Kate Hudson’s is Focused on Making Fabletics a Success and Taking On Amazon

The subscription based athletic clothing service Fabletics has captured the market since the company first launched in 2013 and has grown considerably in the three and 1/2 years since then. Since its inception, it has been helmed by actress Kate Hudson, whose original claim to fame was the movie Almost Famous.

 

The founders of Fabletics, which include actor Kate Hudson, set out to revolutionize the way women buy athletic wear. The brand was designed to offer quality, fashion forward athletic wear that is both durable and comfortable. Customers can order clothes from the convenience of home, something that consumers quickly realized was, once the internet and online retailer Amazon revolutionized shopping. Fabletics has grown exponentially since its inception. In fact, some people believe that the small company is giving Amazon a run for its money, especially when it comes to women’s athletic wear.

 

One advantage that Fabletics has over other online retailers is that they customize and tailor their selections to each and every customer. Not just through an algorithm, but through a quiz that is designed to understand each and every customer self-reported likes and dislikes. This online quiz is one of the first things new members see and takes only a few minutes. Becoming a member gives customers plenty of great benefits, including discounts and personalized selections that are sent to each customer on the first of each month. It’s easy, and it’s one of the biggest reasons why Fabletics has grown so fast.

 

 

Since the company was founded, it has grown quickly. Not only did the growth and potential of the company attract enough investors to be what Silicon Valley calls a ¨Unicorn¨aka a startup that has raised over 1 million in funding, but the online based company has been successful enough to start opening brick and mortar stores. Starting in 2016 the company has open 17 retail locations as of the middle of 2017.

 

Even though Kate Hudson is proud of the success she has achieved as the co-founder of a popular athletic wear brand, she still considers acting her main job and has no intentions of retiring anytime soon. Hudson takes Fabletics seriously and works hard to be involved in as much of the company as possible. She approves all of the designs and checks for quality, in addition to appearing in the vast majority of the advertising that Fabletics runs. Her level of involvement is a true testament to the quality and detail that Kate Hudson’s Fabletics have built the brand on.

Fabletics Company Is Booming and Still Holding Strong 3 Years Later

Kate Hudson is an accomplished actress that has taken the world by surprise when she co-founded Fabletics. Fabletic sells athleisure apparel for all shapes and sizes. The sizes offered start at XXS all the way to 3X. Fabletics is affordable and that is one of the reasons why people like it. Fabletics has been going for three years now and is worth over $250 million. They use a different approach than most. It is subscription based and this is how they get more intimate with the consumers. This subscription gives them insight on what the consumer likes and is looking for. There are many companies out there trying to bank on the athleisure apparel but Fabletics has found success by running their company by three rules.

 

The three rules are reverse showrooming, collecting data, and relying on growth. Reverse showrooming has been nice to Fabletics because it is working in their favor. Online browsing and shopping is no longer seen negatively and is done in a positive light. The premise is that nearly 50% of the consumers that go inside the Fabletics physical store are already members. Whatever they try on goes right into their virtual shopping cart. They can either purchase the item in store or online. Then there is 25% of the consumers that become members before they leave the store.

 

Online data is a key source of trends since they are always changing. The physical stores stay stocked with what is trending based on the data and the online store is treated the same way. If stores don’t keep up with the demands and wants of society, then they begin to fail. Fabletics don’t rely on the data to make the company successful, it is just a stepping stone in a lucrative business.

 

Growth is one item a company looks for. Without growth, then a business can’t survive. With Fabletics using all three of these rules, it has worked for them thus far. The company anticipates at least a 35% increase yearly. This is pushing Fabletics on up in the ranks because the brand is so popular. They are no match for Amazon and the figures are showing it.

 

Kate was asked what makes a business successful and she named 5 tips. Identify marketing opportunities. This allows for the company to see the bigger picture. Most athletic wear is expensive, but Fabletics lowered the prices so it is still seen as high end but at an affordable price. Staying hands on with sales is imperative. Be in the know on what is working and what isn’t. Replace what isn’t working with something that will. Also relying on data aids the company in price ranges and what consumers want to see. During the sign up to their subscription services, a short quiz is given just for that reason. A company can’t succeed if the management isn’t inspired. Inspiration is what fuels the drive and without that, then it creates a problem. Lastly, believe in yourself and don’t be afraid to take a risk. Without risk taking, no one would be where they are today.

The Brand in the Hearts of the Founders: Fabletics

Among the top global trends, last year was that finally, Amazon had a competitor. The challenge was the little-known Fabletics. The General Manager of Fabletics put it across that the secret behind their success is their will to redefine the meaning of a high-value brand from scratch. This different way of doing things focuses on personalizing services and offering trendy, fashionable clothes at a lower price compared to the competitors. The company hopes to make its customers happy, and the secret behind this is understanding the people and what exactly they want.

 

According to Fabletics, the modern consumer is changing, and the secret to getting hold of such customers is by understanding them. This is the reason why Fabletics has taken things differently and are data intensive. Online data is very crucial and helps this company avail exactly what the consumers want. The items displayed online and physically are the right ones as doing otherwise would risk putting the consumer off. Stores located in different places are location specific and using the data collected, stock merchandise that only appeals to the people living in that area.

 

Similarly, cutting edge technology and data analytics, seamlessly scalable operations and access to exclusive product lines bring the battle to the front door of competitors such as Amazon.

 

Fabletics enjoys a cult following on social media. New offerings hit the online media and individual accounts, and there is no shortage of buzzing discussions regarding the products such as Size fits, colors, price and consumer opinions. Bloggers and social media enthusiasts have hopped on the bandwagon giving unprecedented brand exposure to not only their products directly but also reviews and feedback that is vital to retaining long-lasting consumer relationships. Fabletics products are trending for value on money, quality, and style.

 

Membership offers discounts and new promotions including individual item suggestions based on recorded preferences. Their monthly subscription service is also free and popular with consumers, as going through a month without making purchases is not penalized. Fabletics is unique because it is taking the battle to the competitor. Their strategy is to carve out a niche in the existing market.

 

<blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-version=”7″ style=” background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% – 2px); width:calc(100% – 2px);”><div style=”padding:8px;”> <div style=” background:#F8F8F8; line-height:0; margin-top:40px; padding:35.2777777778% 0; text-align:center; width:100%;”> <div style=” background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;”></div></div> <p style=” margin:8px 0 0 0; padding:0 4px;”> <a href=”https://www.instagram.com/p/BM6kNw1B3CL/” style=” color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;” target=”_blank”>Win a surprise for your squad! Post pictures of you and your squad using #FableticsSquad &amp; #Contest in the caption for a chance to win the ultimate squad surprise ?????????? US only. 1 winner and up to 4 friends will be chosen and notified via DM every Tuesday. See official rules ?? http://bit.ly/FableticsSquad</a></p> <p style=” color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;”>A photo posted by @fabletics on <time style=” font-family:Arial,sans-serif; font-size:14px; line-height:17px;” datetime=”2016-11-17T14:45:23+00:00″>Nov 17, 2016 at 6:45am PST</time></p></div></blockquote>
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