Kate Hudson’s company Fabletics focuses on its customers as well as the experience. One of their main goals is to help create a support system via membership to help, not just to get to know their customers but also to help motivate and inspire them to be active in their own day to day lives.
Fabletics is designed to be fun, while at the same time, sporty and customized to fit your daily lifestyle rather than be the path to becoming fit or to continue being healthy and have something to wear that is flexible with your schedule.
The competitive side to Fabletics is not just at core business principles but is also integrated into their subscription, or rather their membership, where unlike some other memberships at other fashion stores Fabletics’ is all-year-round meaning that they don’t produce things seasonally.
For the customer and exclusive member, this means 25-31 new outfits a month. Which can be really exciting for the exclusive members that frequent their favorite athletic clothing outlet. Brand new designs, colors, and choices mean the customer will be happier and is sure to excite them about whats going to be next.
But the fun and success don’t stop there, Fabletics has always been known for its reverse showrooming which puts Fabletics into direct competition with Amazon and other online retailers. However, despite being much smaller than Amazon at its creation Fabletics’ business model has contributed largely to their success. Instead of going online to just browse products you are greeted with the opportunity of becoming a VIP Member before you’ve taken a look at any of their products. However where it becomes more intuitive and personal than other retailers such as Amazon is that along with a VIP Membership you are also given an offer to discount your first purchase after signing up.
The personal connection only starts there though with an interactive quiz (which can be found here: https://www.fabletics.ca/get-started) about you and your lifestyle, as well as getting your measurements so that the website can actually help you find and discover products specifically tailored for you and your body type. This not only allows Fabletics to get to know you but also creates a very comfortable and welcoming experience for potential new customers and members. You are treated as an individual and not just another consumer.
Fabletics is a firm that is recognized for the top notch clothing line that it owns. The enterprise was started in 2013, and Kate Hudson is one of its co-founders. Fabletics has been making significant profits for the past three years that it has been in the sector. It has majored in offering a variety of athleisure wear and accessories. The products that it offers are of the best quality and also affordable to the consumer. The company strives to ensure that all its clothes are highly comfortable, stylish, trendy, and long lasting. It has currently attracted over one million subscribers on its online platform and is competing with renown fitness apparel providers such as Lululemon and Athleta. The firm also sells its products at a half the price that has been set by its competitors.
Fabletics has been devoted to meeting the after sales needs of the clients unlike many other brands in the sector. Its customer service has enabled its subscription plan to become very famous. The online platform of the company requires new subscribers to answer a few question when they are signing up. The survey that they take enables the firm’s staff to understand their preferences. The data that is collected assist the company to offer products that fulfill the needs of the market. Fabletics allows its clients to subscribe as either VIP or regular members. The company offers customized products at a discounted price to all its subscribers. Various treats are available to VIP members. They include free accessories, shipping, and returns. Fabletics’ website is flexible, and it enables the clients to skip a month when they do not wish to buy any products.
Apart from the e-commerce stores, Fabletic currently runs about 18 brick and mortar shops that are distributed across the United States. The physical stores have increased the accessibility of the firm, and its will be launching 12 more in 2017. According to statistics, over 50 percent of the consumers prefer to buy commodities from physical stores even though several online shops offer a wide array of products. Brick and mortar stores enable one to try different features of a product such as color, texture, and size. Fabletics’ online and physical stores have made huge profits for the past three years, and its worth was estimated to be $250 million in 2016. Reverse showrooming has also facilitated the growth and return of the firm.
Fabletics has been using the reverse showrooming technique whereby it invites individuals who browse for products online to visit its brick and mortar stores. The program has enabled the firm to increase its subscribers and also develop healthy relationships with them. Kate Hudson believes that having great marketing strategies is essential in building a brand. Her company offers the clients monthly packages that contain excellent products, which match their preferences. Fabletics determines the fashion taste of its customers by analyzing the sales data that is collected from its online and physical stores as well as social media sentiments that are made by people.
Lime Crime cosmetics company is known for their fun and funky makeup products. They have become incredibly popular because not many other companies off the variety of bright and unusual shades that they do. They are always creating new cosmetics to help their customers create looks that express their individual style. They are always working on products to add to their collections such as their new metallic lip shades that they have added to their Diamond Crushers collections.
The Diamond Crusher collection adds shimmer and shine to the cosmetics and with the addition of the metallic hues, they will create a stunning effect that will draw attention. They have developed shades such as Cleopatra which is a rose gold shade. Lime Crime didn’t just stop with cosmetics, however, they have recently begun to produce incredibly colored hair dye to add to their growing list of brightly colored product offerings.
Unicorn Hair is the name of their new hair dye line. It has yet to hit the shelves but is expected to be release sometime around April. The Unicorn Hair dye comes in eleven bold shades. Colors range from light pink to a deep rich purple. It is expected that Lime Crime loyalists will be waiting to buy them as soon as they are released for sale to the public. The jars of dye are priced at sixteen dollars each and will be available for purchase on Lime Crime’s website. With the release of exciting products such as these, fans of the company can’t help but wonder what they will come out with next.
Kate Hudson’s Fabletics is enjoying a steady growth, hitting $250 million in just three years. It is an achievement considering that Amazon controls 20 percent of the fashion e-commerce market. Fabletics is part of the ‘activewear’ movement and customers buy the clothing through subscriptions. When you have registered as a member, it is easier to find the right piece of clothing. For many decades, high-quality products have been known for the high prices placed on them. Nowadays that is not the case. Competition on the market is getting tougher, and companies have been forced to focus on what makes the customers happy.
In the fashion industry, brand recognition, customer experience, and great designs are vital. Fabletics has followed this new strategy to the latter, and it is working for them. The company is looking forward to opening more physical stores. They will be an addition to the 16 sixteen physical stores that are in places such as Illinois, Florida, and California. Gregg Throgmartin, the general manager at Fabletics, says that the secret to success in their membership model is to offer personalized services to customers at a lower price. He adds that it is easier to make someone happy if you know what he/she wants.
There are three ways Fabletics does its business differently. The first is having the same content in physical and in digital form. What they do is collect online data about fashion preferences in a particular area. They combine this with the global fashion trends. The result is that the local physical stores will have exactly what the customers want. The second is something known as ‘reverse showrooming.’ In most cases, customers check out products in physical stores then buy the same clothing at a lower price elsewhere. Fabletics approach is allowing the customers to browse and buy. The result is that half of the people who enter a Fabletics physical store are already members and for those who enter, 25 percent of them become members.
Lastly, Fabletics focuses on people and their culture. They know how to market their products in such a way that it will appeal to the 21st-century customer. Accessibility, membership programs and smart distribution methods are some of the things that put them above their competitors. Many websites have given Fabletics positive reviews. Krazy Coupon Lady said that the outfits were affordable (each at just $25). In A Foodie Stays Fit, the outfits from Fabletics are described as being of high quality (soft, hold their shape and don’t fade). Lastly but not least, Trust Pilot rates Fabletics “Great” at 7.9 stars out of ten.
It is hard as a fashion company to succeed in the online market when companies like Amazon are capturing over 20% of the total online market. Amazon offers clothing at a cheaper price and customers like that they can order it along with ordering toothpaste, a book, a winter hat for their child, and a new batteries. 2 day shipping offered by Amazon and the realm of products offered makes them a convenient go to. A company like Fabletics has their work cut out for them when competing with a company like Amazon, but they seem to be handling the job extremely well.
What Fabletics does is focuses on service. With all of the competition online it is important to make the customer experience as valuable to them as possible, to keep their business. Fabletics offers a streamlined and affordable membership service online for the active lifestyle millennial woman and man. They know the active lifestyle woman fits a lot into her busy schedule, so they streamline the shopping experience for her. A style quiz at the beginning of VIP membership lets the stylists know what she likes and what kind of workouts she does. Each month, the member receives a hand selected group of clothes that are chosen just for her. For $50 per month she can buy an entire outfit. Not bad, considering the similar competition on the market selling one leg of pants for the same price. Offerings include sports bras, running shorts, cropped yoga pants, full length yoga pants, running tops, sport bra tops, and zip up jackets. Many of the pieces work together season to season so the fitness wardrobe can be built upon and added to.
The Fabletics members get to have this experience every month, and because of this they have a loyal customer base. The recent openings of several brick and mortar stores ended up being an extension of the customer service experience for their clients. This gave them the opportunity to shop in person in addition to their online membership. There are also new athleisure pieces available in the store that are not available online, like jackets, dresses, and pieces they can add into their athletic wardrobe to expand it and make it more versatile.
The storefronts also attract new customers who may have heard of Fabletics through their branding and marketing. When the new customer walks into the store they are not simply entering a retail storefront they have never heard of, and even if they have not, they will soon become aware of the membership benefits and how the program works. By offering walk ins a taste of what the brand offers at their fabulous prices they are more compelled to become interested in the membership where they can have exclusive access to a wider breadth of merchandise stylized just for them every month. Fabletics signs up new customers directly from their store making membership an easy and integrative experience that just becomes a part of their storefront operation.