Category: Fashion

Fabletics – Personalized Customer Experience That Making Amazon Re-think Its Marketing Strategy

Fabletics is one of the leading brands in the world of “Athleisure” apparel and has been in the news for its unique and spectacular collection and flexible subscription model since its inception in 2013. The company rose to fame from the time of its launch, not only because of its unique collection and high-quality products but also because Kate Hudson is one of the founders of the company. Fabletics is a subsidiary of TechStyle Fashion Group, owned and founded by Kate Hudson, Adam Goldenberg, and Don Ressler, who also serves as the CEO of the company.



The last year’s gross revenue of Fabletics was close to $250 million, and it is a figure that is steadily growing as the enterprise continues to grow at 35 percent annually. The company that started as an innovative fashion startup is now giving a run for its money to giants such as Amazon, which already enjoys a market share of close to 20 percent. The popularity of Kate Hudson played a vital role in devising a marketing campaign that was appealing and helped send out the message to its target audience in a constructive and positive manner. Moreover, the effort put in by the company is clearly visible by the collection it offered, which is unique and stands out from what is already made available by other brands. Moreover, the price at which the Fabletics offer its products is comparatively lower than what others major brands offer.



In the reverse showroom technique, the company aimed at reaching out to not only its existing customers but also new and potential customers across the nation. It is a marketing method already pioneered by companies such as Warby Parker and Apple and achieved great success with it. Fabletics started with the idea that it would first grasp the attention of its target audience online and after that move towards opening physical outlets. It helps in transforming the interested and curious customers into loyal patrons. And, the company uses extensive retail data from its sales operations to showcase the products that are popular and preferred by the customers.



The VIP members are happy with the kind of convenience, products, and services offered by the company. The customers, through this subscription model, can buy just the kind of goods they want at the price they can afford, from the comfort of their home. Fabletics aims at standing out in the fashion retail market, even with fierce competition from companies such as Amazon, Warby Parker, and others, but it has managed to find its space and market. The company offers affordable products, high-quality athleisure items, easy accessibility, exceptional customer service, and a unique collection, month after month. With so many factors working together to enhance customer experience, Fabletics is a brand that is here to stay. If you are joining Fabletics anytime soon as a member, don’t forget to take its popular Lifestyle Quiz that personalizes your shopping experience at the site.

Kate Hudson Brings Her Style And Celebrity To The Activewear Industry Through Fabletics

The fashion meets fitness sweet spot is called the activewear market. Wearing gym clothes outside of the gym has never looked as good as it does today. Retailers like Nike, H&M, Lululemon, and other big name retailers want a piece of the billion-dollar activewear market. Several celebrities have teamed up with clothing manufacturers and retailers, and they are getting in on this 21st-century goldmine. The 1980s was the decade for aerobics, but the craze disappeared quickly.



Kate Hudson is the face of the online activewear giant, Fabletics. In three short years, Fabletics has managed to build a $250 million company by giving consumers the active lifestyle look they crave. Fabletics gives consumers the look and feel they want at prices that don’t destroy the budget. The company developed a subscription based model when the parent company JustFab decided to go “all in” in the activewear market. JustFab needed a spokesman and someone that represented what Fabletics was trying to sell, so the executives at JustFab approached Kate and asked her if she would help launch the brand. Hudson is not just the face of Fabletics, she is also the person that helps build the looks that the company offers to members.



Being an online company does have its rewards, but there’s a new challenge for online merchants. That challenge is to build brick and mortar stores. Amazon is opening retail locations around the country, and Fabletics is taking Amazon on and opening their own retail locations. Fabletics is changing the typical retail strategy. Fabletics calls it reverse showrooming. That’s a phrase that never crossed the minds of typical retailers. Typical retailers want to sell merchandise in stores, at once. But Fabletics gives consumers the option to buy their merchandise in the store, or they can put it in an online shopping cart and buy it later.



In order to do that successfully, Fabletics has developed a new merchandising model that uses online data to identify customer preferences in a particular store location. Fabletics locations only stock products that have a local appeal. And the concept is working.



Fabletics has 16 stores open in California, Hawaii, Illinois, and Florida. But the plan is to open another 75 to 100 stores within the next five years. The reason for the rapid expansion project is three to five people that walk through the doors of a Fabletics store are subscribing members. And 25 percent of the non-members that visit a store become members while they are shopping.



But Fabletics has something Amazon doesn’t have. Fabletics has its eye on activewear, so the company is focused on that segment of the market. Plus, Fabletics has Kate Hudson, and that is one powerful, living and very active advantage. Fabletics is not out to bash Amazon, but the company is out to show consumers what real service and value is.