Fabletics: Fashion for Different People with Different Purposes

People shop for clothes and use fashion for different purpose. There are tons of different reasons that people dress up. One of the most common reasons that people try to dress up is to impress others. Often times, these types of people go shopping and take their friends with them in order to help them decide on what outfit they should buy. There are advantages and disadvantages to this. One advantage to this is that the customer could get insight on what other people think will look good on them. Therefore, they will have a better idea of what to buy in order to impress others. However, the downsides is that the customer might see something she likes deep down, but won’t buy because her friends don’t like it. Another downside is that she won’t know what to buy without her friends.

 

Another purpose for fashion is for the customer to dress for and please herself. This gives her a lot of room to shop for clothes that she truly likes. One of the greatest advantages is that she gets to wear the types of clothes she likes. The only disadvantage is that she might not impress those she wants to impress. However, some people are impressed with the courage to be adventurous in fashion.

 

In order to be able to experiment and find unique styles, it is important to find the right store. Among the stores that offer unique fashions is Fabletics. One of the unique aspects of the store that make it stand out from all of the others is that it offers clothes that have a twist to them. These types of clothes are athleisure clothes. They are active wear clothes that have a certain style to them that make it suitable for occasions outside of working out.

 

The founders of Fabletics, Don Ressler, Adam Goldenberg and Kate Hudson want to make sure that they are sending the message that fashion is meant for self expression and discovery. People should be given the chance to wear what they want and enjoy their own styles so that they feel important.

How Fabletics Meets Consumer Demands

Grossing about $250 million in just three years, Kate Hudson’s Fabletics athletic wear company is currently one of the top fashion companies competing with Amazon. Fabletics main success comes from their subscription service. Fairly new to the market, subscription services offer packages delivered monthly right to your doorstep. The packages are tailored to individual preferences and can be altered each month in order to fit the consumers specific needs. Kate Hudson’s line of active wear offers unique designs, easy membership access, quality material, and a one of a kind shopping experience.

 

Fabletics is unlike any other retailer on the market today. The company offers what is known as “reverse showrooming”, meaning that they encourage customers to browse clothing online or shop in store. When shopping inside of an actual retail store, clothing items will automatically be placed into the customers shopping cart on their online account. They get the best price through the store itself instead of having to try and look for the best bargains by browsing through different websites.

 

Many millennials today are more health conscious than past generations and have more of a relaxed standard when it comes to clothing. Kate Hudson took this as an opportunity to create a more customer friendly market targeted specifically at these growing trends. She realized that the lines of athletic wear on the market were pricey and didn’t offer much of a variety, so she decided to sieze the opportunity to change that. Her brand offers sizes for all body types and wants to inspire people to workout more while living healthier lifestyles.

 

Hudson personally analyzes sales data on a weekly basis and takes charge of her own marketing. One of the most personalized experiences she offers to her customers is a quiz that helps determine the pricing and style of her clothing. Since Fabletics sells directly to the customer, Hudson values what the customers opinions and ideas. Her inspiration derives mainly from her mothers philanthropic work. She wants to delve deeper into that type of work herself and is determined to do so by focusing on her main motto which is to live out your passion. Make sure to check out the Fabletics lifestyle quiz to find out which Fabletics gear is best for you!

How Kate Hudson’s Fabletics Is Taking On Amazon

For any clothing brand, it is often difficult to penetrate a very competitive market. Nowadays, it seems that everyone has started some type of niche. Considering that Amazon also covers every kind of clothing, it is hard to imagine that any new company would give a hard time to Amazon. Perhaps, the only thing that comes to mind is innovation.

 

Luckily, few companies, such as Fabletics, have devised a model of sales, which is difficult to imitate. In only three years, Kate Hudson’s brand, Fabletics has generated revenue of more than $250 Million.

 

The success of the Fabletics is mainly due to its sales model, which relies on the concept of reverse showroom technique. To understand the sales strategy, it is important to know that Fabletics started as an online subscription based store, which offered exclusive designs at a great value to its members. As the catalog grew, membership also increased because everyone started to associate Fabletics with a brand that sells fashionable sportswear and accessories for women at half the price of its competitors. Every month, Fabletics rolled out new designs and offers that were almost too good to pass away.

 

The success of the online subscription and catalog model was followed by physical store openings across major cities in the United States. Mostly, these stores are located in prime locations offering easy access to a majority of subscribers. The integration of online and offline methods is an example of reverse showroom technique, which allows customers to try their favorite outfit before buying it. While other stores such as Amazon primarily rely on online sales, the sales strategy used by Fabletics is effective because customers not only get amazing deals using the online subscription method, but they also get to try the outfit.

 

Once in the store, exceptional customer service and product offerings based on customer preference allows the customer to quickly make a final decision. In fact, the management of Fabletics indicated that anywhere from 25 percent to 50 percent walk-in customers in the store already know what they are looking for because these customers are paid subscribers of the catalog. Interestingly, almost one fourth of first time visitors also get memberships while visiting the store, which allows them to buy clothes at a significant discount.

 

The integration of online and offline strategy has worked for Fabletics as the brand saw a 35 percent year over year growth. There are in-house media and creative teams, who are actively working on data science and return on investment to showcase the best products at a great price. As for Fabletics, it has plans to open 75 to 100 new stores in the next three to five years.  Already, celebrity brother of Kate Hudson has jumped in to promote men’s wear, which is as attractive as the popular women designs.