In the Battle for Dominance; How Fabletics is taking on Other Brands like Amazon

Competition is detrimental to the survival of any growing business. Starting a business might be easy, but strategizing so as to attract more customer traffic is a real headache. Fabletics is a female sport’s wear company that has learned the dos and don’ts of the business so that it can actively compete against corporations like Amazon that have dominated the attire industry for decades. In the three years that the brand has been in existence, it has been able to beat Amazon hands down. By identifying ways of appreciating customers, Fabletics has been able to tap into a market that no other company has ever considered.

 

As a brand, Kate Hudson’s Fabletics has relied on physical stores as well as on online shopping. Using these two pillars, Fabletics has been able to capture customers from all over the divide. Besides, the brand has developed the reverse showroom technique; an approach meant to command client loyalty. Through the methodology, Fabletics has started a platform that allows its customers to become full-time members. As a member of the organization, you can enjoy regular discounts as well as rewards. In the reverse showroom technique, any item that gets selected on the shopping cart remains there even though you might not have enough money to purchase a product at the time. Using such a technique, Fabletics has ensured that its marginal profits increase annually. Currently, Fabletics has grown into a multi-million dollar empire amounting to more than $250 million.

 

Because of Fabletics dominance in the apparel industry, it has attracted significant attention from investors around the world. It is only recently that the institution joined hands with Demi Lovato, a pop music celebrity and a huge fan of Fabletics products and services. In its three years of existence, Fabletics has been able to maintain its authenticity based on Kate’s originality and desire to inspire women to become the best versions they can be. For years on end, Fabletics has produced quality outfits for ladies using the latest trends in fashion, making the brand earn the respect of celebrities like Demi Lovato. Something fascinating about the clothes created by Fabletics is that they can be worn in the gym or during casual engagements. Kate Hudson’s success in business comes as a surprise to many including Amazon primarily because before she established Fabletics, she had never had any other entrepreneurial experience.

 

Ever since Kate Hudson stepped foot into Fabletics, she has been able to establish beautiful apparel designs that sell at reasonable prices. Something that makes Fabletics stand out from other companies is that it customizes selected products for you. As a customer, you have the privilege of taking a quick survey that is meant to ascertain your tastes and preferences. Therefore, you are encouraged by Fabletics to answer a brief questionnaire before requesting for any services so that at the end of the day you can get the full value for your money. By recognizing what different customers want, Fabletics has been able to make a fortune.

The Advantages of Wearing Fabletics Clothes

The majority of people who shop for clothes just take a casual and thoughtless approach to buying clothes. Even women who are considered the more fashionable gender tend to shop mostly based on the function of having something to wear. They are not aware of the advantages of buying clothes from special sources. For instance, women that shop at stores like Fabletics may experience an awakened interest in fashion. Therefore, they may want to try some of the different items that they see on the clothes rack or on display on the webpage. The online site is good about showing different sides of the shirts so that they will see the thought and creativity of the design.

 

There are a lot of advantages to wearing clothes from Fabletics. One of the advantage that women get from Fabletics is that they get the excitement of trying something new. Trying on a new style can be like going on a new adventure or even traveling to a new place for a vacation. Either way, the excitement can bring about a new sense of improved self image. They might be encouraged to take on activities with their new found sense of style.

 

Fabletics clothing may also inspire women to take more pride in themselves. Often times, when women see an outfit that they like and are enjoying it, they may become inspired to do more to improve their physical shape if need be. A lot of women find themselves inspired to make choices to live more positively not only because of the style that Fabletics offers, but also their devotion to making positive changes in the lives of people. When women know that they are contributing to a cause and are looking really good on top of that, they may find a new sense of confidence.

 

One major advantage is that women who are dressed in the beautiful clothes offered by Fabletics are not going to pay as much attention to what some people have to say. For one thing, everyone is going to have at least one critic. It is important for one to place herself in a condition in which she is truly happy with herself so that she will be able to live her life to the fullest. Fabletics does this well with the clothes they offer for women. There are also many other advantages to discover and enjoy with Fabletics.

Easy Versatile Activewear Shopping With Fabletics

Many women today are trying to incorporate more workouts and activity into their already busy lifestyles. Technology has increased the pace and productivity of life, but the need for women to take care of their bodies has also increased with this ramping up. Taking care of a million things at once can stress out the body, and women need time to slow down at a yoga class or burn out stress in a spinning session. Bustling around all day also increases productivity but the need to take care of one’s health remains equally as important. Making time for the gym allows people to keep their energy up, stay in peak physical form, and stay fit for the physical demands of a fast paced life.

 

This faster style of life also demands a wardrobe to live it in, and that’s where fitness apparel company Fabletics comes in. Fabletics is a full service activewear fashion styling company that designs and makes trendy and classic activewear at great prices. There is a style enabler on the website that formulates a menu of choices for women based on their own unique style and the type of workouts that they do. Every month, VIP members have this menu delivered right to their finger tips, from which they can pick and choose which outfits they want to incorporate into their fitness wardrobe that month. It makes it easy for the woman on the go to update her fitness wardrobe as she is working out more and needs more choices.

 

The great thing about Fabletics is that the clothes don’t strictly read “athletic”. The founder of the company Kate Hudson believes in this lifestyle of “athleisure” meaning that women should be able to live comfortably in their activewear taking them from the studio to the street, to seamlessly live their lives in their activewear clothes without the need to constantly be changing their clothes throughout the day. These activewear styles that she designs and sells have unique fashion details like rushing, zippers, strappy backs, cutouts, metallic designs, fun prints, great colors and flattering seaming that make it possible to wear these clothes outside of the fitness studio or gym. Looking great at the gym and on the street make these pieces extremely versatile and easy to blend in with existing wardrobe pieces.


 

Easy Versatile Activewear Shopping With Fabletics

Many women today are trying to incorporate more workouts and activity into their already busy lifestyles. Technology has increased the pace and productivity of life, but the need for women to take care of their bodies has also increased with this ramping up. Taking care of a million things at once can stress out the body, and women need time to slow down at a yoga class or burn out stress in a spinning session. Bustling around all day also increases productivity but the need to take care of one’s health remains equally as important. Making time for the gym allows people to keep their energy up, stay in peak physical form, and stay fit for the physical demands of a fast paced life.

 

This faster style of life also demands a wardrobe to live it in, and that’s where fitness apparel company Fabletics comes in. Fabletics is a full service activewear fashion styling company that designs and makes trendy and classic activewear at great prices. There is a style enabler on the website that formulates a menu of choices for women based on their own unique style and the type of workouts that they do. Every month, VIP members have this menu delivered right to their finger tips, from which they can pick and choose which outfits they want to incorporate into their fitness wardrobe that month. It makes it easy for the woman on the go to update her fitness wardrobe as she is working out more and needs more choices.

 

The great thing about Fabletics is that the clothes don’t strictly read “athletic”. The founder of the company Kate Hudson believes in this lifestyle of “athleisure” meaning that women should be able to live comfortably in their activewear taking them from the studio to the street, to seamlessly live their lives in their activewear clothes without the need to constantly be changing their clothes throughout the day. These activewear styles that she designs and sells have unique fashion details like rushing, zippers, strappy backs, cutouts, metallic designs, fun prints, great colors and flattering seaming that make it possible to wear these clothes outside of the fitness studio or gym. Looking great at the gym and on the street make these pieces extremely versatile and easy to blend in with existing wardrobe pieces.


 

KATE HUDSON’S FABLETICS HAS TAKEN ATHLEISURE TO NEXT LEVEL:

Fabletics is an online retailer which mainly focuses on women’s sports clothing line, accessories, etc., popularly known as athleisure. In the time when Amazon reigns the market of online retailing and e-commerce, Kate Hudson’S Fabletics has been continually growing in the recent years and has astoundingly reached a $250 million business within just three years. Fabletics celebrates the active sportswear of women. In the olden times, brands along with price and good quality were given great importance. However, with the online e-commerce, nowadays customer satisfaction, brand recognition, exclusive design are become increasingly crucial for the determination of popularity amongst the customers.

Following the footsteps of Apple, Warby Parker, Fabletics is also opening new outlets in addition to the already existing sixteen in places like Hawaii, Illinois, Florida and California. Greg Thogmartin, General Manager of Fabletics, believes that the increasing popularity of Fabletics can be contributed to the value that they give to customer relationships. Instead of focusing only on propelling the brand name, Fabletics believes in knowing their customers thoroughly so that they know what to offer them the best.

Fabletics has taken some very creative steps in setting up their physical outlets. These innovative steps have highly gained them a massive popularity amongst the customers. The following are their three creative strategies:

Read more:
@fabletics | Instagram
CMO of Kate Hudson’s athleisure brand Fabletics on retail industry

1. Reverse Showroom Idea:

Most of the brands’ showrooms have now just become dummies where people come to shop but end up buying the same item cheaper online. However, Fabletics has taken steps to reverse this process. They have their outlet as a means of building up firmer relationships with their clients. They are using their showrooms to get to know the local market well through various exciting events and schemes. Most of the 30 to 50% people that come to visit Fabletics’ showroom are already their members and 25% become the members in the store itself. When a customer chooses any item in the store, that item is added automatically to the online shopping cart also.

2. Online Data:

Fabletics relies on a vast pool of data collected from its members to determine the type of clothing which should be displayed in the physical stores. Combining the choices of the customers with a touch of global trend and taste does magic in sparking the interests of the customers.

3. Focus on accessibility, culture and people:

As Fabletics is growing in various countries across the world, the major mantra has been to keep a balance of lifestyle, consumer education and consumer experience. With this, Fabletics has been able to emerge as a company which is aware of the customer needs and data aware. Like Fabletics many other companies are also relying on exclusive products, technology, data science, ROI based media and creative to compete successfully with Amazon.

Kate Hudson, the founder of Fabletics, is an iconic Golden Globe winner American actress who has a great knack of inspiring women. Being a mother of two herself, Kat is headstrong in inspiring women to lead an active and a healthy life. This inspired her to start Fabletics which has top women sportswear picks specially crafted for health conscious women. Every month, Kate shares her favorite outfits with the women worldwide.

Read More On:
AdWeek.com
Forbes.com