Kate Hudson Is An Amazing Influence On Fabletics

Kate Hudson’s Fabletics has grown a successful, $250 million dollar business selling activewear in only three years. The brands are convenient, inspirational, and powerful with her success based on customer experience, service, exclusivity in design, brand recognition, and high value. There are currently sixteen stores with more openings scheduled for the future. Their membership model gives Fabletics the ability to offer trendy fashions and high value brands for approximately fifty percent of their competition.

 

One of the main reasons Fabletics has become so successful is their use of reverse showrooming. Where their competition allows customers to browse while offline and then make their purchases elsewhere at a lower price, Fabletics has taken the model and reversed it by turning negatives into positives. They take the time to build relationships and use activities and events to get to know their clients. Thirty to fifty percent of all individuals who walk through Fabletics doors have already become members. An additional 25 percent take out a membership while in the store. From online shopping to their retail locations Fabletics gives their customers what they want.

 

Fabletics has collaborated with the pop superstar Demi Lovato. She adores the clothes and loves the message they represent. The clothes empower and inspire women to be strong and at their very best. A woman’s age, shape or size become irrelevant because Fabletics makes them feel good regardless. Fabletics was founded in 2013 and has established a reputation as an empowering and inclusive athleisure brand. The idea came from the founders, Don Ressler, and Adam Goldenberg. They wanted to establish a brand that was priced reasonably and stylish.

 

The concept of Fabletics led the founders to Kate Hudson. She was approachable, living an active lifestyle, and did not take herself way too seriously. From the design process to the strategy for social media she quickly became an asset to the company. She makes certain the clothes remain fresh and knows what is selling well and what is not. Kate is just so easily pictured as going to the gym wearing Fabletics or running around town with her children. She also strongly believes in authenticity and if she does not truly believe in something she simply will not participate.

 

Fabletics had to surpass numerous hurdles when the company began despite a celebrity founder, experienced investors, and a fabulous idea. They have succeeded in their goals and established a company representing quality.

How Fabletics managed to take on amazon

Very few people would have guessed that a sports-wear fashion company would finally be the champion that would take on the online shopping giant Amazon. Then along came Fabletics.

 

Fabletics is a subscription service that allows you to sign up to get different workout apparel every month that have been custom picked to suit you. You choose which clothes you want and only pay for the clothes you receive. If you don’t get any clothes for a certain month you pay nothing for that month. So it’s less of a subscription service and more of a pay as you go shopping service. It combines the ease and peace of mind of having a subscription with the money saying convenience of only paying for what you want and need.

 

The reason fabletics has been able to stand up to online shopping giants like amazon is due to their innovative reverse showroom model. Most brick and mortar stores loose money because their clients will come in and try the brands only to leave and go buy it elsewhere, usually online, for a cheaper price. This gives Amazon and other online shopping giants a lot of buyers that would have usually made their purchases at local stores.

 

Fabletic reverses this model by focusing on the relationship with the customer. They goes against the online trend of anonymity and automation that has allowed tech giants to grow so big without caring for their customers or treating them with the respect they deserve. Fabletics builds these relationships by setting up local events where they get to meet their customers and learn what they want first hand. By setting up activities Fabletics gets their name out there, while at the same time building a better model of their customer, which ultimately allows them to serve their customer better. It’s a positive feedback loop which has led to great success in a short time.

 

Because it started online, Fabletics is well aware of the importance of using technology to help not hinder the customer. They understand that people come into the store because they want something and that their job is to help their customer find out what that is. That’s why when a customer tries something on in-store, Fabletics automatically adds it to their online shopping cart, in different sizes so the customer can choose the best fit. They also find other styles that match the ones the customer has shown a liking to, saving them time and hassle of having to look through hundreds of designs and go to different shops to find something they like.

 

As a customer of Fabletics I think it is a great deal and takes a lot of hassle out of finding good workout apparel. Doing yoga is hard enough without stressing about what to wear while doing it so finding a company that takes all the stress off your hands has been a god send to me. Not to mention the quality of the clothing is amazing and the price is more than fair.