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.

Amazon Worried About Kate Hudson’s Fabletics?

Should Amazon be worried when yet another clothing retailer is claiming to gain ground on the best-selling company online? In recent years, Amazon has had to stay ahead of thousands in this very competitive market, and this year they are enjoying 20 percent of the sales, while all the rest of the market has to fight and pick apart the other 80 percent. Kate Hudson’s Fabletics is not just picking at scraps any longer, they are going after a bigger piece of the women’s apparel market, gobbling up over $250 million in sales in only the last 36 months.

 

Hudson talks about how her company and her athleisure brand has been making huge gains recent years. She credits the success to her Fabletics membership and reverse showrooming sales process. To get a better understanding about how these two components are working together, we first have to go to the Fabletics stores at the local mall. This is where you are going to discover women of all ages window-shopping for the latest in active-wear, trying on all the diverse styles in workout apparel, and even taking the Fabletics Lifestyle Quiz. This is more of a unique shopping experience, no pressure, catering to these women and allowing them to enjoy the shopping experience.

 

Now things take a huge turn for the positive as far as sales go when you take a look at how these same women are shopping at the Fabletics e-commerce site. Part of the benefit to being a member of this company is those items you tried on at the retail store get moved to your online account. Since you know that those yoga pants fit you and really highlighted your frame, you only need to worry about buying different colors, styles, and new releases. That means you go from buying one piece to try to see if it fits to a half-dozen that you can not wait to show off at the gym this weekend.

 

Hudson’s Fabletics customers are also enjoying free shipping on all online orders with their membership, discounted apparel prices, and the help of a shopping assistant. That quiz these women took at the store only enhanced their membership, and each month they have a new item chosen specifically for them to consider, pampering at its best. It appears Kate Hudson’s Fabletics has struck a chord with female shoppers who are fast becoming loyal Fabletics customers.