Kate Hudson created an online subscription store that deals with women’s fitness apparel and accessories referred to as Fabletics. It contains VIP deals that involve free shipping and a monthly fee of $49.95. The business has been in existence for more than three years with a growth of about $250 million. With Amazon controlling 20% of the fashion e-commerce market, Fabletics is improving on their game by creating a brand that involves membership, aspiration, and drive. The success of the business is attributed to the high value of the brand which includes excellent customer experience, popularity, exclusive design, last-mile service, and of course the quality of the goods and services offered.
According to Gregg Throgmartin, the General Manager, the success that Fabletics has generated is due to their strategy of building a modern version of a high-value brand from the beginning. The company offers personalized services and the best fashion trends at half the price as compared to its competitors. The act is made possible by the membership model that is applied. Apart from the online store, Fabletics has several physical shops in Florida, Hawaii, California, and Illinois, and plans to open more are underway.
One of the ways that Fabletics uses to operate stores is by encouraging reverse showrooming. Unlike other businesses where people browse offline and choose to buy the items somewhere else with cheaper products, Fabletics has gone the opposite direction. What it does is encourage browsing that enables them to create and build relationships. This strategy makes the customers comfortable to rely on the stores and also the business gets to discover more about the local market. With that kind of relationship, most people that visit the store are already members and better still; others join them at that moment.
Fabletics also believes in balancing lifestyle, educating the consumers, and accessibility, despite the challenges that come along. Dustin Netral, SVP Operations states that Fabletics has become a brand by mixing global fashion trends with user preference data and therefore, generating satisfaction.
Fabletics has been a fashion-forward athleisure brand and empowering ever since it was founded in 2013. Before Fabletics, there was TechStyle Fashion Group, whose management seek partnership with Kate Hudson to start an athleisure brand. Her approachable character and active lifestyle led the founders to make that choice. It seems they picked the best option because Kate has been involved from the beginning by helping with designs, social media strategy, and reviewing budgets.
Durig the launch of Fabletics’ collaboration with Demi Lavato, the pop superstar acknowledged the clothes and the fact that the company plays a role in inspiring and empowering women to be the best version they can be regardless of their age, size, or shape.