Fabletics Redefining the Fashion Industry
Kate Hudson, an American actress, is one of the founders of Fabletics alongside Adam Goldenberg and Don Ressler. Fabletics which started on October 1, 2013, is an American online subscription retailer that sells female sportswear, footwear, and accessories. It is commonly known as athleisure. Later on, a men’s activewear line, referred to as FL2, was launched by Fabletics and Kate Hudson’s brother, Oliver Hudson in June 2015.
For customers to obtain clothing from Fabletics, they must make an advance payment. For Fabletics to excel, it has to compete with Amazon that dominates 20% of the fashion e-commerce market. It is not an average task but is necessary. Fabletics brands have a fair price and are of best quality. Customers must feel the pinch of acquiring a product so as to have trust in its quality and also feel a sense of prestige using it.
Fabletics has used reverse show-rooming strategy to its advantage. Instead of the customers browsing offline for products to buy them at cheaper prices, Fabletics has come up with the idea of building physical stores where the customers, after online shopping, go and acquire their products. This has facilitated to build up of relationships between Fabletics and its customers. It has enabled Fabletics to learn more about local markets and be relied on by its customers. 30-50% of the people who visit the stores are already subscribed members and 25% subscribe while in the store. With this strategy, Fabletics in three businesses has managed to make $250 million.
Kate’s co-founders, Adam Goldenberg and Don Ressler considered Kate as their first option while thinking of a partner they wanted to include in Fabletics. She was easy to approach, had an active lifestyle and was not uptight. Kate is an active participant in all the activities that take place. She follows up her team to make sure the styles are always in perfect condition. She always keeps track on the retail and is aware of the ones which have best and poor sales. Kate, unlike other brand endorsers, is comfortable in wearing the Fabletics gear. According to Fabletics president Throgmartin, Kate will always be part of something that she believes to be genuine.
I urge all to find the time and go through the Lifestyle quiz so as to determine a Fabletics gear that suits them. Each individual, especially women should be proud of themselves regardless of their shape size or age.