Kate Hudson’s Fabletics aims to tackle the fashion e-commerce giants and especially Amazon. Even though Amazon flushes out the competition, Fabletics managed to grow into a $250 million dollar per year business. Sportswear in general has been a rapidly growing trend.
The company was launched in 2013 with Kate Hudson as the leading role of this new radical company. Kate has been pushing the “athleisure wear” style and there is now a global movement around this genre of clothing. These workout outfits are cute, sexy and comfortable for workouts.
Most of the competition in low-cost athletic wear have been low quality Chinese e-commerce stores. Fabletics aims to create an authentic brand without the sacrifice of quality and business ethics.
Fabletics has jumped into the marking arena as one of the biggest contenders. Fabletics has a unique marketing model of selling their clothing in subscription based payments. Customers are very attracted to brands that are led by influential and motivational leaders like Kate Hudson. Some people also like the idea of an authority figure choosing which types of clothing are right for them.
In an attempt to help customers choose the right products, Fabletics launched their lifestyle quiz. Users will select their preferred activities, workout locations, color palettes, body type and clothing sizes in the survey. The results will then be used to recommend product subscription plans.
The latest product subscription plan is for 2 leggings for $12 per month. The price is cheap and allows for month variety. This sort of subscription planning has attracting millions of female customers.
Typically, large clothing brands have purely relied on quality and prestige. Now, clothing distributors need to think about budget conscious buyers that need practical niche products. Customer service, instant gratification services and brand loyalty are some of the most important factor in the modern clothing market.
With the latest success of this clothing brand, they will be opening up brick and mortar shops in select few locations. Hawaii, Illinois, Florida and California are potential states that are being considered for new shops.
The membership model of Fabletics has left the company with a cult following that rivals Apple. Personalized services that make the customer feel valued goes a long way with the company’s brand loyalty.
Fabletics has successfully reversed the show rooming effect of most clothing brands. Most of the people browsing their inventory are already members of their website and often repeat customers. Members that try clothes on in the stores will have the clothing item added to their online shopping cart. Members can buy online or offline and browsing in the store is just an optional feature for online shoppers.
Kate Hudson has also maintained such an active role in inspiring their customers. The movie start frequently releases workout programs and instructional videos on behalf of the clothing company. Members of Fabletics have exclusive access to all of her workout resources published online. Any customer that has made at least one purchase are also eligible to access the workout videos.
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