It is not easy for a product to do so well in the e-commerce market given that Amazon have 20% of it under its control. However, Fabletics has managed to do just that as it has managed to grow its business to $250 million in just three years. Fabletics, which is associated with Kate Hudson, forms part of an ‘activewear’ growing movement that relies on a subscription mechanic to move its merchandise to customers. This kind of premise is easy as customers prefer brands that are both aspirational and push them a bit. If this is mixed with membership and convenience then the brand gets a formidable combination.
Historically, the high value brands were defined by their prices and quality of their goods and services. However, a recent economics shift has rendered this combination incapable of guaranteeing success and competitiveness. There are fresh things like customer experience, exclusive design, last-mile service, gamification and brand recognition elements are the new determinants of what entails high-value to the modern consumers. Fabletics has employed a strategy similar to what Warby Parker and Apple use and its positioning and strategies are paying off well in form of additional physical stores. There are more stores that have opened up, adding to the previous sixteen operating in Illinois, California, Florida and Hawaii.
What is Fabletics’ Secret?
Gregg Throgmartin, the general manager of Fabletics, in answering what is the secret behind the success of the brand believes it is the building of a reimagined and modern version of a high-value brand from the initial. Fabletics’ membership model has allowed the brand to offer on-trend fashion and personalized services at half the competitor’s prices. He added that it was much easier to make customers happy when a brand understands who they are and their needs.
Fabletics encourages the reverse showrooming technique unlike the other brands that are getting massacred by showrooming. Showrooming refers to an instance where customers browse offline and then proceed to make their purchases from cheaper avenues. Fabletics turned browsing to a positive thing and its strategy enables it to build correlations, be reliable and understand the local market better through various activities and events. This ensures that over 30-50% of all people walking into Fabletics are members and a further 25% gain membership while in store. Fabletics does not mind if a customer does not buy in store as any clothing they try on goes to their shopping cart online and it offers retail services.
In addition to reverse showrooming, Fabletics has also grasped the idea of ensuring that the right content is always shown in the digital and physical as crucial. This ensures a consumer’s brand journey is not destroyed. Lastly, the growth of Fabletics has been down to focusing on people, culture and accessibility.
Kate Hudson’s Fabletics deals with female sportswear and accessories (athleisure). The brand thrives on offering its customers/members with outfits that have been personalized to meet their preferences in both lifestyle and fashion. It is a subsidiary of the TechStyle Fashion Group (formerly JustFab). Kate Hudson and TechStyle’s co-CEOs Don Ressler and Adam Goldenberg launched Fabletics in 2013.