Fabletics: Personalized Athleisure ware with High Quality Customer Service

When Kate Hudson announced the launch of her athleisure line Fabletics, there were already many well established competitor brands that seemed to have cornered the market on leisure athletic gear. So how has Kate set herself apart from the competition and grown Fabletics to a $250 million business in just three years? The answer to this question is multifaceted and includes high level customer service, exceptional products, and a dedicated brand ambassador who truly believes in her products.

Fabletics uses what is called a “reverse showrooming” technique. Showrooming is the concept of browsing for something in the store, then going home to complete the purchase from an online retailer at a cheaper cost. While showrooming has devastated many brick and mortar retail stores, Fabletics acknowledged the presence of showrooming and decided to incorporate a reverse showrooming technique into their business plan. This way, they encouraged customers to browse online before they buy. Additionally, Fabletics took note of the popularity of subscription services, and they jumped on the bandwagon offering customers an affordable way to have high quality stylish athleisure ware delivered to their homes.

Unlike traditional subscription services, Fabletics encourages customers to complete a lifestyle quiz to customize the perfect outfits for them. The quiz asks the customers favorite workout type, favorite place to work out, and favorite colors to name a few. Fabletics has gear for every body type and style you can imagine. The quiz is fun and easy, and only asks six short questions. It can be found at https://www.fabletics.com/get-started.

So how does brand ambassador Kate Hudson feel about her businesses’ skyrocketing success? The actress claims that she is “really proud” of her business and that she will continue to expand Fabletics. The company already has 18 brick and mortar stores and is ready to open up new stores while continuing to provide diverse, high quality products that allow women of all sizes to feel confident and proud of their bodies. Although Kate Hudson will continue to grow her brand, she is still an actress and mom first and foremost. Overall she expresses that “being an artist is where my heart is at.” Kate’s business partner’s admire her ability to always be true to her authentic self and as a testament to that, you can find Kate in LA, picking up her kids, grocery shopping, and of course, working out – all while in her Fabletics gear!


Fabletics-Reshaping the Activewear Industry

Fabletics has grown to be a $250 million dollar company in just three years. It has been successful because of its subscription structure that sells clothing to its customers. The mixture of a great brand, convenience, and membership has proven to be a winning combination for Fabletics.

 

It used to be that brands with high value were defined by the quality and service of its goods, but this has changed over the last few years. Now customers want brand recognition, a good customer experience, and design and gamification. This is what the modern consumer sees as high-value.

 

Fabletics is not much unlike Apple and Warby Parker and their Fabletics plans to expand its physical stores to sixteen more in Florida, California, Illinois, and Hawaii.

 

Gregg Throgmartin, General Manager of Fabletics, believes that building a modern “high-value” brand from day one is the secret of success for Fabletics. The membership model of Fabletics allows the company to give personalized service and trendy fashion at a fraction of the cost that competitors are charging. He believe it’s easier to satisfy the customer when your know what they want.

 

Fabletics encourages reverse showrooming and has avoided the pop-up store strategy. Instead, Fabletics has built relationships and gotten to know the local markets through various events and activities. This has resulted in 30-50% of customers that walk in the doors of their physical stores to be members and 25% percent become members in-store.

 

Kate Hudson has used a few strategies in order to grow Fabletics successfully. First off, it has proven useful to identify marketing opportunities. Hudson has captured a market space that competitors have overlooked. Hudson has also stayed very hands-on, looking at the sales numbers for each week and keeping an eye on what sells and what doesn’t.

 

She also relies on data in order to make decisions. When new members sign up to become members of Fabletics, they have to take a quick lifestyle Quiz. The data collected form the quiz helps to create products that the customer will want and buy and it helps Fabletics to hear what the customers are saying.

 

Hudson draws inspiration form her mother, Goldie Hawn, and is a member of the Hawn Foundation, which helps to teach kids mindfulness. She also feels it is important to not only believe in yourself, but to also take risks. Hudson believes it is important to live your passion.

Stores That Offer Fashion Competing With Fabletics

Throughout the recent years, people have been getting their clothes from retailers. Fortunately, there are a ton of retailers that are offering fashion. Some of the most successful retailers have managed to adapt throughout the years. Among these retailers for fashion are Macy’s, JCPenny, Nordstrom, and plenty of others. They have managed to bring forth something that people love. However, there is a newcomer that is taking everything to the next level. This newcomer is Fabletics. This store offers what other stores don’t. They offer people athleisure clothing that is meant to attract the individual.

 

One of the aspects of Fabletics that make it stand out from the other retailer companies is that instead of telling the individual how she should look, it actually encourages her to explore her own look. This actually makes shopping fun for her. While she can dress to impress her friends and other people, the best thing she could do is impress herself with the ability to put together some of the most stylish outfits. She will learn what she looks the best in. At the same time, she will notice that the outfits that she like are also liked by others. This increases her confidence in her style.

 

Fabletics is made with the confidence in the ability for the individual to put together an outfit. While someone else could give the person an example of the type of outfit that she would look good in, she is the one who dresses herself. Therefore, she should take the time to come up with some good styles that she likes. It is said that a good relationship with oneself is very important for reaching one’s own goals of life fulfillment. Being dressed in ways that one enjoys is one of the best ways to improve the relationship with oneself.

 

Fabletics is all about self expression. This is the age where people are encouraged to express themselves in the way they want. People are allowed to explore themselves in order to find something that will bring them the greater sense of self worth as well as the admiration for their ability to present themselves the way they want to.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on