Kate Hudson is causing a buzz in the fashion world by growing Fabletics in three years. Fabletics is competing with Amazon, which controls 20 percent of the fashion e-commerce market. The company is gradually succeeding with e-commerce companies such as Warby Parker and Bonobos that are defining themselves with enterprise technology, exclusive product, and data science. Fabletics uses subscription mechanic to sell clothes.
Fabletics does not focus on the price or quality of goods and services rather it is concerned with the customer experience and last-mile services to determine what is high-value to the modern customer. When Fabletics compare themselves to Apple and Warby Parker, their strategy and positioning seem to be paying-off, particularly for the fashion membership brand. Moreover, the company is planning to open other physical stores that will be added up to the sixteen stores in Florida, Hawaii, California, and Illinois.
Distinct Features of the Physical Stores of Fabletics
- Reverse showrooming
Fabletics’ reverse showrooming strategy has enabled them to be relied on, build relationships and get more knowledge f the local market through activities and events. The counterparts of Fabletics are being frustrated by showrooming because they allow customers to browse offline and buy their items elsewhere at a cheaper price. Moreover, 30-50 percent of the people who walk into the store are already members while 25 percent gain membership in the store.
- The Importance of Online Data
Fabletics acknowledges that it is imperative to show the right content of an item in both physical and digital form to avoid destroying the customer’s brand preference. Online local data helps in stocking physical stores with items that appeal to the customers. Moreover, stores are stocked based on real-time sales activity, store heat-mapping data, and social media sentiment.
- Why Growth is Dependent on Accessibility, Culture, and People
Fabletics’ challenges do not stop the company from growing. However, Fabletics’ evolution and the balance of consumer education, lifestyle, and customer experience seem to be benefiting the company. The company is among the data-aware, nimble, and risk-positive brands who understand the requirements of a new consumer, for instance, innovative membership and smart distribution.
Kate Hudson’s Perception of the Athleisure Retailer
Kate Hudson, who co-founded athleisure retailer of Fabletics, in 2013, views the retail as winning exercise in the fashion market. Since then to-date, Fabletics has grown to $250 million in revenue with sales increasing to 43 percent in 2016. Fabletics succeeded when Kate used her name recognition, the Golden Globe – winning actress, to adopt a Warby Parker e-commerce model and develop an affordable, healthy clothes line that is inspirational to women of all sizes, ability, or age.