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.