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.