The fashion market is ever dynamic because customer choices and preferences keep on changing. Additionally, the dominance by established stores like Amazon in the fashion e-commerce market makes it even harder for young entrants to navigate in the industry. However, despite of many hurdles in the fashion business, Fabletics has managed to take this market by storm. Less than three years since its inception, it has achieved astronomical growth to become a business valued at over $ 250 million with huge potential of growing further in the coming years. The success of Fabletics is largely driven by its ability to embrace latest business technology coupled with the formulation of cutting-edge strategies like subscription method of selling its active wear products. The athleisure retailer operates over 18 physical stores and commands over 21 million followers on.
Kate Hudson, the co-founder of Fabletics, is the pivotal face behind the success of the firm. Her focus is offering trendy sports bra, bottoms and tops that are personalized to meet each customer needs and lifestyle at a cost of half price of what the rivals are offering. To determine a perfect outfit a customer only needs to take a quick lifestyle quiz. With its unique model of reverse showrooming, Fabletics has succeed to net of 1.2million monthly members spread across eight nations.
Kate Hudson has extensively used reverse showrooming to put Fabletics ahead of its competitors. This Technique works by looking at the items that customers are actively searching offline and then they end up buying the products from stores that sale them cheaply. After gathering information on the most browsed brands by consumer, Fabletics goes ahead and stocks its physical stores with these items. The combination of reverse showrooming strategy and online stores has greatly boosted the sales of the company.
Fabletics has also mastered the use of online data relevant to a specific location to stock both its physical and online stores with products that match the consumer’s preferences and lifestyle. The growth of the Fabletics is further strengthened by its commitment to reach more people with products that are reflective of their culture.
The contribution Kate Hudson towards the growth of Fabletics can never be underestimated. Kate has been pivotal in formulating e-commerce strategies that have put Fabletics on the fashion map. Kate attributes her success to her strong ability to pinpoint market opportunities and staying focused. Precise use of big data for decision-making and mentorship are among Kate’s recipes for success.