Fabletics has done the unthinkable and has become very dominant in a market dominated by other major retailers such as Amazon. Fabletics has become very successful in a short period of time and is now worth $250 million. Pretty impressive since the founder of Fabletics, Kate Hudson, does not have a background in business.
Fabletics is an athleisure brand that uses a subscription service and a personalized Lifestyle quiz to give its customers exactly what they want. The company offers convenience and great service as well as products that are of high quality but without the outrageous price tag.
It used to be thought that high-priced clothing meant that it was really good quality,but Fabletics has shattered that perception. With Fabletics you can get great clothes for a great price.
Fabletics has used “reversed showrooming” to its advantage. This type of strategy involves a slow and gradual growth of the business,and it has worked. The customer has been shopping in stores and then buying the same product elsewhere,and this has negatively affected many businesses but not Fabletics. They really changed a negative into a positive and had gotten to know their markets. Using the Lifestyle Quiz has really helped the company to pinpoint what it is that their customers want and have used it to their advantage. This means that 30 to 50 percent of their customers that go into their physical stores are already members and that another 25 percent become customers.
Fabletics have not gone unnoticed,and even celebrities like Demi Lovato are promoting the brand. Kate Hudson has a real knack for designing the new styles for the company,and she stays in tune with what is happening. The lifestyle Quiz has helped the company to know what it is that their customers want and they have adjusted their clothing lines accordingly. Fabletics is all about giving their customers what they want. They are all about customer service and great clothing that fits right,and that is comfortable.
The company grew slowly bit steadily,and Fabletics has really focused on quality and great customer service rather than focusing on scaling quickly. Fabletics partnered with TechStyle Fashion Group,and this has proved to be a good move. This partnership has really helped the company to grow and develop. Fabletics does not plan to go anywhere anytime soon. They are growing and new members keep joining the company.