Nobody knows how to work activewear quite like Kate Hudson’s Fabletics. Even when Amazon controls a large chunk (20%) of the fashion e-commerce market, Fabletics continues to grow exponentially. In just three years, the business was able to accumulate up to $250 million in sales. The brand utilizes the notion that people like a brand that is inspirational and that speaks to them. Fabletics takes the inspiration, puts it together with membership and convenience and uses it as a powerful tool to reach their customers.
Besides quality and price which have historically defined the success of a brand, today, a brand must bring more to the table to ensure success. To ensure high value, Fabletics has been able to position and strategize themselves for the success they continue to encounter. The brand has allowed its client base to access a unique membership model in which it offers trendy fashion and personalized service at lower prices than their competitors.
How Fabletics have strategized their physical stores
Fabletics know their clients on and offline. The physical stores are thus stocked according to the customer data that they gather online. Fabletics has studied the sales trends in specific regions and use this knowledge when stocking stores. A product that performs well in a certain area is thus stocked in a related store. They have been able to build strong client relationships because of their local market knowledge. This can be proved by the statistics; approximately 30-50% of those walking into the Fabletics store already have a membership with the brand and an extra 25% become members while there. Retail is, therefore, an element of service for Fabletics.
- Online data strategy
Fabletics understands the importance of having the right content both in the digital and physical realm. They use the data they have collected online to understand customer preferences when stocking physical stores. As clients’ tastes and trends change, the brand adjusts as well.
- Focus on people, culture, and accessibility leading to growth
The company has been able to balance lifestyle, customer experience, and consumer education to get the best out of their clients despite increased competition and venturing into new territories. The brand understands the contemporary consumer and is risk positive and data aware. With a combination of innovative membership, smart distribution, and a variety of purchase options, Fabletics has created an arsenal that centers itself on the consumer and is able to give the consumer the best brand experience online and offline.
In 2017, things have only gotten better for Fabletics as it launched its first collaboration with yet another powerful celebrity, Demi Lovato. Demi reported that she loved what the brand stood for. What was founded in 2013 by Adam Goldenberg and Don Ressler in collaboration with Kate Hudson has seen tremendous growth in an industry that was once littered by generic products. Kate believes in her brand and is dedicated to it, which her co-founders believe has greatly propelled the brand to its tremendous growth.
Are you wondering which Fabletics gear would suit you best? Well, feel free to take the Lifestyle Quiz to help you determine what is best for you.