Fabletics Experiences Tremendous Growth

Fabletics is going through a lot of transition, and a lot of people are reaping the benefits. This is a company that is working well and her personal brand led her to connect with Adam Goldenberg to establish Fabletics. The brand has extended the sizes to become more of an all-inclusive brand. It is one of the most successful companies in recent years to bring forth a new style of clothing that fits all sizes.

 

A large majority of people that are hearing about Fabletics for the very first time will notice that there is a large fan base that is linked to the brand. This a very successful clothing company, and co-founder Kate Hudson is looking for an opportunity to get more people consider buying clothes from Fabletics. This is a company that promotes stylish clothes, but affordability is also something that is promoted through the Fabletics brand. The founders recognize that lot of the working class consumers will not have a ton of money to spend on clothing for working out. They wanted to make sure that she did not isolate people that were looking for durable clothing that was also affordable. She wanted to get a middle ground in which she could present something that consumers would feel comfortable running errands in as well as working out. This is where she has been able to establish herself as a dominant force in the clothing industry. She has developed a brand that is considered popular by the mainstream because it is heavily promoted on social media.

 

There are a lot of fans of the Fabletics brand that have been able to exercise in these clothes and even post pictures of themselves with their favorite garments on. This the type of word of mouth promotion that Kate Hudson was dependent on. She wanted to build a brand that would become one of the hottest sellers around. She has done this with great success, and there is definitely lot of anticipation about the stores that she is planning to open.

 

All of these different aspects of Fabletics gives people the opportunity to see how the company is growing. With more than 100 stores in position to be open within the next five years it appears that there’s a tremendous amount of growth. Hudson is certain that this constant social media buzz – along with extended garments sizes – will help Fabletics grow.

Fabletics vs. Amazon

Amazon controls about 20 percent of the fashion e-commerce market. Its expansive inventory outmatches every company that would even dare to challenge its rule. But recently, Kate Hudson’s Fabletics has stepped up and is daring to knock Amazon out of the number one spot.

In just three years, Fabletics has grown into a $250 million business. It’s now one of the most recognizable brands in the world. Fabletics is the leading fashion company in the ‘activewear’ trend. It also uses a subscription mechanic to sell directly to its customers. The overall premise of Fabletics is simple; combine convenience and membership with aspirational fashion.

High-value brands were determined by price and the quality of the product. In recent years, trends have shifted the economics of fashion in a new direction. Just having a good product at a good price is no longer a guaranteed success.

Nowadays, consumers care about things like customer experience, brand recognition, and gamification elements. Along with other personal aspects, the new fashion e-commerce market can be quite tricky. Companies have to put a lot more effort into becoming a brand that consumers will think of as being high-value.

With Fabletics success continuing to skyrocket, the company has now begun opening physical stores. Having seen the success of other e-commerce companies like Apple, Fabletics is taking its physical stores to a new level. Currently, Fabletics has sixteen stores in places like Hawaii, Illinois, Florida, and California.

Gregg Throgmartin, General Manager of Fabletics, thinks of Fabletics as building a modern and re-imagined version of a high-value brand. From day one, the company set out to create something like never before. It’s that innovative spirit that encouraged the customer-focused concept. It’s what allows Fabletics to offer personalized services and products.

While most e-commerce companies with physical stores have been suffering from ‘showrooming’, Fabletics has taken ‘showrooming’ and turned it into a positive. ‘Showrooming’ is where people browse offline and go buy that same item somewhere else. To combat the negative impact of showrooming, Fabletics has introduced ‘reverse showrooming.’

Reverse showrooming is the strategy of welcoming visitors into the store and making them feel wanted. Fabletics relies on customer relationships and getting to know the local markets. This strategy has resulted in 30 to 50 percent of visitors being members and an additional 25 percent of visitors becoming members.

In a recent review about Fabletics, the author actually confirmed much of what people have been hearing about Fabletics. The quality of the products is actually much better than expected. Usually, with products in that price range, it’s expected to stretch out or fade within weeks of being purchased. Fabletics’ products actually hold their shape and compression over time.

Overall, Fabletics is a good membership to join. The prices are good and the products are beyond impressive. What many may not know about Fabletics is that it allows members to skip monthly payments if they’re not going to buy anything that month.