Being successful in an industry where a majority of the market share is owned by one large corporation is not an effortless business, but Kate Hudson has sure managed to do it, and do it really well.
When Kate Hudson decided to launch Fabletics, little, did she know the big impact it would have on the fashion industry? Today The company is estimated to be worth around $250 million dollars and has become one of the most sought after brands in the active and leisure wear department.
But Fabletics isn’t just about Kate Hudson; it’s what the company has to offer that makes it stand out among its competitors. When Fabletics was launched, it gave women everywhere something that they have always dreamed of – comfortable active wear that looked right out of a fashion magazine. Women want to look fabulous no matter what they do, and Fabletics made that a reality.
What makes Fabletics different from its competitors is the approach it takes to selling its oh-so-beautiful clothing. Fabletics wanted women to have access to their clothes, not only for a one time purchase but as a continuous supply. That’s when Fabletics decided to adopt the membership approach. If you visit the fables website, you will see that it offers monthly plans to have their active and leisure wear delivered to your doorstep.
The plan works in a very systematic way where the consumer can log onto their website and check the different parameters that Fabletics will ask you to ensure that the product you get will be tailored to fit your needs precisely. These include choosing your preferred colors, what you are going to use your activewear for, and how many sets of clothing you wish to receive per month. By doing this, they have gained a lot of positive reviews from its customers owing to it being an efficient and time-saving method of getting the best activewear sets delivered right to your home.
Another approach that Fabletics has adopted is the reverse showroom technique. With the growth of the brand over the last three years, the company decided to open up numerous stores all across the United States. But knowing the current scenario, where physical stores are constantly at a cutthroat competing with each other, not to mention also competing with online portals, Fabletics decided to try out something new to appeal to their customers.
As part of their reverse showroom technique, customers can visit any of the Fabletics outlets and try on any of the clothes they see online. However, the outlet does not serve as a store (though you can purchase the outfit from here if you want to) but merely as a trial room for customers to get a look and feel of the physical product. Thereon, customers can log into their account at their convenience from their homes and purchase the desired outfits.
By adopting these methods, Fabletics has developed excellent customer relations and has experienced a tremendous growth of over thirty-five percent since its conception.