How Fabletics Manages Competition in the Fashion Industry.

Athleisure wear has been an emerging fashion trend in the recent years, and it has been transforming the way people think about life. The stylish clothes can be used as sportswear or as regular casual clothing. People tend to feel comfortable when they wear them during working outs, in the park, when taking a walk around the neighborhood, or even when relaxing at home. Renowned designers have been venturing into the industry, and they have made it better. Various fashion houses have been involved in the production of the athleisure clothing, but they have been unsuccessful since their products are too expensive and some do not have good designs. Fabletics is an e-commerce company that was founded in 2013. It has majored in offering quality, trendy, and stylish activewear to women across the United States. The firm has been in the industry for a short period, and it has attained success. Its current worth is more than $250 million.

 

Fabletics joined the industry by serving as a small e-commerce website. It has developed at a rapid rate, and it currently has millions of subscribers who love its products. The firm delivers quality products to its clients every month at a discounted price. It also allows its members to buy products whenever they want. The number of customers that Fabletics serves has been increasing in the past year, and this has made it open physical stores. The firm currently runs 16 brick and mortar stores, and it will be launching 12 more shops this year. Most analysts did not believe that company would be successful in the online fashion market since it had been dominated by Amazon. Amazon has been in the industry for a couple of years, and more than 20 percent of the online shoppers buy products from its stores.

 

Fabletics has an outstanding membership model that Amazon cannot match. Its strategy enables it to be in touch with the clients and also deliver products to them regularly. Fabletics collects data from its members when they are signing up. This information enables it to understand more about the customer, and therefore, offer products that satisfy them. The firm provides multiple outlets, and this allows customers to access it quickly. It also has a marketing technique that is called “reverse showrooming.” It has been serving as an excellent tool for strengthening relationships with long term customers.

 

Fabletics has bettered the activewear industry by offering top notch products. It sells tops, bottoms, caps, wristbands, water bottles, and other accessories. The clothes that firm sells to the clients are trendy, stylish, and they exceed their expectations. Kate Hudson loves fashion, and she ensures that all women can buy the best products from her cloth line. Her company sells personalized products to its members at pocket-friendly prices. Members are offered special discounts when they buy activewear from both online and brick and mortar shops that are based in different parts of the country. Fabletics has a user-friendly website, and therefore, anyone can join its subscription services easily.

Kate Hudson’s Fabletics Continued Growth Compared to Amazon

The reason that most clothing retailers will compare themselves to Amazon is because they sit high atop the fashion e-commerce market. The trouble for these clothing companies is that Amazon is so dominant, bringing in over 20 percent of all the sales in this space, making it hard for the thousands of others in that space to compete. That doesn’t appear to be a concern for Kate Hudson’s Fabletics, as they have emerged from that pack at the bottom and are making a rush towards the top. In a little less than three years, we find that Kate Hudson’s Fabletics is already banking $250 million in sales of women’s workout apparel.

 

If you were to try and get Hudson to sit down and talk about the success behind her athleisure brand, she will talk to you about her membership package and the reverse showrooming sales technique. To see them in action, all you need to do is get your membership and head over to the Fabletics retail stores at any number of local malls. What you see inside the store is quite unique as compared to other clothing stores. The customer at Kate Hudson’s Fabletics are trying on every piece of workout clothing, they are taking the lifestyle quiz, and they are browsing all the racks for the latest styles in women’s active-wear.

 

The march towards Amazon in this extremely competitive fashion e-commerce market now moves online. Every piece that a customer tries on inside the stores at the mall are going to be uploaded to your Fabletics account. What this does is make it easier for the customer to continue shopping at a later time, and it allows them to shop without concern that the pieces are going to fit them. Now that they know exactly how it will look on their frame, these women are then free to hit the enormous online inventory and buy up all the leggings and yoga pants that they could want.

 

The membership perks that await Kate Hudson’s Fabletics shoppers are impressive. Not only are these women getting free shipping for their online orders, they get discounts on all active-wear, as well as your very own Fabletics shopping assistant. Compare these perks to the one you get at Amazon, discounted shopping. At Kate Hudson’s Fabletics, this is a unique shopping experience where the customer is rewarded for their loyalty with numerous perks they can actually use.