Fabletics: Making a Name in Fashion
Nearly everyone wants to have their own fashion line that becomes world-renowned. All the fashion-based reality TV programs that are currently trending in today’s culture makes it seem like all one needs is creative designs. In truth, that won’t make anyone any more rich and famous than they already are.
Currently, Amazon controls 20 percent of the fashion e-commerce market. That means it’s nearly impossible to succeed in fashion these days. The keyword in the previous sentence was “nearly”. Somehow, Kate Hudson and her fashion brand, Fabletics, are succeeding where countless others failed.
In the first three years of the company, Kate Hudson’s grown Fabletics into a $250 million business. Fabletics is one of the most recognizable ‘activewear’ brands on the planet. Fabletics uses a subscription mechanic to sell its products. Part of the reason the company uses a subscription mechanic is to learn the shopping habits of its members.
For Fabletics, members always come first. Historically, companies didn’t need to focus on each customer. All a company needed was good prices and quality goods or services. As the markets have shifted in recent years, companies and consumers have become reliant on each other.
Fabletics is one of the foremost fashion brands in matters of consumer-company relationships. Fabletic’s premise has always centered on customer experience. Each month, every Fabletics members get a personalized collection of outfits that best suits their style. Even people who aren’t members can take Fabletic’s lifestyle quiz and see what outfits they’d get matched with.
Fabletics recently entered another fashion market. Physical stores are a lot different from e-commerce sites. Physical stores are plagued by offline browsing – online shopping. Most people these days, prefer buying from secondhand companies online because it’s cheaper. Fabletics created its own market strategy called “reverse showrooming” to combat that retail negative.
Ordinarily, brands like Fabletics would get torn apart by online reviewers and credits. Fortunately, most of the online chatter about Fabletics is all positive. One reviewer goes into detail about her experience shopping at Fabletics.
The great quality of Fabletic’s products is surprising. She purchased several items from Fabletics and noted many impressive traits about the brand. The one feature that really caught her eye was the ability to skip monthly membership payments for the months she’s not going to buy anything.