For the past three years, Kate Hudson’s fashion company, Fabletics, has been using subscription services to sell its athletic outfits. The company has grown to $250 million from its inception. It has sixteen operating stores in Hawaii, Illinois, Florida, and California. In 2016, it opened additional physical stores. The company has adopted a unique fashion membership model that is giving major players in the fashion world like Apple and Warby Parker a run for their money.
Today’s fashion market is invaded by brand recognition and exclusive design, unlike the traditional one that concentrated on only quality and value. Fabletics’ director general, Gregg Throgmartin, says that membership service is what has contributed to personal interactions with customers. He says that the model has enabled the company to offer more in comparison to their competitors. Through browsing, Fabletics gets local market information concerning customers’ preference. Focusing on satisfying the fashion needs of its members has seen Fabletics register remarkable growth in the ever-competitive e-commerce landscape.
Fabletic Uses Digital and Physical Stores to Promote Sales
Fabletic has commenced on a journey of presenting real and impressive fashions both on the physical and digital stores. The company can do this through local data extraction on what the market needs but lacks. The company also tries to balance culture, customer education, and customer experiment. The fashion giant is proud of availing quality products at convenient prices all over the U.S. It has seen a consistent growth rate of 35 percent throughout the years.
Fabletic can outsmart its e-commerce competitors by creating physical stores. The company also embraces each and every customer regardless of the type of purchase.
Kate’s Athleisure Apparels
Fabletics was set up in 2013 by co-founder, Kate Hudson. This e-commerce fashion company has more than 21 million followers on Twitter. The company also enjoys a 2.1 million monthly membership. These members receive 50 percent discount on any attire they purchase. The member gets half the price on purchase according to their choices. When starting the Athleisure line, Hudson had noticed that the Yoga pants that existed were too costly. She decided to come up with a health conscious, high quality, and affordable activewear that would be worn in gyms and around the town.
Through her fashion career journey, Hudson has realized that identifying opportunities where others think is impossible is an essential factor in her success. Hudson also recalls the worthiness of taking risks as part of her success story. She is a lady who believes in working from zero and rising gradually. The Fabletics’ co-founder appreciates customers’ preference and relies on customers’ market information. She says putting on free, comfortable clothing is part of living healthy and encourages customers to invest in such.