Now that Amazon has been comfortably in the driver’s seat in the online apparel market for years, they have seen just about competitor threaten to take them off the top spot. Even with a huge 20 percent of sales in a very crowded apparel market, Amazon has thousands of competitors all struggling at the bottom trying to make enough money to stay profitable. Now take a look at Kate Hudson’s Fabletics, a company working in the same niche as Amazon, but able to sell nearly $250 million of their ladies workout apparel in only three short years.
This is quite an accomplishment considering who the leader is in this market, and Hudson will tell you that it all comes down to a few key fundamentals. In order to distance themselves from the competition and close the gap to Amazon, Kate Hudson’s Fabletics employs a unique membership program combined with reverse showrooming. These two techniques seem to work well together, and seeing is believing in this industry for certain. Look at what happens inside the Fabletics retail store at the local malls. Women are lining up to take the Lifestyle Quiz, window shop, try on new arrivals, and just enjoy the no pressure sales atmosphere.
In fact, most women leave the Kate Hudson’s Fabletics retail stores without buying. Is this model going to sustain?
Leaving the store actually is part of the reverse showrooming sales technique that has helped Kate Hudson’s Fabletics to explode in sales, and here is how it works. Women today are busy, and while they love trying on this athleisure brand in the stores, they don’t have time to browse all the selection, so they leave the store knowing that Fabletics has already uploaded the ones they tried on into their online account. Now when these same women have the time, they can log into their account at Fabletics and continue the shopping knowing exactly what sizes to buy.
Membership perks are what separates Kate Hudson’s Fabletics from Amazon and eBay. Instead of having to pay around $80 for a Prime membership at Amazon, you get your numerous membership perks for free at Kate Hudson’s Fabletics. These membership perks include getting free assistance from your own personal shopping assistant. Discounts on all the apparel both online and in the stores at the mall, and even free shipping for all your online orders. At this rate, Kate Hudson’s Fabletics will be dominating the market when new shoppers are quickly turned to loyal customers.
Fashion is a hobby that many people consider their strong point. In fact, most people who are into fashion probably wouldn’t call it a hobby. For some, it’s their life; getting up with trends and setting trends of their own. For actress and fashion icon Kate Hudson, fashion is more than just the clothes someone wears.
Kate Hudson is famous for a lot of her acting and fashion on the red carpet. As the country shifts its attention more toward health and fitness, she’s become more famous for her amazing body. People are realizing how difficult it is to stay in the kind of shape she does.
People are also noticing how good she looks while working out. Fashion is a big part of Kate Hudson’s life, and she figured why not introduce high fashion into fitness wear. The premise of Fabletics is offering fashionable workout attire that’s also affordable.
Historically, high-value brands only had good prices and quality goods or services. As time past, consumers became more focused on extra features. Having good prices and quality products is no longer enough to compete in today’s economy. The modern consumer uses things like customer experience and brand recognition to determine high-value.
When it comes to brand recognition, Fabletics is world-renowned. Kate Hudson is not only involved; she’s the driving force behind much of what Fabletics accomplishes. She works hands-on in the designing process to ensure the best designs get through. She also encourages people to take Fabletic’s lifestyle quiz to see what products Fabletics recommends for them.
Recently, Fabletics began opening physical stores. The retail market is very different from the e-commerce market; much more hazardous. To combat people desires to shopping at other stores, Fabletic’s stores focus on getting to know the local markets.
To Kate Hudson’s credit, Fabletics is well-received amongst reviewers and bloggers. Usually, membership fashion brands don’t hold up to their promoted standards. One reviewer even called Fabletics “worth it for the money”. She was surprised by the quality of a pair of leggings she bought from Fabletics. She noted how well the compression kept over time.
She also noted how expansive Fabletic’s variety of styles is. Fabletics has everything from simple one-colored tanks and bottoms to cut-outs and sheer fabrics with bold patterns on them.
Fabletics is a fashion brand and company that was started by movie actress Kate Hudson. It is known for offering active wear for women. The company combines high end clothing with highly competitive pricing, convenience and membership based services to create a brand that is able to compete with the likes of e-commerce giant, Amazon. 20% of the total online fashion market goes to Amazon currently. The fact that Fabletics, a recent startup, is able to compete with Amazon is an amazing feat in of itself.
So how exactly does Fabletics manage to compete with Amazon? Offering quality products at a good price used to be enough for success, but not anymore. Companies must go above and beyond know to win over the modern customer. Today things like brand popularity, customer service and experience and exclusive products are becoming greater factors in satisfying customers. Shifting gear back to Fabletics, the general manager of the company thinks that Fabletics has managed to win over customers and establish itself firmly in the market for several reasons.
Fabletics, says general manager, Gregg Throgmartin, has created an unorthodox brand image since its inception. It tailors the shopping experience to the customer and is able to offer prices as low as half of similarly priced competitor items. Combine the two, and you have an almost surefire recipe for success even in the tough world of e-commerce. Throgmartin adds, that, when you know what your customer’s preferences are, it is that much easier to offer them products that you think they will like. This also allows the company to pass on savings to its subscription members.
Other factors also play a role in the rise of Fabletics despite fierce competition in the marketplace. The brand is focusing increasingly on customer value. This is becoming more and more important and valuable both in terms of sales and overall business value. Brand value on the other hand seems to have dropped in importance when compared to customer value.
Fabletics has managed to turn showrooming into a plus and not a minus too. Most of the visitors to the store are already paid and subscribing members to Fabletics on the web. Stores also have a conversion rate of about 25% of new shoppers into paid subscribers. When clothes are tried on in store, they are also automatically added to a person’s online shopping cart. This seizes on the opportunity that a person can try a product in store, but decide to purchase it later online.
The Fabletics model also makes stores more likely to be profitable. For example, by already knowing what the interests and preferences of its paid members are in an area, Fabletics stores can be stocked with items tailored to their needs and preferences. This makes it more likely that stores will sell their merchandise at a profit and not end up selling items for a loss at clearance level prices. Fashion trends and internet data are also taken in account when inventory is determined for physical stores. This is yet another way that Fabletics is using technology and trends to make its stores and ultimately its company more profitable.