Amid Amazon’s dominance in the fashion e-commerce market, Kate Hudson’s Fabletics has still managed to succeed. By creating aspirational, attractive and convenient brands, the company has grown to a $250 million business over three years. In the fashion market, it was thought that high value brands were dictated by the quality of goods and the price but a change in economics has changed things. To a modern customer, customer experience, last-mile service, exclusive design, customer experience and gamification elements are of more importance. The company is looking to add to its 16 physical stores by opening up more in Florida, California and Illinois.
According to the General Manager of Fabletics, Gregg Throgmartin, offering personalized services and mainstream fashion is what has been the key for the company’s success. Additionally, Fabletics, unlike other companies, does not opt for show rooming as in this people surf offline but then find cheaper alternatives to buy from. They did not use the pop-up stores and this allowed them to build relationships. From this, about half the people that go into their shops are members and even more become members. As a customer tries any clothing on, it also goes into their online shopping cart.
In 8 countries, Fabletics draws 1.2 million members every month and these receive half price deals on attire. With the price at at least $49, its members get a sports bra, a top and bottoms in accordance to their taste. Through this, they are able to beat off their competitors easily. Kate Hudson had always wanted to inspire women through helping them live an active and healthy lifestyle. She, therefore, started off by the athleisure apparel, which is now trending for wear in the gym and in town. In 2016 alone, the NDP Group reported that US customers had spent over $44 billion on this type of wear. This was greatly pushed by millennials who have a great sense of both health and style when it comes to clothing. To find out which Fabletics attire is best for you, take on the Lifestyle Quiz.
Seeing the success of companies selling at lower prices, companies such as Target and Wal-Mart have also taken down their prices but even with that, they will not be able to beat Fabletics. This is because the company is working on using big data to get more customers through the tech-centric DNA. Additionally, Fabletics is boosted by being part of the billion-dollar company TechStyle Fashion Group.