Fabletics is all the buzz right now when it comes to athletic wear. From the looks themselves, to the adorable marketing campaigns, Fabletics has become the go-to place when women look for athletic wear. What is interesting is that although Fabletics has become a household name, the company is just a few years old. It was launched in 2013 and since then has seen 200% growth and over 600% growth from 2015 to 2016. Fabletics has done $250 million and has over one million members. The numbers climbs every day.
Fabletics is highly successful due to the original strategy to use the reverse showroom technique. A reverse showroom simply means that instead of people having to visit a physical location, they can have the entire shopping experience online. Today’s consumer often visits a store to get a feel for the clothing they might want to purchase. While they may try on clothes, people often end up finding a better price online. Physical stores also have a great deal of overhead capital, driving the prices of clothing up. Fabletics wanted members to have the complete convenience of doing everything from their phone or computer.
The reverse showroom model is also great because there are points for interaction with the brand that help Fabletics deliver a better customer experience. Companies have no way to track how many times an style of clothing was tried on, but in the digital space Fabletics can monitor how many times something was clicked on. This can be done with ease and provides Fabletics marketing team with deep analytics. This data can then be used to stock more of what members want and choose new pieces similar to the ones that are most popular at any given time.
When Kate Hudson co-founded Fabletics, she wanted to be much more than the face of the brand. She is very actively involved in Fabletics. Her policy was that she would never put her name on something she didn’t truly believe in. She wears Fabletics all the time and believes in what the brand stands for: fashionable, quality athletic wear for women everywhere. In fact, she believes this so strongly that Fabletics is in the process of rolling out a line of athletic wear that will be made for plus-sized women.
If you aren’t a member yet, Fabletics has an adorable Lifestyle Quiz on their website that takes just a few minutes.
Fabletics is a company that is growing at a very rapid rate. Kate Hudson is the co-founder of this company, and she realizes that she has saturated the online market.
With an online presence of close to the decade Kate realized that it was time to put more focus into grabbing the attention of offline shoppers.
It is true that she has been able to build the website and expand to other areas like Canada and Australia. Her customer base has grown strong in these areas as well, but Kate still knows that there is a lot of great potential that is untapped with the offline crowd.
She realizes that with the dozen of stores that she has in the United States that there is a growing demand for more of these locations. Women that are working out or going to want to try clothes on and take a look in the mirror at themselves before they make purchases. This is what is driving the success of the brick-and-mortar stores. This is what Kate Hudson realizes as a golden opportunity so she actually puts more time into building the physical stores up. People are going to be highly impressed with the upcoming stores because it gives them a chance to see many of the garments that they may have been on the fence about buying through the website.
When women go into physical stores they have a chance to go into the fitting room and see how these garments are going to look and feel. This gives women a better chance to figure out how they may actually be able to work out in some of these clothes.
There are a large number of people that are interested in Fabletics because Kate Hudson presented this as a brand that is different from anything else that is out there. More people are able to see how this brand is different from other brands because they can look at the connection with Demi Lovato. They can look at the connection that Kate Hudson has in designing the activewear line. There are so many elements to Fabletics that makes it a unique company that does not follow what other companies are doing. This is what Kate Hudson wanted. She wanted her company to stand out as one that would not get boxed in as another athletic clothing company with nothing unique to offer.
Fabletics is the type of company that may be able to become a leader in athletic clothing because the person that is pushing this company forward is so passionate about what she is doing. That is the thing that sets Kate Hudson from the rest. She is someone that is incredibly passionate about what she is doing. She does not want to let her customers feel like they are simply looking at the same tired clothes from one website to the next. Kate Hudson wants Fabletics to be a breath of fresh air to consumer that need more athletic clothing.
Amazon has not had any real competition in the women’s clothing market in some time. To show how dominant Amazon has been in the fashion e-commerce market, we only need to look at the fact that they are taking in about 20 percent of all the sales in this extremely competitive market. That leaves thousand of clothing companies all fighting for the remaining dollars, so small pieces have to go around to all. Kate Hudson’s Fabletics is not content on scratching and clawing for scraps, they have been making waves of their own. In under three years, Kate Hudson’s Fabletics has sold $250 million of women’s active-wear and workout clothing.
When Hudson gets to talking about her athleisure brand, the credit always seems to go to the sales technique known as reverse showrooming and her vast membership perks. To be able to get a better understanding of how these two work side by side, we need to first visit the Fabletics stores in local malls. These women are doing more than buying yoga pants, tank tops, or leggings, it is a shopping experience. These customers are taking the Fabletics lifestyle quiz, applying for membership, window-shopping, and trying on all the active-wear in the stores.
The real secret to the success of this workout apparel company happens online. Visiting the Fabletics e-commerce store, you see something quite unique happening. Since you were already shopping in the mall, those items you tried on were instantly uploaded to your member account. What these women are doing online since they already know the active-wear fit is simply stuffing their shopping carts with as much clothing as they can. In this highly competitive fashion e-commerce market, this gives Kate Hudson’s Fabletics an advantage that few can compete with, and the increase in sales each year is a clear indication they have found a winning formula.
The perks of being a Kate Hudson‘s Fabletics member also include help from a personal shopper, discounts on workout clothing, and free shipping for the online orders. This is a shopping experience many customers fall in love with and go on to become loyal Fabletics customers for the long haul. While Amazon is charging their members up to $80 to get discounted shipping for one year, Hudson’s Fabletics is piling on the free benefits just because these shoppers are loyal to the brand and spending their money in record amounts.
Kate Hudson teamed up with JustFab Inc. Co-CEOs to launch Fabletics in 2013, after seeing a significant gap in the active wear retail space. They offered stylish, good quality workout gear at an affordable price.
So what is Fabletics? Fabletics is an online American member-based fitness store that sells fitness apparel, sportswear, and accessories, commonly known as athleisure. Their clothes are designed to be fun, easy, and take you out from the fitness studio to real life effortlessly.
Fabletics has rapidly grown since 2013. For the company to succeed in fashion when Amazon controls 20% of the online fashion market is no easy task. The subscription mechanic that Fabletics has adopted has been part of the reason for success in the $250million business. This membership model allows for personalized services and trendy clothes and accessories at half the competitors’ prices.
There are two kinds of members in Fabletics; Regular members and VIP members. Signing up as a regular member is pretty easy. All you need is an email address and a password, and you can shop for fitness apparel at regular, slightly more expensive, prices. VIP members, however, get discounted prices, deals on the apparel all at no extra shipping charges. The catch is that VIP members are charged a monthly subscription fee of $49.95 which could be applied to goods shopped unless you decide to “skip” a month.
Another major strategy for Kate Hudson’s Fabletics success is the “reverse-showroom” technique. This is a technique that allows customers to first browse for the product online and then buy it in store after getting a chance to see it in person. Fabletics has cleverly stocked up physical stores based on the data gathered from the online users browsing habits in a particular area.
Kate Hudson’s motivation to materialize stylish and affordable fitness wear has been one encouraging journey. She shared her 5-point recipe for success which has continued to grow her business and produce sales:
The first ingredient is to identify marketing opportunities. Her second recipe is to stay hands on in your business. Element number three is to rely on big data to make decisions. Four is to get inspired and lastly to believe in yourself and take risks.
Fabletics has indeed become a force to be reckoned with. And it all began with a sign-up. Why not try it today. You never know, you just might get hooked: https://www.fabletics.com/get-started