Those who know Kate Hudson understand her passion for the fit life. It’s the same zeal that fueled the launch of Fabletics, an activewear online store that is causing an uproar in the fashion industry. Fabletics is now giving Amazon sleepless nights.
Amazon controls 20% of online fashion sales, so it’s hard not to think of this competition when launching a rival brand. However, Kate Hudson and the Fabletics were able to beat the odds, effortlessly by using a strategy very few fashion houses can compete with. Their method is straightforward; providing an amazing online and offline consumer experience using three marketing tricks.
Showrooming is basically letting your customers experience the product before buying it. It was a marketing tool designed to convert window shoppers into regular clients. Sadly, this strategy failed to work for many clothing stores, prompting Fabletics to re-invent the wheel.
Kate Hudson and team are now using what is called the reversed showroom. When a customer walks in their physical store, they get an experience they never forget. Once they try on a clothing they like, it automatically reflect on their online shopping cart. So it is only a matter of checking out later when they finally decide to buy. Fabletics completely respects the clients’ freedom to forego or purchase—they only make the retail experience unforgettable.
Online Data Influences Retail
To give the best retail experience ever, Fabletics understood one simple detail; paying attention to client feedback. They are keen on what membership preference the client chooses; they gather all social media sentiments from members and potential clients; they monitor their real time sales transactions and even frequently analyze store heat map data. All this is done so that they stock only what the client wants and only update their stores when new trends come in.
This explains why Fabletics never incur dormant inventory. A lot of fashion houses have to go through the gruesome ordeal of ridiculous flash sales just to clear old stock. Fabletics only gets what the customer needs, thus it is no wonder they grossed $250 million in net worth, in just 3 years.
A Clear Vision for Growth
Since its launch, Fabletics has always focused on making active wear apparels accessible to people with available technology. Their focus on lifestyle, retail experience, and consumer education is what makes Fabletics one of the few fashion houses that are risk positive and understand the needs of the new age consumer.
Their strategy to beat Amazon was no hard nut to crack; it was basically ensuring an exhilarating offline and online retail experience combined with reinventing the showrooming technique.
Fabletics is an online fashion store that offers fashionable and pocket friendly activewear to both men and women. The online store retails its athleisure clothing through a subscription plan that adapts to the client’s lifestyle and fashion preference.
Fabletics was established in June 2013 by Kate Hudson and her two business partners, Don Ressler and Adam Goldenberg. Their headquarter is in El Segundo, California and they ship their fashion products to global clienteles.