It’s not easy for a new fashion brand to make a name for itself in the industry. But despite Amazon’s control over 20 percent of the fashion e-commerce market, Kate Hudson’s Fabletics is doing just that. In just three years, Fabletics has grown into a $250 million company.
It was founded as part of the ‘activewear’ movement. Its premise was to create a brand that offered fashionable designs and styles at affordable prices. By using a subscription mechanic, Fabletics is able to offer its members aspirational brands in a modern convenient manner. It also doesn’t hurt that their brands can only be found at Fabletics.
In today’s world, high-value brands are determined by several determining factors. In the past, high-value brands were determined by price and quality. Nowadays, consumers consider high-value brands that go the extra mile to offer products or services. Price and quality are no longer the guaranteed winning combination. Consumers care more about things like brand recognition, customer experience, and last-mile service.
Another way Fabletics is keeping a leg up on Amazon is by opening exclusive physical stores. Like Apple and Warby Parker, Fabletics has begun exploring the possibility of becoming a franchise chain. Fabletics already has sixteen stores and is planning on opening more in the coming years.
Fabletics also offers personalized style choices to their members. It’s one of the reasons that members like Fabletics so much. Gregg Throgmartin, General Manager of Fabletics, talked about how much effort goes into supplying members with personalized service. He said it’s easier to make people happy when once they’ve formed a consumer-provider relationship.
One pitfall every product offering brand faces in today’s world is “showrooming.” Showrooming is when customers browse in-store but buy their desired items somewhere cheaper. To combat showrooming, Fabletics introduced “reverse showrooming.”
The strategy of reverse showrooming was designed to embrace how the company started out. Fabletics encourages visitors to browse their inventory. Fabletics believes in building relationships and getting to know the local markets. As a result, many of their visitors are already Fabletics members. And at Fabletics-sponsored events, 25 percent of visitors become members in store.
Fabletics has quickly become a household name in fashion. There’s much being said about Fabletics, but consumers usually base their final decisions are actually product reviews. The most popular review is one that truly offers a non-sponsored opinion about Fabletics as a whole.
First up is the true quality of Fabletic’s products. The quality was much higher than she expected. The leggings she bought could easily rival those of some other, more expensive brands. The leggings held their shape and compression over time, and the colors and patterns still haven’t faded.
The styles also exceed expectation. Fabletics truly does have a huge selection of styles that fit everyone’s personal choices. They have everything from simple tanks to sheer fabrics. Overall, she’d recommend Fabletics to her readers.