The Fashion industry is taking on a turn in the world today. While Amazon is taking control of about 20% person e-commerce market in fashion, Kate Hudson’s Fabletics has not been left behind.
Fabletics has grown immensely into a $250 million business in a span of 3 years. To attract many customers, this company uses subscription while selling clothes to them. People are also advised to take part in a Lifestyle Quiz that is provided so at to determine the Fabletics gear ideal for them.
As it has always been before, highly valued brands were determined by price and quality. However, the change in the economy has influenced this; therefore, other things such as brand recognition, designs, customer experience among others define the value of a brand. Fabletics has taken all the above into consideration with every clothing they restock in their sores.
Fabletics has implemented strategies that are contributing to its prosperity. It’s positioning in places like Illinois, Hawaii, California, and Florida is also earning it more customers, therefore, profits are getting better by the day. This is clear because they are in the process of launching more stores for physical access.
According to the General Manager Gregg Throgmartin, Fabletics membership mechanism is what has made them stand out from their competitors. They are able to serve their customers and fulfill their personal needs at unbelievably low prices as compared to other companies in the fashion industry.
Reverse showrooming has influenced Fabletics physical stores. They have made browsing a good idea, unlike their competitors. Fabletics has followed the pop-up store way although they have strategies that allow them to learn more about the local markets.
Most people who get into the store are members of Fabletics and if not, they always join eventually. If a customer tries on clothing during shopping, Fabletics has developed a system by which the clothing is added to the online shopping cart whether the customer buys it or not.
Kate Hudson has been a pillar in the success of Fabletics over the years. She has thought of this prosperous athleisure brand as a way of empowerment to the women. Kate contributed in designing the outfits as well as strategizing on social media.
Despite being a busy celebrity, Kate is always on toes with the numdber of sales made. She is able to know the designs that are selling out fast and those that are not. With this, she is able to give views on the way forward. Kate is very proud of the rapid growth of Fabletics and she hopes for them to open more stores in the future.