The company was founded in the year 2013 by a fashion giant called Techstyle Fashion Group, based in the United States of America. The clothing business was started based on needs of everyday woman. The approach focused on an individual dressing in an elegant fashion, on budget, while still keeping up with decent styles.
The approach endorsed by Gregg Throgman identified Kate Hudson as the ideal candidate to take the brand to a new level. The brand appealed to Kate too. It embraced the aspects of a lady in a truly comfortable way. It fitted in one’s lifestyle instead of the conventional mode whereby you have to adjust yourself to a fashion. As an actress, it was all about her personality blending with Fabletics. With no previous history in design and marketing, Kate Hudson’s own relation to the clothing line was the only selling tool.
Atheleisure is a term coined by Fabletics to capture both freedom and hustle that comes with a hardworking woman. Fabletics was focused on producing an attire that captured a number of needs. It had to budget friendly while remaining classy. The quality was not a compromise to the price also. This was an uphill task, especially with the existence of big clothes retail stores already clinching to huge market shares.
Kate won over the selection due to her warm homely nature. She was the perfect representation of a modern lady. He celebrity status provided a stepping stone for the brand. Her acceptance was authentic, a signature of trust and originality of the fashion. From the word go, she gave it her all. The financial planning and the media coverage were crucial to success. The platform was set.
The goal of outputting the clothes at half price to identical ones in the market faced some hiccups. The quality was wanting. This led to the launching of the brand to be postponed to a later date. Criticism by famous celebrities also gave a challenge that created a major setback. It also became disappointing when a customer ordered an item that was not available in the stores.
Kate identified gratification of the buyer as vital and initiated changes in handling orders. This resulted into satisfaction after a completed sale. The stock taking was also organized to reflect the factory status and purchase status of a product. This strategy has seen Fabletics receive recognition from the Better Business Bureau.
Thriving in the competitive fashion world when Amazon is currently in charge of 20 percent of the e-commerce market is not a walk in the park. However, Kate Hudson of Fabletics is doing exactly that by building a $250 million e-commerce business within three years. In line with its mission of expanding its activewear movement, Fabletics utilizes subscription system to sell outfits to its clients.
How does Fabletics manage physical stores differently?
Fabletics has succeeded in transforming browsing into a positive. Its current strategy enables it to establish meaningful relationships. It strives to understand the local markets better by orchestrating events and other entertaining events. Therefore, 30 to 50 percent of people that show up at the physical stores are already members and 25 percent subscribe as members in store.
Creating a balance between physical and digital worlds
Fabletics knows that displaying the right content in both the physical and digital world is the best tactic for optimizing the client’s brand journey. Leveraging online data concerning fashion preferences indicate that brick-and-mortar stores will only shelve items, which have a high likelihood of appealing to the shoppers. The items in stock change according to shifts in trends and tastes. Fabletics stocks its stores depending on the numerous inputs, such as membership favorites for local members, store heat-mapping data, social media sentiment, and real-time sales activity. According to the senior VP in charge of Fabletics’ operations, Dustin Netral, Fabletics builds its brand by combining fashion preference with data on user preference to increase satisfaction.
Concentration on accessibility, customers, and culture
Fabletics continues to face numerous challenges as it expands and venture into new territories comprised of new competitors. Luckily the balance of lifestyle, client education, and exceptional customer experience seems to be paying off. Entrepreneurs who are considering investing in the e-commerce market in 2017 must come up with plans for competing with Amazon. New Fashion brands such as Bonobos and Warby Parker are marking a territory in the market with enterprise technology, innovative products, and database.
Fabletics is a recognized online subscription retailer that focuses on selling sportswear and accessories designed to address the personal desires and fashion preferences of women. The firm has earned its reputation for its unique e-commerce business model. The company offers personalized outfits that are selected based on the lifestyle and fashion needs of members. Fabletics operates under TechStyle Fashion Group, formerly called JustFab. Kate Hudson joined hands with fashion entrepreneurs, Don Ressler and Adam Goldenberg, to launch Fabletics back in 2013.