Fabletics by Kate Hudson is a fashion forward athleisure brand dominating the online market worldwide and has revolutionized the average sportswear. This company stands for the art of empowering women, and inspires them to always be the best version of themselves. They believe in the beauty of embracing every inch of a woman’s body and to love their own skin with every curve, flaw, body size, and shape.
In the last year 3 years alone, the company has grown rapidly with an expected projection in this year of 2017 to reach $250 million blossoming into an iconic multi million dollar brand. They are best recognized for their eCommerce approach that can be seen through their own website, to selling their merchandise on Amazon. They use a subscription mechanic to sell to their customers.
Mind blowing, right? Fabletics differentiates themselves by using the strategy of encouraging reverse showrooming. They have been a role model in showing how to turn online browsing into a positive. Here, the customer can go online and research products. The consumer can find information about the product before coming in store and has the ability to make a purchase in their leisure. This technique enables them to build relationships with their customers and has allowed them to get to know the local markets. Whenever a customer tries any form of clothing on, it automatically gets put into their online shopping cart.
As a result, 30-50% of their customers are already members when they walk into a Fabletics physical store. The other 25 % become members in the actual store.
In 2013, Kate Hudson was chosen to represent the brand by Techstyle Fashion group, Adam Goldberg, and Don Ressler. She was the perfect candidate for this position embodying all the qualities of an active and healthy lifestyle, to her passion of being involved in the design process. She helped pick out social media strategies and is very involved in the business overall. She is knows and takes count of which items sells. Authenticity is the shining core to Kate. She will only do something she believes in. It has certainly been showcased in the success of this business.
Prior to the company’s raging success, they initially had to overcome hurdles with a $300K loss of inventory with an added 6 month delay to make better quality products. There was also negative social media attention from celebs that added to mix.
By upgrading their customer service with a dedicated commitment to the overall quality of their products, rapid growth was the exact result turning this company into a multi millionaire dollar brand. This is seen from a retail growth of 644% in the last year alone with 1.2 million members worldwide.In addition, data was a responsible factor adding to their success. It records inventory design, how the individual customer is reacting to the product on social media, as well as inventory and quantity needed. This allows them to match the consumer to perfect outfit. There is a lifestyle quiz that matches your style to the Fabletics clothing available to you online. Whether in the convenience on your PC, smartphone, or laptop, you will be able to get your own personalized outfit picks for yourself by answering the questions. From here, you will be able to find out which gear of clothing is a best fit for you. Become part of the Fabletics Movement today!