Fabletics is Expanding Their Offerings but Staying Loyal to Their Fans

Hudson’s brand is not only fiercely competing with Amazon, who currently owns about 20% of the online athletic apparel space, but has become the top player in the subscription based model for fun and trendy athletic gear.

 

One of the reason’s for the company’s success lies with Hudson’s passion for the company. In a recent article published by CNBC is was very apparent that not only is she a very hands on leader but that her work philosophy for her team comes from the top down. Unlike many celebrities, she is incredibly hands on and is involved in not only the design of the clothing but marketing, operations and day-to-day tasks that help Fabletics thrive.

 

The article also listed some tips and tricks for those aspiring to mirror the huge success Fabletics has seen. Of course, being hands on was in her top five recommendations for creating a truly successful brand. Other than that, she recommends taking risks, believing in yourself and making sure you are always looking for your next big inspiration.

 

Fabletics’ next big move is to roll out their current line of athletic wear to plus-sized women, following on their commitment to give every women access to affordable, well-made, trendy workout gear. This move also means that their company is pushing boundaries that some of the most established workout wear companies have never attempted to, as they often remain complacent with their current user base that fits a specific mold.

 

One of the additional ways that the company is driving innovation is by utilizing a reverse showroom model to ensure that all users have a great experience online and that they don’t necessary have to feel forced to visit a store to align with the brand. In today’s consumer world, many people visit a physical store only to check out a product and then turn to the digital realm to save money and make an actual purchase. By going in the opposite direction, focusing on the internet first and layering in a flexible subscription model, Fabletics is outshining all the other competitors in its field and is gaining more loyal buyers on a daily basis.

 

Want to join the Fabletics community? There is a fun and simple lifestyle quiz available on the website that will ask just a few questions and then use your responses to create a unique user profile that determines what type of athletic gear you will receive!

Kate Hudson’s Fabletics, a Tough Competitor for Amazon

Amazon is controlling twenty-five percent of e-commerce fashion market which makes it the toughest competitor. However, Fabletics of Hollywood actress Kate Hudson is changing the scene. Fabletics transformed into two-hundred-and-fifty-million-dollar business in just three years. The secret behind its success is reverse showroom technique and activewear. It is a combination of membership and favorite brands of customers.

 

 

Earlier, price and goods quality used to define high-value brands. Due to recent economic changes, this strategy will no longer work. New factors are now making the difference; they include special designs, friendly interaction, playful effects, extraordinary service, and popularity. The strategy of ‘fashion membership brand‘ adopted by Fabletics is making it as successful as Apple and Warby Parker. The company will inaugurate its sixteenth store soon; it has stores in four major states of the United States.

 

 

According to the Gregg Throgmartin, the company is developing reimagined and modern version of ‘high-value brand’ from the very first day. The General Manager of Fabletics also said that the membership mode of Fabletics allows them to provide latest fashion trends and tailored service at much low price. It is easy to make customers happy when you are aware of their choice.

 

 

The reason for other businesses failing was that people would not purchase products after exploring their showroom. People would choose to buy products from cheaper places. Fabletics adopted the opposite strategy. They decided to make browsing a benefitting thing. They went for building relationships with the customers instead of using pop-up store. The idea was to become highly reliable for the people. For that, the company understood local markets through activities and events. The results were amazing as fifty-percent people visiting the stores were already their members and a quarter of them became members during the visit. Whenever a customer is trying a clothing product, it is sent into her online shopping cart. Fabletics wants to make retail a separate service, so customers have the freedom to purchase products from wherever they like.

 

 

Fabletics strongly believes in showing the accurate information of products in both digital and physical forms. Customers would choose a company that provides them the correct information of brands. The tastes and trends of people are continuously changing; therefore, digital information is excellent for deciding what items should be kept at stores. Fabletics gather this information from sources like store heat-mapping, local membership preferences, social media, and sales activity.

 

 

Dustin Netra, SVP Operations Fabletics, said that increase in sales activity is highly important for the company, but it needs both international fashion trends and user preference for developing a brand. According to him, the company performs clever tests and continuously includes new ranges.

 

 

The customer-friendly strategy of Fabletics is working despite various challenges. TechStyle Fashion Group’s Corporate Marketing Officer Shawn Gold said that the brand is growing thirty-five percent every year. The reason for the growth is factors like an honest spokesperson, in-house media, creative teams, excellent price, and good quality. Fabletics has outlets in several counties which is due to profit and marketing.

How Technology is Shaping Current and Future Fashion Designs

The fashion and technological industries have seen a number of changes in the past years and the one thing that is left is for both of them to grow together. When the past is compared to the present, in the 70’s, the boom box was considered fashionable and great but over the years more inventions were made. In the 90’s people went for the Walkman and a decade later the iPod became the in thing as technology usually grows with what you consider fashionable. Presently, the synthesis of fashion and technology is taking shape as fashion designers are attempting to create what they believe will deliver using technology. This will bring higher standards in functionality and innovation. Anouk Wipprecht, a Dutch fashion designer, likens technology to a playground where the more you go in deeper the more you experience endless possibilities.
Looking at the Future
There are fashions that have advanced with the use of technology to offer protection to us. As much as it is not fashionable to wear some bike protection, Terese Alstin and Anna Haupt have created a system that you can wear round your neck as a cyclists’ airbag to protect the head in case of a crash. The cyclist’s airbag does not hinder visibility at all when it is not opened. There are frontline gloves by Kevin Cannon and Ashwin Rajan that could be useful to firefighters as they relay important information through uncomplicated hand gestures.
Fashion and Technology working together
Technology at times needs some assistance to get popular from the fashion industry. Advancements in technology need the assistance from the fashion world. Fashion shows help in displaying the latest trends and styles for easy acceptance. Technology and fashion work together and the future of fashion will lead the one for technology.
About Chris Burch
Christopher Burch is the CEO and founder of Burch Creative Capital and has been an active investor and entrepreneur across various industries for over 40 years. He has played a significant part in the growth and rise of several luxury and technology brands that include Jawbone, Faena Hotel + Universe, Voss Water and Poppin. He used to be a board member of the Continuum Group and Guggenheim Capital.
Burch has invested in a number of industries like technology, fashion and the real estate. He started off his career in his undergrad at the Itchica College, where he and his brother started Eagles Eye apparel that grew to $165 million before they sold it. Burch Creative Capital boasts of Cocoon9, Poppin, Nihiwatu and ED by Ellen DeGeneres.