Fabletics is a company that offers trendy active wear at a very reasonable price. Their subscription style of VIP membership is very convenient and popular and even offers personalized service to their customers. Fabletcis has managed to became worth $250 million in a market where Amazon currently dominates about 20% of the fashion market.
Fabletics did not go the pop up store method that most new companies follow but instead it took its time, grew slowly and got to know their market first before expanding slowly and gradually. Fabletics is growing by about 35% every year and continues t grow in popularity. High value brands have long been defined by the price and quality of the product but that has recently changed. Now the customer defines a high quality product as having such qualities like customer experience, last-mile service, and brand recognition.
Fabletics has followed a different model when it came t starting out and because of it they now have 30-50% of their customers tat walk into their stores as current members with 25% additional customers becoming members right in their retail stores. Any purchase made but their customers also counts towards their shopping basket, whether they buy apparel online of in their retail stores. This has also helped them to avoid having potential customers browse offline and then buying items at cheaper price somewhere else.
Kate Hudson is the founder of Fabletics and she keeps an eye on the way sales are going. She reviews the sales of her company every week and if an item or items are not selling well, she will remove them from her collection. Hudson only wants to keep items in stock that will sell and this also keeps the customer happy. Social media, real-time sales activity, and store heat mapping data also help decide what the most popular items are.
Fabletics is all about giving their customers what they want at an incredible price. Hudson wants to encourage everyone to live a healthier lifestyle and her clothes are meant to motivate her customers to get active and to love the way that they look whatever their size or body type. Hudson recently expanded her sizes so that they range form XXS to 3X. it was a lot of extra work but it was worth it to expand her client base.
When new members join Fabletics they are strongly encouraged to fill out a Lifestyle Quiz. The results form this quiz help Fabletics to give them the real VIP treatment with a personalized shopping experience. It also provides Fabletics with invaluable information that helps them to create new collections that will become popular and will be what is in the best interest of their customers.
Fabletics gets her inspiration form her mom, Goldie Hawn, and is a part of the Hawn Foundation which is teaching kids about mindfulness. Hudson believes that it is very important to focus on what is important and if you keep that in mind then you can become fearless.