Kate Hudson is known primarily as an incredibly successful actress, and perhaps secondarily as the daughter of acclaimed actress Goldie Hawn. Those thoughts may soon be irrelevant as she is increasingly admired for her work the athleisure brand that she co-founded, Fabletics. Hudson started the company in 2013 along with her partners and has not looked back since. The positive trajectory of the brand is impressive, especially as the retail industry has consistently struggled in the current economic environment.
One concept that the brand has utilized to much success is reverse showrooming. This concept creates a seamless buying experience for the customer, whether they browse online or live, and carries over to the purchasing experience as well. A great example of how Fabletics has used this concept to their extreme advantage is the way that when a customer tries on a piece of Fabletics at one of their 16 stores or local events, the exact item also appears in their online shopping cart automatically. It is especially helpful for the Fabletics subscribers who receive their purchases at a discount.
Fabletics is so effective in their marketing efforts inside their stores that when customers come in to browse that are not already Fabletics subscribers, they are often members by the time that they leave the shop. In fact, about 25% of non-subscribers have signed up before they leave the store.
Hudson has received a lot of inspiration from her mother, and it is through their relationship that she has felt fearless and empowered to take the risks necessary to run such a successful business. Hudson remains very hands-on in the day to day operations of the brand and she consistently reviews weekly sales data in order to stay informed of how the company is performing overall. Kate believes that to do anything exceedingly well one must be passionate and dedicated to the endeavor. She also believes that such ventures should also be fun!
The Lifestyle Quiz is one of the fun aspects that Fabletics embraces as a way to reach their customers in a meaningful way. The quiz, taken on their website, is interactive and a great way to determine which Fabletics pieces and gear are the right choices for you. The quiz includes data points related to size, fashion sense, and what fits and styles you prefer. After taking the quiz you will know the perfect Fabletics pieces for you!
Fabletics a fashion company has found a way that it can compete with already existed competitors like Amazon; Amazon controls twenty percent of e-commerce fashion market and Fabletics have been able to go head to head with it. Changes in the economy have made people have a different view; unlike when price and quality mattered most, clients want exclusive design, great customer experience, brand recognition and the likes.
Currently, Fabletics has sixteen stores across California, Hawaii Florida and Illinois and they are planning to open many more; this is proof that the strategies they are using are paying off. The General Manager of Fabletics Gregg Throgmartin says that knowing what customers want and offering them at a half price competitors offer them is what is making them successful. The clients sign up for membership in Fabletics and this makes it easy for the company to know its clients personally.
Local online data is used by Fabletics to stock their local shops; membership preference, store data, social media comments are what they use to know what the customers of a particular area want hence stock. They create their fashion according to the current fashion trend and clients preferences according to SVP Operations Dustin Netral. Fabletics show their products both physically at their shop and online.
Fabletics expansion to local areas is helping them become more successful because they are getting more customers. They are moving closer to people and bringing clients preferences hence getting in touch with their cultures. They balance consumer education, experience, and lifestyle and has made them have thirty-five percent growth rate yearly. Shawn Gold, Corporate Marketing Officer of TechStyle Fashion Group, said that quality product, at a reasonable price, creative team and great media is what promotes growth.
Building relationship is an important aspect of Fabletics success and has turned browsing into an exciting activity. The membership platform has gained popularity and a good number of customers sign up before going to the store and more members register while at the store; clothes they try on is added to cart.
Fabletics is a subsidiary of TechStyle and was founded in 2013 by Adam, Ressler and Kate Hudson. For the past three years, it has gained popularity and has been receiving positive reviews from customers and even competitors. The company’s management has found a way of making sure they can rise in the competitive field and with a great team, they deliver what customers want.