Fabletics: Changing the Athleisure Game

Fabletics, the athleisure clothing brand that Kate Hudson is the face of, has taken the world by storm. The company launched in 2013 and as of this year has about $250 million in revenue and over a million paying members. The company was able to garner this success through the use of a few specific strategies. One of the most interesting is its attention to the “power of the crowd”. The “power of the crowd” generally refers to consumer “word-of-mouth”. Most of the power of the crowd relies on customer reviews. Researchers have found that people pay a lot of attention to customer reviews when they are considering purchasing from a company. In fact, the number of brands including reviews on their website has increased by over 70% since 2014. Reviews are powerful in a few different ways, they not only help the customer, they help the company the customer is buying from. Positive reviews are the kind that specifically help the company in they do so by improving search engine rankings, and attracting repeat customers. Positive reviews help with customer acquisition, loyalty and retention. The customers are the center of Fabletics attention, and it has paid off big for the company.

 

Kate Hudson, the company’s face to the rest of the world, places great importance on the customer experience as well. She, and all of the people at Fabletics have worked over the years to ensure that the quality of the clothing made and the customer service offered meet the highest of standards. In fact, they delayed the original launch of the brand because the quality of the clothing order they had put in was not of the highest quality. A Forbes article highlights the fact that Kate is devoted to making sure the customer is satisfied. Though most people know her for being an amazing actress, she has stepped up as a business woman and is very active in various aspects of the company. She does everything from helping with selecting designs to social media strategizing. According to Forbes, Kate actually looks at which products are selling, in order to help decide what kinds of business decisions should be made. Despite some hiccups throughout the building of the company, Fabletics has been able to thrive because it follow what some might call a “data-driven approach to business”. Kate plays a role in assessing this data because she will not put her name on anything that is not authentic and of quality. Fans of her acting should not worry, however, as she has said that acting is “where my heart is at”.

The secret behind Kate Hudson’s Fabletics Success

About Fabletics

 

They are a fitness company owned by Kate Hudson and operate on a monthly membership structure. VIP members buy their first outfit at twenty-five dollars and get discounted prices on la carte items. The main benefit, however, is you get clothes curated for you each month, and you can get three pieces for as less as $49. Those who do not do anything can skip the month with no charges.

 

Reason to choose Fabletics

 

  • Quality clothes for the value of your money

 

  • More styles so you can enjoy the freedom of choice

 

  • Excellent customer service

 

  • Easy to use

 

Succeeding in the fashion industry where Amazon controls 20% of the online fashion market is not easy. However, Kate Hudson’s Fabletics has beaten all the odds and grown a quarter billion dollars business in three years. They use a subscription mechanic to sell clothes. The idea is simple, clients like products that are inspirational. When you combine this with convenience and membership, your brand will sell.

 

Nowadays, brands are not just defined by quality and pricing. The shift in economics means you have to offer something extra. Things like customer service, gamification elements, and brand recognition are increasingly overtaking the two in determining the success of a product. Fabletic’s strategy of membership has been paying, and it is evident by the fact that they will be opening new stores.

 

So what is the secret?

 

According to Fabletics general manager Gregg, the secret is sticking to their membership strategy since day one. It allows them to offer trend fashion and personalized services to their customers for half the price compared to their clients. He adds that it is easier to make people happy when you are aware of their tastes and preferences.

 

Ways Fabletic’s are running physical stores differently

 

  • Encouraging reverse showrooming

 

When competitors are making losses because of showrooming, Fabletic’s is taking advantage of it. Showrooming is where clients browse offline then get the items elsewhere. Fabletic’s have turned this into a positive way. Their current model enables them to be trusted, and to know and understand the market better.Majority of the people who walk in are already members.

 

  • They understand having online data is crucial but getting success; you have to do more.

 

Fabletics offers the right content to all its customers. They use the online preference data to stock stores with products that will only please their customers. Their stores are stocked using membership preferences, social media feedback, and sales activities.

 

  • Their growth is due to focusing on client’s, culture, and accessibility

 

Although Fabletics has its challenges, the balance of consumer experience and lifestyle is improving as they continue to grow. The growth has been attributed to quality products at affordable prices due to their great model. They have been listed as one of the fastest growing brands, aware of the new consumers.

 

In conclusion, although Fabletics will have competitors, they seem prepared to handle them and stay winning.

Even Amazon Is Surprised By The Success Of Fabletics

Fabletics is one of the few companies that can surprise even its competitor. Fabletics is a brand specializing in workout wear of the high-end types.

 

It is interesting to think and analyze the reasons behind this kind of success in such less time. One reason for this success can be the brand getting launched at the right time. The perfect time is now as fitness is at its peak. People understand the importance of fitness now. Hence they gear up for it much more than before. But they are not ready to miss out on fashion here. This is because they wish to combine fashion and fitness together. Thus they are always on the lookout for the latest as well as trendiest workout wear. Fabletics is doing exactly that for them.

 

Even Amazon has been surprised with the immense popularity received by this brand. Another reason is Kate Hudson who fronts this brand. People are mesmerized as she is an icon. She is known for her beauty as well as talent. Her image has played a big role to promote this brand. Kate Hudson is into fitness also. People get highly impressed once they realize a celebrity such as Kate endorsing the brand. This is because they want to know what clothes she selects and what she wears when she goes for her workout sessions. They would like to follow her by wearing the same and looking gorgeous like her. Now Fabletics is providing them this option.

 

Fabletics approaches its business in a unique way. The focus is on knowing the customer in order to know their preferences. It is not directed towards sales. Hence any customer who visits the store or even their site is asked to participate in their lifestyle quiz. This happens before the visitor starts to browse. This quiz gives lots of relevant information about the style and workouts of that person. These questions pertain to the type of workout usually done, and at which location. Next are questions regarding the typical taste of the visitor with regard to workout clothes. Hence the questions would be regarding preference for shorts or leggings and so on. Next are questions about the favorite color spectrum, the texture of clothes and their material and so on. There will be questions on the build-up of the person in order to know the measurements. Fabletics will know about the preferences this way and update it at the backend.

 

Now Fabletics sorts out clothes for the person, and this makes them feel happy and special!