As Goliath-sized company’s such as eBay, Amazon, Google, YouTube, and Apple continue to dominate the e-commerce scene, it seemed for quite some time that there was no David to step up to them and challenge the giants. That was true until Fabletics joined the picture, and this company that is headed by Kate Hudson has stepped right up to Amazon and has said, “Bring it on!”
Fabletics can challenge the dominant Amazon, which holds a market share of 20% in the fashion industry, by utilizing several wise business practices. The first business practice is to guarantee repeat customers. This is done by using a subscription model for clothes. Once a customer signs on to a subscription, (monthly, quarterly, or yearly) they will then begin receiving clothes in the mail. Fabletics also guarantees repeat customers through excellent customer service. Fabletics is known as a family, and it treats each customer like a sister. Because of this open dialogical relationship, 85% of Fabletics’ sales come from repeat customers.
The second way that Fabletics can challenge the dominant Amazon is by opening several physical stores. At the time of this writing, Fabletics has over 16 stores spread throughout five states, with more stores promised in the near future.
Many people thought that Fabletics opening a physical store would be its downfall because of the business aspect called showrooming. Showrooming occurs when a non-loyal customer comes into your store with no intentions to buy a product off of you. The only reason they are there is to browse the product in person. They will then leave your store and purchase it for a more affordable price online.
Fabletics reversed the trend of showrooming by guaranteeing that fifty percent of people entering their stores were already customers. They also would go out of their way to sever the people so well that 20% of those who came in and were not already customers, left with signing on a subscription.
Kate Hudson is proud of the $250 million company that she has created in just three years. She has gone on the record saying she feels more alive now than ever before.
If you are interested in the athleisure brand that inspires women to be better versions of themselves, then I encourage you to take their six question lifestyle quiz. In only six simple steps, they will find the best clothes to fit your routine.
Pop culture is everywhere these days. Whether that’s a good thing or not has yet to be seen, but one thing is sure: pop culture opened the way for countless new trends. The one major upside to pop culture is trend setting. While trend setting isn’t new, this is the first time trends have affected society in such a forceful way.
While health and fitness remained a priority over the last few decades, it wasn’t until celebrities starting talking about them that the movement really took off. These days, entire generations, especially millennials, focus on health and fitness. But trends are often connected to fashion and lifestyle.
One fitness brand focused on combining fashion and fitness is Fabletics, a company by Kate Hudson. Kate Hudson is famous for her fashion style. She’s also one of the most fitness conscious celebrities in Hollywood. As much as she loves working out, she noticed the lack of fashion fitness wear. So, she created a brand that offered affordable and stylish fitness clothing.
Over the years, the popularity of Fabletics has skyrocketed. It’s now one of the most recognized fitness and fashion brands in the world. It combines high fashion with the convenience and features of membership, making it a high-value brand.
As Fabletic’s success grew, the brand began opening physical stores. Each store opened offered a new set of challenges. The biggest challenge was people’s desire to browse offline but then go home and buy cheaper from somewhere else.
To combat that, Fabletics built relationships and got to know the local markets. This technique allows each store to fill its inventory with items that local members are more like to purchase. As a result, visitors feel more welcomed, and 25 percent of them become members in store.
Members not only come back for the fantastic fashion; they come back for the low prices. Fabletics is the only place where people can get that quality of fashion for those kinds of prices. A Fabletics member will pay between $49 and $69 for two or three items.
At other companies, the prices are ridiculous. And for some, the quality of goods isn’t that great. Fabletics has amazing products; everything from simple tanks with solid colors, to cut-outs and sheer fabrics. Fabletics also has a lifestyle quiz interested people can take.