Many companies have aspired to grow to the heights of Amazon which controls 20% of the fashion industry while pursuing e-commerce. Since time immemorial, women activewear has been a hard one to find in the fashion industry. Finding the right fitting activewear that is fashionable, affordable, and fitting was a hard task. With Kate Hudson on board, Fabletics was able to grow tremendously thus realizing a $250 million growth in just three years. How was this possible with Fabletics? How did Kate contribute to this?
The reverse showroom. Yes, Fabletics uses this technique to grow its clientele. What the company does is that they have created a platform where customers can search and like products of their choice, and then they encourage them to subscribe to their membership plan where they’ll get tons of benefits such as convenience in shopping. Fabletics have turned internet browsing on their website to build lasting relationships with their customers, earn their loyalty, and get to know the local markets better through events and other network building activities.
The above strategy has seen Fabletics grow its customer base as 30-50% who stop over at the physical stores are already onboard, and 25% new visitors become members in the stores. Fabletics captures both retail and online buying because once you try an item in the stores, it’s automatically sent to your online shopping cart.
Does price play a big role in Fabletics? People usually associate costly items to be of high quality. But the recent shift in economics has proven that price doesn’t guarantee quality. With Fabletics, they have changed their customers’ approach to cutting on costs, efficient delivery methods, excellent customer experience, top design activewear, and good brand reputation. With all these, the company still manufactures high-quality activewear, and this strategy has largely contributed to the success of Fabletics. The company looks forward to opening more stores adding to the current sixteen stores.
Greg Throgmartin, Fabletics’ General Manager, attributes this success to establishing modern activewear that fits the needs of the modern woman and is a true definition of high-quality.
Kate Hudson has played a significant role in the brand success. Her excellent communication skills, success in the media, and having the Fabletics’ brand at heart saw the company grow to new heights. She loves the fact that the brand inspires women and empowers them to be the best they can regardless of their shape, size, or age.
Kate is also proud of the Fabletics brand as you could see her jog around in Fabletics gear. She uses the products she endorses, and as you know, this is usually not the case with many celebrities.
Be sure the take the Lifestyle Quiz to determine your Fabletics gear best fit.