Amazon has been comfortable perched at the top of the e-commerce apparel sales market for years, and competition has come and gone without anyone getting close enough to be a threat. When you command over 20 percent in a highly competitive market with thousand fighting for the same dollar, you really have a hold on things. That may be about to change if Kate Hudson’s Fabletics continues to grow. In the last three years, this quality active-wear company has sold over $250 million to women wanting a new type of shopping experience. This is certainly a one-of-a-kind experience that has women spending more than they even thought they would.
Hudson speaks about the success of her company by talking about how the reverse showrooming process and her membership plan combined to give customers a unique shopping experience. To better understand the success of the company, we head to the Fabletics store at the mall and see women lining up to try on this athleisure brand, to get their Fabletics membership and then take the Lifestyle Quiz, as well as window-shopping without any type of pressure from the sales associates in the store. There are many women who are very busy during the day, so they come by on their breaks and want to shop at their leisure with zero pressure, and that is exactly what they get.
Where all the pieces of the puzzle come together is when these same women are relaxed at home and head to the Fabletics website. Now everything they wore inside the store at the mall will be transferred to their account they registered whey applying for the membership. Imagine being able to shop online for workout apparel or women’s active-wear and know exactly how the pieces will fit in advance. This is why so many customers go to the e-commerce site and buy a dozen items as opposed to one piece like they would have at Amazon. When you buy at Amazon, you are guessing about the size, so you get a piece to see if it fits.
Kate Hudson’s Fabletics membership includes free shipping for online orders, low pricing on select workout apparel, and even the assistance of a personal shopper. Based on quiz results and buying habits, your shopper picks one item a month for you to consider, just another example of the pampering that has women loving everything about the Kate Hudson’s Fabletics experience.
Kate Hudson has been working extra hard to grow her fashion business which has experienced tremendous growth since it was established. Kate has been in the industry where about 20% of the marketing is controlled by Amazon. Fabletics has been using a different mechanism to sell its active wear products which are done through subscription. The fashion company is using one of the simplest but convincing methods to market their products. Fabletics gives their clients a brand that is aspiring, compelling and a membership which makes all these combinations exciting.
With the change in the economy, the market is also changing, and customers have a different view on the quality of services and products they are purchasing. Modern clients no longer consider goods which are expensive to be of high quality instead there is more to the quality than the price of the goods which include customer experience, brand acknowledgment, exclusive design, gamification, and last-mile services. The fashion brand has been growing and can now be classified in the same class with Apple and Warby Parker. The Fashion Company has strategically positioned its self a plan that is working well for them a sit will be opening more stores to their current ones.
Fabletics is an active wear company which was co-founded by Kate Hudson. Fabletics began as an online subscription firm which primarily dealt with women sportswear. The fashion wear company was established by Kate Hudson, Adam Goldenberg, and Don Ressler in 2013. The company has been expanding their services, and before long it launched its men’s sportswear. Later Fabletics began to sell their products in stall starting with Columbia; Westfield and General Growth Properties Inc., BridgeWaters in New Jersey, St Louis Galleria, The Village at Topanga in Woodland Hills, Kenwood Towne Center and Christiana Mall in Newark.
To get the membership of the fashion business, it is free for anyone apart from the VIP membership which the members receive monthly updates through emails. The email which the VIP members receive shows and explains to them the new products and the looks. The look runs until the five of the month, for the member to decide whether they will shop or will choose to skip. Fabletics founders have been working continuously to ensure that their members, as well as the world, get quality sportswear products at an affordable rate. Their customers are their priority in the expansion of the business.