fab’rik
Meet the #GirlBoss
Who What When Where Why
Our Product
Our Designs
Our Approach
The Brand Look
Our Brand
Our Customer
Our Voice
Our Business
Company Platforms
Take A Peak At Corporate
Meet our #GirlBoss Dana Spinola founder /CEO of fab’rik
Once Upon a Time Vision, Passion and purpose led CEO, fearless leaser and mother extraordinaire, Dana Spinola, to found fab’rik. In saying goodbye to her corporate 9 to 5, and hello to her first boutique, she quickly learned that – as they say- she could have it all. A self proclaimed fashion lover and savvy shopper herself, Dana realized that somewhere between the high-end boutiques and run –of-the-mill retailers, there lacked a retail destination for women like her. These women lead a busy life, love looking great and want to do it all at an accessible price. In, 2002 fab’rik opened its doors for the first time in Atlanta, Georgia. By 2006, the brand was franchised in the Southeast and continues to grow nationally. Today fab’rik is a national retail franchise with its sights set on becoming a household name and go to womenswear destination for fashion lovers everywhere. fab’rik offers unparalleled shopping experience that has been voted “Best Boutique” by numerous hometown publications, and featured nationally in the Wall Street Journal, Women’s Wear Daily (WWD) and Elle Magazine amongst others.
Who What When Where Why
High fashion, under $100
A leading fashion franchise
Founded in 2001, fracnchised in 2006 Headquartered in Atlanta, GA 40+ locations nationally
Love fashion + business? Be your own #GirlBoss
Our Brand
Vision To create boutiques where everyone can afford to be BEAUTIFUL
Mission High Style with heart, no attitudes or sticker shock
Our Core Values
The WOW Factor
Make It BETTER
BE Transparent
LOVE What You Do
MENTORship
Social IMPACT
The Concept [fab’rik 101]
fab’rik is a women’s fashion retailer offering on-trend style through effortless pieces and accessible prices. We pride ourselves on a unique, personalized shopping experience, sans attitude or sticker shock. At fab’rik, shopping is made ways and accessible with all our items priced under $100, with the exception of designer denim- hey, we’ve all got our vices! The fab’rik customer is a woman who appreciates a unique sense of style, and for her we only carry a limited quantity of each item. Our customers know that when it hits the floors- it’s first come, first serve! While the bad news is there’s not much time to wait if you love an item, the good news is you leave with the confidence that you’ve got a look not everyone else will be wearing!
Wow Factor Make It Better Be Transparent Love What You Do
Mentorship Social Impact
Make every cutomer feel special
Encourage feedback and do something with it
Promise honest and clear communication
Put passion and purpose into everything
Have a mentor and be one; grow yourself and others
Take care of your community
Our Customer
Girl on a vs Woman wi
a mission s. ith a cause
Girl on a Mission This customer is a power shopper. She has brands she turns to for an array of needs, and usually shops as if she is on a mission with a vision or look in mind. She is savvy online, but does shop in-store for statement pieces or an immediate need. She is amongst our younger demographic ranging from 15-25. While perhaps newly employed or even still on her parent’s budget, she has access to disposable income and considers shopping a higher priority item for how she spends her time and money. fab’rik allows her a one-stop shop where she can pair her designer duds with on trend items that help complete her seasonal look at an accessible point.
Woman with a Cause This customer is a woman who leads a busy and event-filled life. She has substance and is living her life with a cause be it friends, family, work or love. Whether out for brunch with her girlfriends, running to date night with her husband, heading to a networking event or dropping the kids off in the carpool line she wants to look good. She is more mature, ranging in age from 26-45. While she once enjoyed the act of shopping, she now lacks the time to visit several stores or sites. Instead, ease of use, familiarity and trust are very important to her. She chooses fab’rik because we offer unique, quality and statement pieces that are versatile across nearly all areas of her life.
Lives her life with the mo
Likes and apprecia
Enjoys shopping, and
Has an active life, and is
Identifies fab’rik as a place to fin
Follows fashion a
is a savvy
Will splurge, but likes on-tr
otto: work hard, play hard
ates dressing well
d does so frequently
s event-based dressing
nd everything she’s looking for
and pop culture
y shopper
rend items at a lower price
Our Products
fab’rik
ASHER
Paper Crane
Hudson
JACK
BB Dakota
Standout Prints Versatile Silhouettes Day to Night Style Easy Everyday Polished Bohemian
ASHER
Our Voice
Our Business [customer,franchise,corporate]
Shopping is a
an experience.
Our Approach
B2B vs. B2C
The Brand Look
We anything b
are: but basic.
The fab’rik Brand Look is: Understated minimalistic, and inspired by natural elements. Throughout our- in store and online shopping Experience we provide a blank canvas for our customers to shop complete looks and individual pieces. A blank canvas allows our clothing and style to be a statement. In doing this, we project a more elevated, high fashion and sophisticated experience.
On Trend
Effortless
Chic
Versatile
Accessible
Edgy
Our Goals
Increase brand awareness customer+ franchise
Increase online sales and social engagement Develop a local + national strategy
Identify and acquire new customers Where are they? How do we find them? How do we convert them?
Create brand loyalty
What makes them want to keep coming back?
Our Passion
free fab’rik
To provide free s that restore dignity hope to young lad the
k mission:
shopping sprees y, confidence and dies who have lost eirs.
A little behind the scenes action...
Our Fab Style Tips
Make Your Outfit Transitional
Make a Statement
Play around with your look
Be Confident
Invest In A Nice Pair Of Denim
You Can Never Go Wrong With Black & White
Mix & Match
Layering Is a MUST
Try Out Those New TRENDS
We runway
are: y ready
“When you lo If you love w do you’ll neve you’ll never in you
in you
ove what you what you do er work a day work a day ur life�
ur life.
w
XOXO,
#fabrikaddict
Credits: Photography-Glam n’ Glamour Content-fab’rik Opportunity-E-commerce Internship