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How Did Kate Hudson’s Fabletics Catch Up with Amazon?

Over the past few years, Amazon has been pulling away from the thousands of competitors in the fashion e-commerce market as far as sales numbers. Looking closely at the numbers, you discover that Amazon sold 20 percent of all the apparel in this niche, distancing themselves from the closest competitor. There may be a new closest competitor in the rear view mirror of Amazon, as Kate Hudson’s Fabletics begins the charge to the top. In a little less than three years, Kate Hudson’s Fabletics has sold more than $250 million in women’s active-wear in this same space.

 

If you are curious how a newcomer to this niche could explode on the scene like this, Hudson tells you what separates her athleisure brand from the rest. It isn’t the high-quality workmanship or the celebrity name attached to the brand making it sell so well, Hudson says the unique mix of her membership perks combined with the reverse showrooming sales process are the keys. All you need to do is to drive to the local mall and stop in the Fabletics retail stores. Women will be trying on all the active-wear, applying for their membership, taking a lifestyle quiz, and window-shopping for the latest in workout apparel.

 

Kate Hudson’s Fabletics is making their way just fine in this fashion e-commerce market with the help of their website. When a member of Fabletics tries on apparel in the mall stores, the pieces are then uploaded to their online account. That means they are able to just continue their shopping when they have the time, without pressure or the concern of having to think about sizing. What winds up happening is these shoppers check out the larger online inventory and just start filling up the e-shopping cart with impulse items. This is one reason that sales have exploded in only a few short years.

 

Don’t forget about the numerous membership perks awaiting these shoppers at Kate Hudson’s Fabletics. From free shipping, discounted apparel prices, to help from their own shopping assistant, this is a pampering experience women are certainly reacting favorable to. Amazon rewards their buyers with Prime membership for $80 a year, and it basically includes a discount on shipping, nothing more. Kate Hudson’s Fabletics is piling on the perks and making it simple to shop for all the latest in women’s workout apparel. Amazon may soon have some company at the top of the retail apparel market.

The Innovation Mind of Kate Hudson and Her Fabletics Brand

Fabletics is the brand that has managed to lead in the clothing industry for women because it caters to people that are interested in fashionable workout gear. Most women find workout clothes that somewhat sporty but there is no real style to most athletic gear. Kate created comfortable and stylish at the same time. This is not always a thing that is possible to achieve, but Kate has been able to do this effortlessly. She has proven that women will come when stylish clothes are put before them. This is the thing that is giving her brand an advantage even when it is still a fairly young company.

 

Women have become big fans of this company because it gives them a chance to pick out cute clothes that are exclusive to the Fabletics website. Many women have discovered that this is the type of site that they are looking for if they want clothes that are adorable. Kate Hudson has put a lot of time into working with clothing designers to get the type of clothes that are made to last regardless of how strenuous the workout process maybe. Kate Hudson is someone that knows about working out because she does this regularly, and she wanted her clothing line to be reflective of this.

 

This is not simply a clothing line that is sitting with a figurehead celebrity that has no input. To the contrary, Kate Hudson is bringing forth a brand that is designed to meet the challenges that a lot of women face when it comes to finding clothes. In most cases one of the big challenges for women is a lack of variety. So many of the workout clothes that are available today look the same.

 

She is giving people exactly what they would like when it comes to variety. The Fabletics brand has thousands of different garments that are unique and consumers seem to be fans of this. With Fabletics Kate has been able to create a brand that is designed to keep many people conscious of the changes in the clothing industry. Creativity and innovation with Fabletics has even allowed Kate Hudson to win an Entrepreneur of the Year award.

 

Fabletics – Leader In The Market For Athleisure Clothing Line

Achieving success in the fashion market, when big brands like Amazon are already thriving and have a market share of 20 percent is not an easy task. However, Fabletics, a start-up by famous Hollywood celebrity and fitness diva Kate Hudson, changed all that when it became a company worth well over $250 million in just over three years.

 

The company followed a unique reverse showroom method to penetrate the market, wherein they opened an online fashion portal and increased their member base. Once the member base reached a high figure, Fabletics started opening its store across the country. It helped the company carry on with its growth momentum and reach out to a wider audience through real marketing.

 

The company aimed at providing convenience, high value for money and a brand that is aspirational, inspired by Katie Hudson and providing value for money. The company defined this business model after studying that the brand that is only defined by price and brand image does not guarantee sustainability. Fabletics incorporates some elements to drive success in the competitive market, such as providing high-quality customer experience, brand recognition, innovative designs and flexibility to the client. Fabletics followed the models of a highly successful company such as Apple in positioning the brand in the highly competitive fashion online market, and having much grip online enables the company to open more physical outlets.

 

The general manager at Fabletics, Gregg Throgmartin, said in an interview that the subscription model of the enterprise allows Fabletics to offer personalized services to its members without having to spend an exorbitant amount of money. Having understood the requirements and preferences of the members through the membership models helps the company to provide customers exactly what they are looking for within their budget. The reverse showroom model of the company has helped the company increase its subscription base considerably because the primary focus is building a relationship with the customer rather than getting sales. Once the customers see the products on offer, and at the price point they are available for the members, Fabletics believe they are more likely to become members.

 

Fabletics is today the number one athleisure brand in the market today at the price point it deliver. The company continues to add new collections with modern designs to ensure members always have a variety available. The VIP members of the brand are given updates on new designs through the mail each month, and all they need to do is to pick the designs and product they select before 5th.

 

At present, the company has 16 stores across the country and plans to open much more in the near future. The co-founders of Fabletics, include Katie Hudson, Don Ressler, and Adam Goldberg. Presently, the company has over 1,000 customer support executives and the backend team consist of the workforce of another 400 employees, which signifies the growth the company has witnessed since its inception in 2013. Fabletics have received and continues to receive rave reviews from the customers and has got a strong foothold in the ‘Athleisure’ clothing line in the market.