In less than three years, Kate Hudson’s Fabletics is doing very well in the e-commerce fashion sector and has a net worth of $250 million. The brand sells their pieces on Amazon, a prominent e-commerce site controlling approximately 20% of the online fashion market. Fabletics use a different approach, and that is why it has many clients. For customers to purchase the clothes, they must subscribe to the brand. This technique of selling attracts many clients as clients like brands that demand commitment from them. The subscription, convenience offered by the brand, and membership give Fabletics the best tool for attracting more sales.
A few years ago, people had a notion that expensive products are the best, and therefore went for the costly product. However, with the economic changes taking place in the world, that notion does not work so well for most brands, unless it is Apple. This means that a different strategy has to be reinforced. Brands now put more effort on the brand recognition, customer support, gamification elements, and last-mile service to appeal to the modern clients.
According to Greg Throgmartin, the General Manager, Fabletics is focused on creating a reimagined and modern high-value brand from the word go. He added that the membership technique enables the brand to offer more personalized services and trendy clothes at a price almost half the competitors’ fee.
Three strategies that make Fabletics successful
Reverse Showroom technique
Most Fabletics counterparts are affected by the adverse effects of the showroom. Customers look for items offline and buy them at a lower price in other stores. Conversely, Fabletics has a way of doing it. It is a unique brand that has actually transformed browsing into a positive vibe and is benefiting from it. Fabletics has their unique way of doing things that ensure clients rely on them and even build solid relationships with the clientele. Their current tactic keeps the brand informed of the local markets. This strategy has increased the number of members and most shoppers who try a certain clothing end up buying the piece. Fabletics is one brand. Therefore, it does not care whether the client buys online or from the stores.
Utilizing members preference and global trends
Displaying the right content in the physical stores and on online pictures is a major element to ensure customers do not walk away from the brand and Fabletics understands this very well. When a brand uses online data to determine the current trend in the taste and preference of people in the local area, it will only stock items that appeal to the people in that locality. Fabletics stores are stocked with clothes based on several factors such as real-time sales activity, social media sentiment, and client preference for local members. However, Fabletics does not base on this data entirely. It combines global trends in fashion with the members’ preference data to bring ultimate satisfaction.
Focusing on Accessibility, culture, and people to accelerate growth
The company has an annual growth rate of 35%. This growth is attributed to the quality products offered at a favorable cost, innovative membership programs, fast purchase options, as well as quick methods of distribution offered by the brand.
Fabletics was founded by Adam Goldenberg, Don Ressler, and Kate Hudson in 2013 after they saw a market niche in the active wear. There were numerous brands in the market. Nonetheless, none of the brands offered high quality and stylish pieces at a great price. Fabletics focused on creating pieces that inspire people to remain active at any workout session.