Fabletics has achieved what seemed to be the impossible. Fashion is a hard enough industry to succeed in, but with Amazon controlling 20 percent of the entire industry’s e-commerce market, succeeding in fashion is even harder. Despite the odds, Kate Hudson’s Fabletics is doing just that.
Kate Hudson has brilliantly grown Fabletics into a $250 million business in just three years. Part of Fablietic’s success comes from its participation in the ‘activewear’ movement. Activewear has become very popular among millennials. It’s athletic wear that they can also wear when out and about. And Fabletics is one of the most affordable brands making activewear.
Having affordable products isn’t all Fabletics offers. Especially today, consumers want more than just good prices. High-value brands are no longer based on price and quality. The modern consumer wants something more for their favorite companies. These days, companies are focused on created better customer experience, last-mile service, and brand recognition.
Like another e-commerce companies, like Warby Parker, Fabletics is expanding into the real world. Its strategy of opening physical stores is paying off big time. Currently, the brand only has 16 stores in places like Hawaii, Florida, and California. Soon, it’ll be ready to open more stores.
Fabletics even invented an innovative strategy to opening its physical stores. Most retail stores get killed by people looking around their stores but never buying anything. People do that because they’re going to buy what they want from another company online for cheaper. Fabletics figured out a way to use people’s browsing habits to boost sales at its stores.
Fabletic’s retail stores host events and other activities to get to know the local markets and build relationships. Those stores use the knowledge to stock their inventory with products that customers in that area are more likely to purchase, thus, making the customers feel special.
There are a lot of people talking about Fabletics, but the brand’s biggest accomplishment is price. Everything about Fabletics can easily rival that of other more expensive brands, but Fabletic’s prices have no competition. Members can get two or three Fabletics items for the same price of one pair of Lululemon leggings. Better still; members can skip monthly membership fees if they aren’t going to buy anything that month.
Anyone interested in Fabletics should take their lifestyle quiz.