The Growth of Fabletics in the Fashion Industry

Fabletics is one of the leading work out clothing lines in the United States. It was co-founded by Kate Hudson about three years ago, and she has worked to ensure that it takes over the online fashion industry. The company currently provides a broad array of the products that are fashionable, comfortable, stylish, durable, and pocket-friendly. It now competes with leading brands such as Amazon, which has been dominating the e-commerce sector for more than two decades. Fabletics offers fitness clothing to its clients at half their market price.

 

Fabletics has an excellent subscription plan that has enabled it to serve customers well. During sign up, a customer informs the company’s stylists about her fashion test and size by answering a small quiz. The data given is used in ensuring that clients get clothes that match their preferences. Fabletics provides customized clothes at the lowest price in the market. It offers ordinary and VIP membership packages to its customers. The firm is determined to provide excellent after sales services, and this has helped in making its subscription service very popular.

 

Kate Hudson’s company has established more than 20 brick and mortar stores in different states across the United States, and it is still opening more. The physical stores make it easy for clients to access its product. About 50 percent of consumers prefer buying products from brick and mortar stores since they would like to know the exact texture, color, and even have an opportunity to fit the clothes. Fabletics has thrived in the last few years that it has been in business and has generated more than $250 million.

 

One of the major factors that have contributed to the success of the Fabletics is the reverse showrooming technique. The plan involves allowing target clients to view products on the company’s website before they can visit physical stores to purchase them. It has made it easy for the firm to maintain the loyalty of most of its customers. Fabletics has also synchronized its online and physical stores.

 

Hudson understands a lot about the building of brands, and she is using excellent marketing strategies that enable the Fabletics to have healthy relationships with clients. The firm sends monthly newsletters to its customers’ addresses. It also includes some clothes that have been selected for them by its professional stylists. Fabletics also people preferences by using statistics from its online as well as brick and mortar stores. It also considers people’s sentiments on social media to know the clothes and accessories that clients like.

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