Fabletics: A New Era Of Online Shopping

Succeeding in the Fashion industry when Amazon holds major shares of e-commerce market are no easy thing, and that’s what Kate Hudson’s Fabletics is doing, raising a business worth US$250 million in a matter of few years. Fabletics uses a mechanism of subscription to sell clothing to their customers. The premise is plain and simple, consumers like brands that seems aspirational and that push an individual a little, mix that with membership and convenience and you have a strong combination. So what is the vision in it? General Manager of Fabletics, Gregg Throgmartin, says it is building a reimagined and modern version of ‘Top brand’ from the day one; “Membership model as defined by Fabletics is what allow its users to offer on-trend fashion and personalized service at half the price of its competitors. It is lots easy to make individuals happy when you know what they want and who they are.”

 

Unlike the counterparts who are “getting fired” by showrooming, where the user browse offline but then purchase items economically elsewhere, Fabletics have reversed a model because of the exclusive way they began. Despite a negative thing, Fabletics have turned web browsing into a positive thing. Fabletics have gone the pop-up store route however their strategy allows them to build relationships, be trusted on and get to know the local market even better with the help of events and different other activities. As an outcome, almost fifty percent of the people who walk through the door are members already, and another major percentage become a member at the store. Fabletics doesn’t care if a customer makes the purchase in store; retail is another element of its service.

 

Fabletics isn’t without the challenges but as a company moves and evolves into all new territories (and with other competitors) the balance of lifestyle, customer experience, and consumer education seems to be paying off. Fabletics can also list among a rising army of nimble, risk-positive and data-aware brands who comprehend “new” consumer. Whether it’s smart distribution, innovative membership programs, and fast purchase options, brands such as Fabletics are not without contestants and challenges from every side.

 

If you aren’t familiar with Fabletics, it is a fitness apparel company maintained by Kate Hudson who operates on a structure of monthly membership. If you join them as a VIP Member, the first outfit is just US$25, and you get discounted prices on a la carte items. When you join Fabletics, you should go for a survey to know about the types of workouts you do and styles of outfits you like (tanks, shorts, capris, etc.). Later on, at the commencement of each month, outfits are picked out for you. Their website is simple, easy to navigate and looks very nice. And it is very easy to place an order even if it is your first time because of their easy to use interface. But when you factor in things such as item availability, shipment times and sizing, ease of use is the one that would come on top.

The Triumph of Fabletics

These days, everybody’s trying to start their own business. But thanks to celebrities and pop culture, the only businesses people want to start are fashion companies, or they want to create the next big trend. In reality, most celebrity-owned businesses only succeed as long as that celebrity stays famous.

That is not the case when it comes to Kate Hudson’s Fabletics. Kate Hudson’s always been known for her brilliant sense of fashion; she’s a fashion icon. But she didn’t just start any kind of fashion brand; she started Fabletics, an activewear fashion brand.

In recent years, more people have become health-conscious. As health becomes part of their everyday life, young people wanted their fashion to suit the new life style. Activewear, or athleisure wear, combines workout clothes with the laid-back feeling of casual wear. People, in particular, millennials, can go straight from the gym to hanging out with friends.

Fabletics found success where many others failed. With Amazon dominating, it’s nearly impossible to succeed in fashion. Thanks to ingenuity, Fabletics bridged the gap between fitness wear and stylish fashion; making itself a huge success in the process. That’s why Fabletics is now a $250 million company.

It wasn’t easy for Fabletics to find success in today’s market. Success in any industry is no longer as easy as it once was. In the past, companies only needed to have good prices and quality products or services. These days, consumers care about more than price and quality. Companies have to go that extra mile for their customers.

In Fabletic’s case, going the extra mile was always part of the plan. That’s why they chose to use a subscription mechanic in the first place. This allowed them to get to know each member on a personal-fashion level. And now that consumer-brand relationship is reflected in Fabletics stores all across the country.

For their physical stores to succeed, Fabletics relies on member-brand relationships. They also use special events to get to know the local markets. That allows each store to stock its inventory with products local members are more likely to buy.

Finding something to buy from Fabletics is one problem no one should have. Fabletics even offers a lifestyle quiz that allows none members to see the outfits that would be recommended to them if they were members.