Design Competition held by Herbalife Nutrition and FIDM
In the Spring of 2019 in Los Angeles, a competition was begun as part of the start of a new school year at the prestigious Fashion Institute of Design and Merchandising (FIDM), a for-profit college that offers courses in fashion, interior design, graphic design, and entertainment. FIDM students were divided into teams that were given the challenge to design activewear that would provide a visible form to a healthy lifestyle. After the creations were finished, this activewear was judged according to adherence to theme, colors, fabric and a production and sourcing strategy. Additionally, each student was afforded the opportunity to create his or her distinctive design.
Herbalife Nutrition’s CEO, Rich Goudis, noted that the collaboration of his company on this project with the young designers provided the next generation of creative people a chance to develop apparel inspired by Herbalife’s entrepreneurs and employees, people dedicated to helping people lead healthier, happier lives. Barbara Bundy, vice president of FIDM, noted that this is the 26th year in which students have collaborated with a global brand in a design competition. Those students involved in the project researched the company Herbalife so that they would understand the lifestyle and thinking of the millennial customer as well as the way of life of the Herbalife Nutrition distributors and leaders. As part of this project, also, students traveled to such fashion cities as Milan and Paris as they worked with Herbalife leaders.
Founded in 1980 by Mark Hughes, Herbalife, a multi-level marketing company, employs around 8,000 people. Begun in Los Angeles, the company operates in 95 countries, and the business has over three million distributors. Hughes began selling his products from the trunk of his car out of a growing concern that there were people like his mother who had an eating disorder and did not know how to lose weight healthily. Hughes’s first product was a protein shake designed for loss of weight. In 1985, the company was renamed Herbalife International. At that time, Herbalife was the fastest growing company in the United States. Three years later, Herbalife became an international company. By 1996 it had reached out to 32 countries. Its products include nutritional supplements, personal care, weight management, and sports nutrition.