Fabletics is not only convenient but they offer trendy and comfortable apparel for living an active lifestyle. The brand was founded by Kate Hudson and it has managed to succeed in a market where Amazon is controlling 20% of the fashion market on e-commerce Fabletics has not only succeeded in managing to keep their spot in the e-commerce market, but has grown to be worth $250 million.
Part of the success of the brand is due to the fact that Fabletics uses a subscription service, and customers like a brand that is aspirational. Fabletics also uses a reverse showroom technique that has proven to be very successful as well. While competitors are being affected and affected by reverse showrooming, where the customer browses offline but then buys the item cheaper somewhere else, Fabletics has avoided this strategy. Fabletics has managed to turn browsing into a positive situation and instead of opening pop up stores, the company has built relationships and has relied on the local markets through various events an activities. This has resulted in 30% of customers already being members of Fabletics who walk through the doors of their retail stores and another 25% signing up to become members in-store. It also doesn’t matter if the customer buys their items in-store or online, because wither one will count toward their items in their cart.
Kate Hudson has a real drive to create activewear that is affordable , trendy, and convenient to purchase. She has learned a lot of lessons on her journey to success but she has a real knack for keeping it positive and great. Hudson has been able to identify that most activewaer is very expensive and offers competitive pricing on her clothing. She has also decided to make her activewaer for every shape and size and has extended her line to include size XXS to 3X.
Hudson wants to encourage a healthy lifestyle through ther activewaer and she is very hands on. If an item is not selling, then she gets rid of it-quick. She only wants to keep items on her website and in her retail stores that are moving. The data that is collected by the Lifestyles quizzes that people take when they first sign up to the VIP club really help to give her a better idea of what her customers want. Hudson really stays on top of her business to stay successful.
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