Fabletics is a retail company which was established in 2013. The company was co-founded by Kate Hudson, a well-known American actress and model, and in just a short period of time, the company grew into a multi-million dollar business. Fabletics has a number of physical stores scattered across the United States, but most people still prefer ordering through their website because it is more convenient. Fabletics has been acclaimed by several experts in the field of retail and online marketing because of how simple the interface is. Through their online portal, customers would have to answer a simple quiz in order for the system to determine which kind of clothes best suits the customer. The experience is more personalized, and the recommendation coming from the system will fit the lifestyle of anyone. Then, the system will be showing up a series of clothes available to be purchased. Fabletics has thousands of clothes in its collection, and the customer can choose anything that they want from the list. Then, when checking out the selected clothes, customers can either choose being a guest where they can take the items with their regular prices or as a VIP where customers can take their items with huge discounts.
A huge chunk of the revenue being made by Fabletics comes from their website. Analysts believe that it is because of the user friendly interface and the simplicity of the company’s online portal. Moreover, the items that are being sold by Fabletics have very high quality, which is why people sometimes recommend buying from the website. Through word of mouth, many interested and curious people stumble upon the website and they buy one for themselves. Whenever a product comes in, people who purchased them end up being satisfied, recommending the website once again. This continuous cycle has made Fabletics one of the fastest growing retail companies in the United States, and they are reported to have raised their revenue to more than $250 million. Fabletics has also partnered with Amazon to sell their products, and it is indeed a good decision to partner with the company controlling 20% of the online retail market.
Another reason why Fabletics became a hit is their strategy of using the public themselves. Through their online portal, customers have the freedom to write what they think about the product that they have purchased. Fabletics has opened the option for customers to leave their reviews, and so far, most have left favorable reviews. People nowadays wanted to see what other people think about the product that they wanted to buy. According to studies, the reviews being made by strangers online are being trusted by customers, as if someone they knew has reviewed it. If a product has a lot of negative review, there is a huge chance that the customer would never purchase it. But if it is the opposite, where a lot of positive reviews can be read, the customer would certainly buy the product. Reviews are vital for companies like Fabletics, and just like the traditional word of mouth strategy, product reviews could also spell the success or downfall of a brand.
To understand how dominant Amazon is in the apparel market, you need to know that there are currently thousands of clothing companies all looking to grab a piece of those sales. Amazon has little to worry about, taking 20 percent of the sales all year long. There is one clothing company that is making waves in this space, and they don’t seem to be concerned who they are chasing. Kate Hudson’s Fabletics is growing at a record pace, already having taken in $250 million in sales of workout clothing and active-wear.
To get a better understanding how this athleisure brand has become so popular in such a short amount of time, we simply need to start with Hudson. When Hudson talks about her company, she says the success is not due to her name being associated with the company, it all comes down to the reverse showrooming process and how her membership plan rewards her loyal customers. Now take a look at how these two work in real-time with customers, and to do that you need to start at the Fabletics store in the local mall. Women shoppers are not being pressured to buy anything they are being encouraged to try everything on inside the store or take the lifestyle quiz to enhance their memberships. There is no pressure here in the retail store.
Once we move to the Fabletics e-commerce store, you get a better understanding as all the pieces of this apparel puzzle begin falling into place. Since the customer wore the clothing in the mall stores, the apparel is moved to the online account of the customer to consider at another time. Knowing how the pieces fit at the mall, there is no need to worry about limiting the size of the order until it arrives to check. As a result, these customers are loading up the shopping carts with more pieces of workout apparel.
Membership definitely has its perks at Kate Hudson’s Fabletics. Loyal customers will enjoy free shipping for their online orders and deep discounts on all pieces of active-wear. The loyal customer gets their very own shopping assistant as well, someone who looks over your lifestyle quiz answers and then picks a new item each month that they think you will enjoy. Amazon doesn’t come close to the reward perks of Kate Hudson’s Fabletics, and this could be part of the reason Amazon may be getting concerned about losing their top spot in the online apparel market.
So when Kate Hudson was approached to start the activewear line Fabletics it was a no-brainer. Fabletics is an activewear brand that not only looks great on a woman and is fashionable, it is activewear that serves a purpose in and out of the gym. Whether you want to have a night out on the town, or take a run in the afternoon Fabletics has you covered with numerous styles and types of clothing. Fabletics has clothing for those who enjoy yoga, to those who wear casual tops and sports bras. The great thing about Fabletics besides being multipurpose activewear is how easy the clothing is to wash and care for. Fabletics is made with high quality materials sourced from around the world. All of this effort is made by Fabletics to provide activewear to every woman at fantastic prices. The mantra of Fabletics encourages people to to “Live Your Passion” on Instagram, which is why Fabletics has created a website that is not just an online store but more like a community. The website also gives a person the option to put together an entire “look” each month so that there is no worry about matching or coordinating certain pieces of activewear. This is just another reason Fabletics is one of the best brands on the market. Fabletics is also looking to expand in the next few years and will be planning to open over 100 new stores. This is a tall order for a brand that is continuing to conquer the online world, and feels it can do the same with numerous retail locations. Fabletics wants to open up the ability to connect with even more people, and share with the world what the Fabletics brand has to offer. Fabletics proves that when you can provide people with activewear that is fashionable, functional, and at great prices you will produce a brand that has loyal followers and believers in the brand. Fabletics is valued at around $150 million dollars, and that dollar amount proves that Fabletics is an activewear line that people want and desire to be a part of.