Fabletics is a renowned workout clothing line that was co-founded by Kate Hudson. The firm has taken the fashion sector by storm for the past three years that it has been in the market. It has a broad range of high-quality products that are sold at a pocket-friendly price. The workout clothes that Fabletics provides are very comfortable, fashionable, stylish, and hold up their shape. The enterprise has currently grown, and it competes with top firms that offer fitness apparel such as Athleta and Lululemon. It sells the same top notch products that it competitors sell but at half the price.
Fabletics is keen on after sale services unlike most of the brands in the industry. It is currently benefiting from the rising popularity of the subscription plan that it offers. The firm’s online platform requires the users to take a short survey during the signing up process. The quiz informs the company on the style and workouts of an individual. Fabletics uses that data that it collects to ensure that offers the best products to its clients. The company provides regular and VIP membership to its customers. All its personalized clothes are sold at a discounted price. VIP members are given privileges such as free shipping, free accessories, and free returns. Individuals are offered a ‘skip the month’ option if they do not want to purchase any commodity in a certain month.
Kate Hudson’s firm also own about 18 brick and mortar stores that are based in various parts of the United States. These physical stores have assisted it in increasing accessibility. Fabletics is planning to establish 12 brick and mortar shops in different cities across the country. About 50 percent of the consumers still like shopping is physical shops despite the rise in the number of online stores. This is because they get an opportunity to experiment varying textures, colors, and also have a chance of fitting the clothes. Fabletic’s online store has flourished for in the past three years that it has been in the market, and the company gained revenue of $250 million. The success of the enterprise is also attributed to the reverse showrooming technique that enabled it to establish healthy relationships long term clients.
The reverse showrooming program targets individuals who browse for products on the online stores but visit the brick-and-mortar stores to purchase them. The tactics have assisted Fabletics in increasing the number of members and also enhance the loyalty of the clients. The company has also managed to synchronize its physical stores with the online platform to the extent that products that are purchased in the shops are added to the website’s shopping cart.
Kate Hudson understands the need of using great marketing strategies in building a brand. The firm sends monthly newsletters that have excellent outfits to the clients every month. Fabletic analyses it’s the sales from its physical and online store to know the products that sell well. It also determines the clothes and accessories that it stocks based social media sentiments and also the past customer experiences.