Any fashion company that wants to do anything must beware of the behemoth that is Amazon. Amazon currently has control of around 20% of the e-commerce market. That is making it extremely hard for anyone to compete. Yet, that is exactly what Fabletics is doing. Fabletics brand of activewear is catching on in huge popularity. The Fabletics sales team is putting a big emphasis on what is viewed as the biggest factors in the modern buyer: customer experience, brand recognition, and design. Fabletics has already opened up physical stores and plans to open up a lot more. Gregg Throgmartin, Fabletics General Manager, says their secret ingredient of success is their membership model. This means they are able to tailor make buying choices for each individual based on their personality, likes, and dislikes.
It was no accident them stumbling on the membership model. Fabletics decided from the beginning that this membership model was the way to go after seeing the competitors often just do offline “showrooming”, which usually ended up with the customer deciding what they wanted and then going to get it somewhere else. They could do this without thinking before the showcasing store was impersonal to them. They did so because there was no kind of store-customer relationship. Membership allows Fabletics to create and maintain close and personal relationships with customers. This online membership translates to the physical store experience. When a member comes into the store and tries something on, it automatically goes into their online shopping cart.
The famous actress, Kate Hudson, co-founded Fabletics in 2013. Fabletics is the most successful affiliate of TechStyle Fashion Group. To date, it has garnered 1.2 million customers in eight countries. Fabletics entry bonus for memberships is very appealing in and of itself. After a membership fee which starts at $49, new members receive a top, sports bra, and bottom according to their preferences. Fabletics knows that this is not the only reason you will love Fabletics. There are their prices, their personalized service, their top-quality and very fashionable sports clothing. While you are doing the shopping, check out their personalized Lifestyle Quiz on the Fabletics website.
Fabletics is the company that is growing at an enormous pace, and that is always a sign of the potential to go public. This is a privately held company, but co-founder Kate Hudson realizes that she has the ability to grow this company and a bigger way if there are investors on board. It appears that she is prepping this company to get to that point. She has invested lots of time into building her brand, and the brand recognition for Fabletics is outstanding. People recognize this brand and different countries outside of the United States because Hudson has already built a web presence. Even with only a little over a dozen brick-and-mortar stores Kate has managed to penetrate areas like Australia and Canada.
In order to get a greater amount of visibility she knows that branching out into brick and mortar stores will be vital. She also realizes is that her desire to branch out into stores will give her access to a whole new proud of investors that may have otherwise failed to notice what Fabletics is doing.
There are no designer in place for the Amazon athletic wear brands of clothing like what Kate has developed with Fabletics. This type of personalized design for her clothing line gives her a better advantage over the rather bland selection of clothes that are offered by Fabletics. Kate Hudson his focus heavily on style, and Amazon has simply been focused on quantity. Kate Hudson is a double threat because in addition to her focus on style she also offers new garments every single week. This is going to improve her quantity as she stays focused on her quality. This winning combination is going to be the thing that helps Hudson take her brand to a wider spectrum of customers then Amazon may be able to reach.
This company has been growing because it caters to people that are busy. So many people have schedules that don’t allow them to spend a lot of time online shopping. When they sign up for the automatic shipments these customers do not need to do any other online shopping. Fabletics is a company that keeps people excited about new clothes. The automatic shipments gives people the chance to update their wardrobes each month. When customers take the lifestyle quiz they can find out about the clothes that are going to be the best fit.