Fabrique, the collective designer brand, is officially launching in the U.S.
Unlike other marketplaces, designers’ collections on Fabrique are created in partnership, from manufacturing to marketing, and are exclusive to Fabrique. The globally minded brand, with over 300 designers from across the world (including Damir Doma, Hussein Chalayan, Adriano Goldschmied, Reem Acra, Christelle Kocher and Stéphane Rolland), creates collections that celebrate designers’ unique histories and perspectives, prioritizes superior quality, attention to detail and offers accessible price points.
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It’s an interesting model – one that allows designers to reach new audiences at different price points, which is important to today’s consumer. Consumers also experience a unique journey of discovery where they are encouraged to shop from designers they might not know and find “hidden gems.” While many of the designers who collaborate with Fabrique are established in different channels, Fabrique offers these designers who work under a brand to create a collection under their own name and story while Fabrique manages the production, marketing/promotion and selling process for them.
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Fabrique’s cofounders, who share a background in film and media, use movies as a metaphor to explain Fabrique’s key differences as a shopping destination. In the comparison, they said, the Fabrique team act as the producers and collaborating partners are like the directors, while other marketplaces are more like movie theaters.
As producers, Fabrique operates end-to-end, managing the entire cycle. Once a collection is conceived by a designer, Fabrique guides the journey through development, production, marketing and sales and finally back to designers with customer feedback.
At its core, the company is rooted in the belief that power is in design. Fabrique recognizes that everything that exists in fashion starts with designers from who they are as people, their ideas and inspiration, channeled creatively. It’s a belief shared by many consumers and has led to a strong following of users who appreciate exploring designers’ unique histories and perspectives.
“We are dedicated to fostering meaningful connections between designers, craftsmen and customers,” said Fabrique’s team. “We believe in the power of design and celebrating fashion that lasts. We position our designers at the helm of creation, placing significance on respecting and appreciating each of their unique tastes and creativity, as individuals rather than working with brands.”
While many of the designers who create collections for Fabrique are established, others are on the rise. But no matter how well-known a designer is, the brand offers a valuable introduction to new audiences. Moreover, Fabrique acknowledges that high fashion is hard to access for the vast majority, and strategically creates price points that work to remove the barrier through its efficient business model.
The company explained that when creating Fabrique, it was important to help designers reach a wider audience that could appreciate their style. “We believe in accessibility, that high fashion and designer fashion should not just be limited to the 1 percent but should be inclusive to more. We want to highlight the power of connecting designers to customers and efficiently providing well-designed and well-crafted clothing.”
Traditionally, operating their own label means the designer is responsible for running the entire business. Costs can be significant and reaching an audience can be difficult. Fabrique’s distinctive business model, however, connects designers with customers directly. The designer collections and styles are offered at more “reasonable prices,” while still prioritizing thoughtfully designed, superior-quality pieces.
The Fabrique consumers, she said, are individuals who appreciate the “art of life” and seek to elevate themselves and every aspect of their daily lives. These customers are “women who look for unique and thoughtfully designed pieces for every moment, not just for occasional events.”
Importantly, and highly critical for indie designers, a large part of Fabrique’s structure encourages discovery. The company helps its audience access their beloved designers, but through the work of its team who searches for and curates our collaborating designers, discover even more designers that they may resonate with, given that many talented designers do not have the resources to operate their own namesake label.
While using Fabrique, customers are encouraged to understand the designer, the story and the craft behind the pieces they are choosing. When a customer clicks to view a product they are interested in, Fabrique bridges the gap between designer and customer, ensuring the designer’s presence is always there by creating each product page to highlight the respective designer. The designer’s name, background and inspiration behind the collection are the first things a customer sees. As a final touch, customers receive a postcard with handwritten messages addressed to them from the designer along with their ordered garments.
To foster its engaged community, Fabrique has hosted ongoing designer meet-up events, which serve to further strengthen connections. The gatherings offer audiences a rare opportunity, and the chance to meet the designers behind their favorite pieces. “We aim to foster a community where the appreciation for the creator and the wearer are intimately connected,” said Fabrique’s cofounders.
Through its unique business model, Fabrique hopes to bring good to the global fashion industry with its positioning to create something new. As Fabrique continues to grow, the company believes the U.S. will be a welcoming environment for its mission and original designs which will always showcase distinctive voices and talents.