Fabletics has become a very well-known household name in the last few years. They are not just another athleisure brand that is expensive and monochromatic. Fabletics has broken the mold as far as athleisure wear is concerned. The brand offers trendy clothing for the active lifestyle that is colorful and eye-popping and at a price that is affordable. Plus, Fabletics offers the convenience of a monthly subscription and personalized service.
Instead of going the usual pop-up method that many new companies do, Fabletics took the time to really feel out their customer base and took it slow. This resulted in a steady growth that has proven to be very successful.
While many companies are feeling the effects of “showrooming” Fabletics has been able to avoid the negative impact of customers shopping for better prices elsewhere. When shoppers can’t find a good price, they will buy it at a lower price somewhere else, and the store loses business. But with Fabletics, the customer is already getting the best price, and they can’t get their unique athlesiure anywhere else, so they get a happy customer who shops in their store. About 30 to 50 percent of their customers are already members, and another 25 percent will join the monthly subscription in-store. Plus, all purchases made count toward their monthly shopping cart. It is a win-win for everyone involved, and everyone is pretty happy.
There is good a reason why so many love Fabletics. Even celebrities such as Demi Lovato have partnered with the rising brand. The brand is much more than trendy clothes to wear to the gym. Fabletics is all about making people feel great about their bodies, and they are about looking great, feeling great, and performing in comfortable clothing. Kate Hudson promotes her own brand. She is active and wears her designs. She also stays involved with her company and knows what is selling and what is not.
For an actress that has no background in business, Kate Hudson has done very well. She has found a niche and has honed in on an area that needed to be improved. Fabletics has its new members take a Lifestyle Quiz that helps the company to know what it is that their customers want. It also helps them to offer a very personalized service. Kate is very hands-on, and she cares not only about her company but about her customers as well.
Richard S Stephens founded The Academy of Art University in 1929, as a “for profit” institution located in San Francisco, California.
Since 1929, the Academy of Art University has been the leader of innovation and creativity. The academy is located in San Francisco, and both have grown up together, proving to be an excellent connection for inspiring talent.
The 21st annual runway showcase for the Academy of Art University’s School of Fashion was held on September 9, 2017. This event is held each year as a means of debut for ten of the most recent BFA and MFA graduates; a way of introducing their newest women and menswear collections to colleagues, peers, and future customers all over the world, showing them all what these two groups of graduates have been able to create in collaboration.
What is so amazing about this fashion event is how so many of these graduating designers, with such various and diverse cultural and ethnic backgrounds; from the United States to China and every where in between; can come together and put on such a beautiful and successful fashion event. These designs are some of the most interesting styles and fashion ideas that have attracted a very prestigious and impressive audience including, none other than: Ms. J. Alexander, from America’s Next Top Model, and Sara Kozlowski, Director of Education and Professional Development at CFDA.
All of this hard work that these young, upcoming designers have done to put together a successful showing for their hopefully future mentors, peers, as well as the entire world is to view and critique their designs, and it will all be over in a matter of a short fifteen minute showing on the runway; it is all about that “fifteen minutes of fame” and the hope of someone liking one of your designs enough to pick you up and either mentor, or hire you to design a new line for their fashion house. It all rides on those fifteen minutes on the runway.
Kate Hudson and Fabletics is making their mark in the fashion e-commerce market. That puts them squarely in competition with Amazon which dominates the market with a 20% share. Fabletics has earned over $250 million in only three years in the industry. They are making waves in the growing active wear movement with their powerful mix of aspirational brand, convenience and affordable membership. They are redefining what it means to be a high value brand through their innovative subscription mechanic which they are using to sell their comfortable, stylish clothing.
Led by Kate Hudson the company is using last-mile service, gamification elements, exclusive designs, brand recognition and incredible customer experience to shoot ahead of its competition and even challenge Amazon. Fabletics has captured the modern consumer through its use of the new determinants that define a high-value brand. Part of the secret to its success is its strategy and positioning. The company has now begun to open physical stores in California, Florida, Hawaii and Illinois and plans to open as many as 100 worldwide over the next 5 years.
Fabletics membership model enables them to provide personalized service as well as on-trend fashion at a fraction of their competitors price. The company uses information gathered from their customers membership survey and online and input from fashion experts to give them the clothing they want to suit their lifestyles. Kate Hudson and Fabletics also effectively use “reverse showrooming” to increase sales in-store and online by leveraging browsing and build relationships. They also host local events and activities as another element of their service.
Fabletics is a fitness apparel company that uses a monthly membership structure. Their VIP members get their first outfit for only $25 and monthly curated 2-3 piece outfits for between $49 and $59. Plus if they don’t like the outfits members can skip that month and pay nothing. Upon joining members take a survey which asks about their workouts, lifestyle and the style of clothing they prefer. Each month they can choose from over 50 outfits. Fabletics also makes finding stylish, comfortable, versatile clothing from all over the world a breeze.
Kate Hudson and Fabletics are succeeding for four major reasons. First they offer good quality clothing that hold their shape and make people look great at an affordable price. The clothing comes in an impressive range of styles, colors, bold patterns and sheer fabrics. Fabletics also offers a more solid value than their competitors for its capris, tank tops, leggings and sports bras. Plus their website looks great and is easy to navigate and use. The company also offers excellent customer service that prides itself on quickly resolving any issues customers have.
Watch out Amazon. Fabletics is showing 35% growth annually, offers great clothing that fit well and comes in a wide range of colors at a great price. They are transforming the online e-commerce fashion industry and attracting millions of customers from all over the world with their unique blend of style, comfort and shopping convenience.