Setting the Sales Trends with Fabletics


The contemporary fashion industry is characterized by dynamism, variety diversification, high velocity as well as a myriad of complexities. One of the companies operating in this challenging and peculiar industry is Fabletics which was founded by Kate Hudson, Adam Goldenberg and Don Ressler in 2013. Fabletics merchandise includes women’s sportswear, footwear, and accessories which are also known as athleisure. The company’s success in this industry can be attributed to its e-commerce supply chain model.


It is common knowledge that enterprises take between 5-10 years for them to break even. Fabletics is a company that has shown a unique and a desirable pattern of growth with remarkable success. Foremost, as a relatively new entrant in the industry, where Amazon takes pride in 20% of the e-commerce market, Fabletics is coming up with world-class strategies at operational, tactical and strategic echelons of management to gain and attract new market shares. One of the strategy that this firm is using is the reverse showroom technique. This way, they have outwitted Amazon, and as and per now, Fabletics is all the craze in the fashion industry.


Fabletics is the commanding fashion industry due to its success in meeting customers’ needs and taste of fashion and fads and especially actors and other socialites. More so, the firm’s success is underpinned by the founder’s zeal to promote healthy living through availing products of superior quality yet at competitive prices.


To further boos the brand, the firm has pooled $250 million to fortify its portfolio. This will strategically enable them to compete favorably with Amazon. The company brand boasts of global presence as it has branches in United States, Canada, Spain, Germany, France Netherlands and the United Kingdom. By the end of 2017, Kate Hudson ought to have scaled up the fitness shops from 18 to 30.


Kate Hudson is described as a hands-on person who keeps abreast with latest fashions and design processes, an authentic team player. Hudson led a drive to make clear communication a priority. This way, Fabletics improved its customer service function, and ultimately they were able to match their demand with supply accurately. Such commitment to quality and customer service has made the company experience a three-digit growth. From a low 43% in 2015 to an amazing 644% in 2016. Finally, before you step in at Fabletics, take a lifestyle quiz, he honest with yourself when answering the questionnaire, this way; you will establish the best gear for you.

How Fabletics Adapted to the Modern Buyers’ Needs


While traditional brands, especially in the realm of active wear have been defined by the quality of their goods, that is no longer enough to build a truly loyal customer base. Customers are constantly looking for the latest trend and have a threshold for a level of customer service that is higher than ever before. Today’s customer expects not only to receive a quality product but for the “surprise and delight” factor. This factor means customers expect to speak to a real person when they call a customer service line, expect things like free returns and even so far as to feel like they are a part of that brand through social media.


In a recent CNBC article, Kate Hudson spoke about how her company, Fabletics, is doing just that, and more. Fabletics has been around for three years and in that time has generated $250 million in sales – a huge feat for a startup that is on par with the success of brands like Apple and Uber. The athletic wear company specializes in a subscription model where users receive a monthly package that includes one fun and trendy workout outfit tailored to their personal preferences.


Hudson founded this company in a time when there was a massive gap in access to well-made athletic apparel that was also reasonable affordable to the modern consumer. At the time, the market had only extremely high-priced athletic wear and pieces that were more affordable, but that focused on functionality and not style. She saw this opening in the market and launched Fabletics at a perfect juncture.


In the CNBC article, Hudson also spoke about the importance of taking risks and utilizing big data to reach consumers. While the company acknowledges it isn’t all about big data, the reverse showroom technique they utilize has definitely been a key factor in their success. Instead of inviting buyers to a traditional store, the digital showroom gives users a custom experience and invites them to view the product and become a part of the brand without ever having to enter a store.


One of the keys to the reverse showroom success is Fabletics’ LifeStyle Quiz. This quiz ensures that every user takes advantage of an algorithm that matches their unique taste in working out and styles with the clothing that will be best for them. This cuts down on return rate and increases customer loyalty, contributing to the brand’s booming success.

Kate Hudson’s Fabletics Hot on the Heels of Amazon in the E-commerce Fashion Market


Kate Hudson’s Fabletics, which has been rapidly growing for the past three years, is now competing with Amazon that controls 20% of the online fashion market. It offers brands that meet customers’ preferences and trigger their interests hence achieving a compelling sales combination.


The Evolution of Fabletics


Traditionally, high- value brands have been defined based on their price and quality. However, a change in the economy currently limits the two factors because they no longer guarantee a competitive advantage. Modern customers aiming for high-value brands look out for quality customer experience, brand recognition, positive online reviews, and exclusive designs.


Fabletics has successfully penetrated the online fashion market. Furthermore, its tactics, location, and online presence have been helpful in increasing its membership. The company plans to open more physical stores across the United States. This phase of development will add to its 16 stores located in Florida, California, and Hawaii.


Gregg Throgmartin, Fabletic’s executive manager, thinks of the expansion as building a contemporary market and creating a new phase of the high-value brand. Additionally, he praised the firm’s membership model that allows personal and on-trend products at a reduced price, which is half of what its competitors are offering.


Three Unique Makeover Tactics Used in Fabletic’s Physical Stores


Fabletics uses the emboldening reverse showrooming strategy approach. This allows customers to browse and complete purchases while in stores. The approach has enabled the firm to create relationships, become reliable, and gain knowledge of the local markets by holding different activities.


The second approach is the proper use of online data. Online data based on customers’ preferences assists in stocking products in the company’s physical stores. Moreover, stores can be stocked according to a variety of inputs including heat-mapping data, real-time sales, and social media sentiments. Fabletic’s senior V.P of Operations, Dustin Netral, revealed that what makes a brand successful is its ability to use global trends and users’ preferences to come up with products.


Finally, development encompasses concentrating on accessibility, people, and culture. Shawn Gold, a corporate marketing officer, describes growth as having quality items at a high price, a reliable representative, and a specialized team that can grow a brand to new heights.


Teri Hutcheon, a “foodie stays fit” blogger and a long-time member of Fabletics revealed her excitement after purchasing workout outfits from the company. With a little credit, she got salar leggings, moro shorts, an omemee tank, a suva run short, an embra tank, and a sevan sports bra.