At present, Amazon is controlling about 20 percent of the fashion e-commerce market. The situation makes it difficult for other companies to prosper. The case has however been different for Fabletics which is owned by Kate Hudson. Within three years of its existence, Fabletics has grown to be a company worth $250 million. The growth has been stirred by the activewear movement which the company uses to sell clothing to the customers. To discover the activewear that fits you best, you are encouraged to take a Lifestyle Quiz. Fabletics knows that the clients are attracted to brands that inspire and those that push them a little. Once this knowledge is incorporated with the company’s convenience and the membership, the company has to flourish.
Time over, people have been associating the quality of a commodity with its price. With the current changes in the trend of the economy, it is no longer possible to use these quantifications to register a competitive business or to guarantee success. The modern consumer is taking issues such as customer experience, brand recognition, last-mile service among other qualities to identify what will be highly valuable to them. The very things are what Fabletics has been looking at and has reaped much success. The company has about 16 stores and has the intention of opening even more.
Fabletics’ membership model helps it to offer more personalized services. Unlike other enterprises that view the showroom as a threat to their business since people window shop online and buy commodities elsewhere, Fabletics has turned it into a positive. 30 to 50 percent of individuals who walk into the Fabletics stores are members and about 25 percent of the non-members become converted while in the warehouse. Fabletics continues to stand out more because it intends to inspire women to be the best version of themselves and to appreciate themselves no matter their age, shape or size.
Fabletics prides in having three and a half years of experience in inspiring people. The co-founders of TechStyle Fashion Group thought of coming up with an athleisure brand since the market lacked stylish and quality products. They wanted to make a difference, and no one was better suited to bring this change than Kate Hudson. From the first day, she has been actively involved be it in picking out social media strategy or reviewing the budget. Every week, Kate Hudson takes a look at the number of the sales in a week and gets to know which clothes are selling and which ones are not.