Fabletics is an American online subscription retailer that sells women’s sportswear and accessories. Fabletics is known for its e-commerce business approach. The idea for starting an athleisure brand came through joint efforts of TechStyle Fashion Group’s founders, Don Ressler and Adam Goldenberg. They chose Kate Hudson as their partner because of her approachable nature and active lifestyle. Over time, Kate became an important figure for Fabletics and would work in close collaboration with Adam and Don to ensure they meet market demand. By looking at the sales trends, Kate could tell what kind of clothes are in high demand.
How the reverse showroom technique has improved Fabletics’ efficiency
The reversed showroom technology has helped Fabletics to grow tremendously. Unlike the normal show room approach, the reversed showroom technique doesn’t allow potential customers to browse offline and end up buying items cheaper elsewhere. As an alternative of unconstructive browsing, Fabletics have turned browsing into a valuable tool. Fabletics current approach has helped it to build healthy relationships, become independent, and familiarize itself with the local markets.
How Fabletics Fairs on Amazon
Apparently, Amazon powers over 20% of the fashion e-commerce market. As such, you are likely to face stiff competition when it comes to marketing fashion-related products on Amazon. However, Kate Hudson’s Fabletics has generated $250 million worth of revenue within three years. Fabletics uses subscription approach to sell clothing to its customers. Similar to Apple and Warby Parker, Fabletics’ tactic and positioning have been instrumental to its success. Fabletics plans to open additional physical stores, which will add up to the sixteen that are already operational in Hawaii, Illinois, Florida, and California.
Gregg Throgmartin, Fabletics’ General Manager, attributes the company’s success to building an up-to-date and revisualized version of a high-value brand from the beginning. Fabletics membership model allows it to offer customized services and on-trend fashion at half the price of its competitors. It is easy to make customers happy when you know their need and preferences. Keeping current with trends in the fashion industry has helped Fabletics to stand out from the competition.