designers and brands every week and we’re always on the look out for something new. We’ll reach out to people we’ve met at trade shows, or who we’ve discovered on blogs or magazines, or seen while browsing shops and exhibitions. A lot of our designers come to us through their personal networks – through a friend of theirs who works at Fab or have supplied us before.
Having seen androgynous, romantic, and basic styles of lingerie on Fab, which type is usually the most successful?
We only sell products that we love. It’s design that can make a very personal difference every day! We’re excited about all kinds of underwear, from super sexy to Monday basics. My favourite lingerie comes from designers with interesting backgrounds, or those who work with unusual materials like Underwearables, Nudwear or Hanky Panky. Brands with gorgeous imagery like Kriss Soonick, Hanro, Made by Niki or Anna Vogue really sell the lifestyle to me — I get the feeling I could be transported with their pieces.
“Fab isn’t discount driven. Every designer that we partner with has a different objective for working with Fab – either to introduce themselves and their products to a huge audience (we have a global membership of 12 million people) or to generate revenue.”
Is there a huge difference in what intimates are bought for Fab UK vs. Fab USA? If yes, why?
Fab serves customers in 26 different countries from our two central buying centres – New York where we curate a range for North America and Canada and Berlin where we’re selecting products for Europe. Our ethos is the same across both sites and we often find our most successful partnerships with designers translate to both sides of the Atlantic. The mix of aesthetics is very similar across the board.
Does the Fab Intimates buyer attend all the major lingerie trade shows?
Our lingerie buyer is responsible for all of women’s apparel – which is why I think the category has such fresh appeal. It’s great to see an amazing lacy number pop up between a lighting brand and a jewellery designer. Our buyer finds many of her designers through the fashion shows – Premiere Classe, Tranoi, Capsule, White, Ciff and of course Bread And Butter Berlin.
Is it difficult to get brands to discount in order to be featured? What is the average discount for the intimates section?
Fab isn’t discount driven. Every designer that we partner with has a different objective for working with Fab – either to introduce themselves and their products to a huge audience (we have a global membership of 12 million people) or to generate revenue. So, pricing for each product is considered individually. Our aim is to provide a great selection of intimates at good value prices. And of course, good value doesn’t mean cheap.
“Consumers love to browse on Fab – the imagery is inspiring and the copy is insightful and occasionally hilarious…It’s the beauty of serendipity – you might come to Fab to look for a sofa or a chef’s knife and end up with an Ann Vogue chemise and a JimmyJane vibrator”
What has been the consumer reaction to the intimates section on Fab UK? Is it a popular section?
It’s a great category – there are a huge number of independent designers that we’re excited to be working with. For example, brands like Hanky Panky and Playful Promises have been very popular.
When thinking of where to buy lingerie online, typically consumers do not turn to e-commerce websites. Do you think Fab is changing the perception of consumers as to where they can find lingerie/intimate apparel?
Consumers love to browse on Fab – the imagery is inspiring and the copy is insightful and occasionally hilarious. I imagine a lot of people come to Fab to be entertained and surprised. It’s the beauty of serendipity – you might come to Fab to look for a sofa or a chef’s knife and end up with an Ann Vogue chemise and a JimmyJane vibrator.
Do you see this section of the site expanding? If yes, what is new for it?
Our aim is to discover and curate the best products out there in all categories. Personally I’m a huge fan of beautiful undies and it’s a pleasure to delve more into this category as we expand the range of designers we work with every day.
For more information about Fab please visit www.fab.com. Happy perusing!