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.