Kate Hudson, the Fabletics activewear business owner, has taken on Amazon because they control 20% of the fashion e-commerce market. However, Kate Hudson’s company has pushed the envelope in meeting the “new consumer’s needs” They focus on building relationships and giving their clients an experience rather than just selling them clothes. Fabletics believes in selling a high-quality product at half the price of their competition. Serendipity of shopping is the focal point of Fabletics.
Kate Hudson thoughts on the winning athleisure brand were innovative. She linked up with Gregg Throgmartin, Fabletics president to offer a hands-on approach to create a fabulous active wear line. The line caters to women of all shapes and sizes. Throgmartin said that Kate Hudson was everything he envisioned the activewear brand to be. She’s active in her personal life, approachable and a person of integrity. Although the company had several challenges Kate’s strategy for overcoming them was a proven success. In 2013 the company made a decision to trash their first batch of inventory because of a lack of quality. That cost the company a whopping $300k but they maintained the high-quality brand of Fabletics.
The company has experienced rapid growth due to their attention to customer service and partnership with TechStyle. They actually expanded their customer service team to properly handle the volume of calls they received. This system allowed them to grow 3 times as much from the start-up year. TechStyle Fashion Group also helped to catapult their growth. TechStyle rendered their online fashion expertise and social media experience to Fabletics. As a result, they were able to collect information about their customers and tailor their inventory to meet their needs.
They take your lifestyle into consideration when helping you find a great outfit. They accomplish this by asking you a serious of questions. I encourage you to take the Lifestyle quiz to find the perfect Fabletics gear for you. It’s great to know that the company has invested time and money to assure that their customers are getting a quality product and great customer service. Fabletics design activewear with women of all shapes and sizes in mind. https://www.fabletics.com/get-started