It can be incredibly tough for businesses to thrive in the fashion world these days. Amazon is at the helm of a good portion of the online fashion shopping universe, after all. Fabletics, however, is a company that’s actually managing to soar in this competitive era. It’s become a $250 million wonder in merely a few years. Fabletics is a prominent athleisure brand that’s owned partially by famed actress Kate Hudson. Fabletics is interesting due to the fact that its brick and mortar shops make use of a concept that’s known as “reverse showrooming.” Fabletics has transformed browsing for clothing in a big way. It gives people the freedom to be able to look at items in person with their very own eyes. It also gives them the ability to complete their purchases on the Internet. That’s because the people who visit its locations are often existing members. They frequently become new members during their shopping trips as well.
Kate Hudson is without a doubt a big factor in Fabletics’ online glory. She’s been a prominent actress in Hollywood for many years now. She even received an Academy Award nomination for her role in “Almost Famous” back in 2000. Her hits in the cinematic world have only kept coming in the years after that. Hudson has been indispensable for the Fabletics team. She makes a wonderful and irreplaceable “face” for the athleisure company. When people imagine Kate Hudson’s lifestyle, breezy and carefree thoughts frequently come to mind. They picture Hudson lounging around with friends looking stylish and meticulous. They think about her constantly moving and engaging in physical activities of all kinds. They also think about her personality. Hudson is often considered to be a welcoming figure in the entertainment world. These things all contribute significantly to her charm. Hudson has been drawing movie lovers in for years and years at this point. She’s now attracting fashion lovers.
Hudson is a businesswoman who is 100 percent passionate about her work with Fabletics. She’s an avid designer who loves introducing fresh and interesting new concepts to the athleisure realm. Hudson isn’t only a businesswoman. She’s also a well-rounded person who wants to make the most out of life. She juggles children, a busy career, physical fitness and so much more. That’s the reason it’s no surprise that Fabletics’ target audience members are so endlessly intrigued by her abilities. Complete the Lifestyle quiz A.S.A.P.!
Fabletics is a leading sports apparel company. The company was founded four years ago, but they have managed to gain a competitive edge over the likes of companies such as Athleta and Lulu Lemon and now they are threatening to take over Amazon in the online retail market for athletic wear. Here is what has led to Fabletics gaining a competitive edge, over this industry moguls, in such a short time.
The sports industry is a critical factor in the sports industry. Because you can only own so many pieces of these wears, it is important that the ones you have be in a position to stand the test of time. You need to ensure that they don’t overstretch with time. Also, it is important that you ensure they don’t fade once laundered. Additionally, the sewing needs to be cooperative and not tear in the middle of your exercise. And, the fit needs to be just right so that it can support your muscles as they move through the motions. Fabletics thrives at offering great quality products. That is why they have been able to grow to sales worth over $250 million in just three short years.
Fabletics is the true meaning of value for your money. For less than $100 you can get two or three piece outfits. These are outfits that you would otherwise get for double or triple amount, if you are shopping other brands. With each piece, you can choose from a variety of designs, patterns and colors to fit your preferences.
Fabletics understands how important advertising is. Hence, they have invested heavily to ensuring that more and more people know what they sell. In most of their commercials, you will find Kate Hudson modelling various pieces. This gives people the confidence to come to their stores and purchase their products.
When Fabletics first started, in the year 2013, they only designed and sold women sports apparel. But, currently they have diversified to cater for men and children. The result is a larger market, enabling them to increase their profitability pretty fast.
Reverse Showrooming Reverse showrooming is the art of capitalizing on a market that only uses your store as a showroom and turning that around so that they actually buy from you, instead of someone else. To this end, Fabletics use a membership program. The VIP program allows customers to purchase every tem at a discounted price. At the beginning of each month, VIP members are credited $49.95. This amount is used on shopping for the month. However, it is entirely up to you. You can choose to skip the month and you will be charged zero. Because you have nothing to lose and have everything to gain by being a VIP member, many people choose to join. With this strategy, Fabletics testify that at least 33% of their online store visitors leave as buyers.
If you have been keen on following the social media accounts of stars such as Miley Cyrus, Kim Kardashian and Taylor Swift among others, you might have noticed that they seem to carry EOS lip balm products everywhere that they go. It is interesting to see the change from the traditional chapstick to the new, colorful and stylish orb-shaped lip care products. The amazing thing about the package is the shape to the fragrance and the interesting sound that the packages make when you shut them. However, the journey to beating the industry veterans and overtaking the shelves’ on the lip care aisle was not an easy one.
When the founders of the line started thinking about creating the product, the first thing they wanted to do was look for a replacement that would be more than just another rand on the shelves. They knew that knocking off a few cents from the normal cost of the product would not be enough. The idea to create a different design of product was the first step towards their success.
The second step was getting a person who would agree to stock EOS lip balm products. They tried many places, but it was one manager at Walgreens that gave them a break. Soon, the product was flying off the shelves and Walmart and the online outlets like eBay were stocking. Then, they needed brand ambassadors that would appeal to their target market of young people. They picked a few stars such as Demi Lovato, Miley and Nina Dobrev. Within no time, the brand was trending on Facebook and social media and they had gained a cult-like following.
The current sales and the projected sales of the future indicate that the company is getting stronger and selling even more. With their carefully manufactured and safe line of products, the sky is not the limit for EOS.
Building a successful online fashion business is no easy task in the modern world. Especially since foraging into the online retail business means taking on competitors like e-commerce giant, Amazon. Kate Hudson’s Fabletics has found an innovative way to be successful with both their online and physical stores. Fabletics uses a subscriber service to allow customers to buy online or in stores for a fraction of the cost compared to other high-end activewear brands. This convenience, in addition to fashion-forward styles, creates a pretty potent recipe for success.
Fabletic’s subscription model gives members a more personalized experience whether they shop online or in stores. By utilizing a reverse showroom tactic, it doesn’t matter whether customers buy online or in stores. In fact, when a customer tries something on in one of Fabletics’ retail stores it also goes into their online shopping cart. Where other businesses are hurt when a customer browses in-store but buys online for less, Fablectics wins either way.
Member data also allows Fabletics to tailor stores according to customer preferences. Since a large number of people visiting their stores are either already members or become members in-store, they can use local member data to stock trends that are more likely to please customers. Combining that data with point of sale information, heat-mapping data from stores and social media trends further allows the company to personalize their consumers’ retail shopping experience.
Fabletics faces big competition from other online retailers. Their innovative use of the reverse showroom technique allows them to be adaptable and receptive to changing trends in both fashions and how consumers shop in today’s world. With the steady growth the company has seen, it’s clear their business model gives them an edge.
Fabletics was founded in 2013 by Kate Hudson, Adam Goldenberg and Don Ressler as a subsidiary of JustFab, now know as TechStyle Fashion Group. The company began as an exclusively online retailer but has opened 16 stores as of last November. Members receive an e-mail every month advertising new styles. They have until the fifth of the month to decide whether they want to shop or skip the month. If a member does neither by the fifth, they’re charged $49.95, which goes onto their account as a credit which they can use for future purchases. Prices are substantially less than that of other high-end athletic wear companies’. The quality though is definitely comparable, providing a much more economic option for stylish workout clothes.