Fabletics: Finding Success in Today’s Economy

Understanding the economy isn’t something for the faint of heart. There are so many information sources, all saying different things. It’s hard to know whether today’s economy is in a good place or not. The one thing is assured, and will always be assured, is that fashion continues to be the hardest industry to thrive in.

The best hope many have is becoming a passing trend. Other than that, trying to compete with Amazon’s 20 percent control of the fashion e-commerce market makes success bleak. Despite that, Kate Hudson seems to have found a way to do the impossible.

Kate Hudson managed to grow a $250 million fashion brand. Fabletics is one of the most popular activewear brands in the world. For over three years, Fabletics has introduced its members to aspirational designs at affordable prices. It’s that combination, mixed with convenience that makes Fabletics so popular.

Kate Hudson decided to launch Fabletics after meeting some people who agreed with her about current fitness wear. Most activewear companies produced either expensive products or bland products. Fabletics focuses on created stylish and comfortable outfits that anyone can afford. Their styles are so impressive; Fabletics is the biggest provider of fitness wear among millennials.

That’s quite an impressive accomplishment; especially considering how much millennials love shopping online from wherever is cheapest. One way to solve that problem is by doing what Fabletics did; only offer products that can only be found on Fabletics. Additionally, Fabletics began opening physical stores, to welcome their members to a new Fabletics.

Fabletics physical stores host events and other activities as a way to build relationships with their local members. The stores also have special features that link each member’s online shopping cart to their in-store shopping cart. That way, no matter where they buy, their interests are remembered by Fabletics.

According to a non-sponsored reviewer, Fabletics is actually worth the money. To her surprise, the quality is better than she expected, especially for that price. The pair of leggings she bought from Fabletics feels just as great, if not better than her pair of Lululemon’s.

She was also impressed by the wide variety of styles; everything from simple tops and bottoms to sheer fabrics and cut-outs. If anyone is interested in seeing Fabletic’s wide variety, they can take a lifestyle quiz.

Kate Hudson’s secret strategy that is doing magic for Fabletics in the Amazon Dominated Industry

Amazon dominates more than 20 percent of the fashion commerce market. This is good news for Amazon but its raw bile for other small firms in the lucrative fashion industry. Rising to the top might seem impossible for most firms but not for Fabletics. Fabletics stands as one of the few companies that are slowly eating into Amazon’s dominance of the fashion e-commerce market. Fabletics has managed to grow to a more than $ 250 million business within a period of only three years. This is a notable achievement for a firm with such a noble background. Kate Hudson, Fabletics’ executive, says that the secret to this achievement lies in the use of a different strategy.

 

Kate Hudson’s secret strategy to success is a blend of convenience and membership. Kate Hudson says that when you provide customers with a high-value brand in a convenient way, such as through member subscription, you easily win their hearts. Fabletics’ success can greatly be attributed to their use of a subscription mechanism for their high-value activewear products. This mechanism has greatly improved their customer satisfaction scores. Customer subscriptions have also created a pool of big data for Fabletics to use in decision making. This way it has been able to anticipate customer needs and respond to them.

 

Kate Hudson says that the traditional marketing approach employed by most firms in fashion commerce is not adequate. The strategy entailed firms offering customers high-quality products at competitive prices. Contemporary fashion consumers are conscious and want more value for money. This new breed of customers values items, such as the last mile services, exclusive design, brand recognition, membership, and outstanding customer experience. Apple and Warby Parker also use a similar positioning strategy and have reaped numerous benefits.

 

Kate Hudson’s take on growing the successful Athleisure brand

 

Athleisure apparel is one of the recent products unleashed by Fabletics. It is a casual clothing that can be worn both at the gym and in town. Within only one year, Athleisure apparel has grown to be a trend. This successful brand has acted as a beacon of hope and encouragement for Kate Hudson and her outfit, Fabletics. It is one of the achievements that she greatly prides in. Kate associates his success in this product to a number of factors.

 

One of these factors is being able to identify existing markets, and the other is reliance on big data in the decision making process. Kate also encourages entrepreneurs to take a hands-on approach and remain inspired to do more. On top of Athleisure apparel, there are numerous other brands that consumers can sample from. In order to get to know which product best suits their needs, customers are encouraged to take the lifestyle quiz on Fabletics page.