Fashion industry has continued to experience a throat-cut competition in the recent past. Competing for the same customers with an established brand such as Amazon which controls nearly 20% of the e-commerce fashion market is not easy. Surprisingly, that’s exactly what Kate Hudson’s Fabletics has done successfully for the last 3 years. The organization has employed a subscription approach while selling activewear products, a technique that has seen it generate $250 million within the period.
Unlike other high value brands that positioned themselves on the basis of quality and price, Fabletics has ventured into a unique combination of approaches in their effort to win the game. The brand has used convenience, and membership techniques to grow their consumer base and revenue. With modern fashion consumers paying little attention to price and quality approach, Fabletics has narrowed its focus to improved customer experience, last-mile service, and exclusive design among other tactics.
The innovative approaches have helped Fabletics differentiate itself from the competition. The firm has continued to grow and is reportedly planning to open additional physical stores. According to Gregg Throgmartin, Fabletics’ general manager, the firm’s top secret is on how they’ve redefined ‘high value’ from the modern consumer’s perspective. He explains that the brand’s membership model has enabled it to not only offer high quality products at affordable rates but also design customized customer service. The company has found it easy to meet consumers’ expectations because it clearly understands their needs and wants. You should consider taking the Lifestyle Quiz in order to establish which of the Fabletics’ gears best suits you.
Fabletics thrives through reverse showrooming
Fabletics’ unique foundation has enabled it enjoy huge benefits from showrooming, a concept that has proven unyielding to several of its competitors. Through its reverse model, the brand has used online platforms to build beneficial relationship with its customers. Showrooming has significantly helped the business in creating product awareness as well as build customer loyalty. It’s reported that about 40% of consumers walking into either of the company’s stores are registered members while 25% of those visiting the store become members.
Kate Hudson is proud of the athleisure brand
While celebrating Fabletics’ first ever partnership, Gregg Throgmartin explained how valuable Kate has been to the firm. The president confessed to the attendees that Hudson is highly approachable has continued to show great commitment from day one of the venture. Kate plays a center role for the business always walking together with the team, monitoring sales, and only going for authenticity. Through her initiatives, the brand upgraded customer service among several other aspects earning Fabletics a top rating from Better Business Bureau.