A lot goes into launching a new fashion brand. Even though everyone tries to start their own fashion company, very few end up surviving the first year. That’s mainly due to Amazon’s dominant control over the fashion e-commerce markets. Currently, Amazon controls 20 percent of that market.
If anyone could create a brand that challenges Amazon’s dominance, it would be Kate Hudson. Known as a fashion icon, Kate Hudson launched her ‘activewear’ fashion company, Fabletics, four years ago. Since then, she’s grown her company into a $250 million business. Fabletics is quickly becoming a household name like Lululemon.
Fabletics is a subscription-based e-commerce site that specializes in customer experience. Everything Fabletics does is about making every member feel like they’re getting all the attention. Fabletics selects outfits that they believe best fits each members’ personal styles. After joining Fabletics, new members fill out a short survey to determine their style preferences.
Fabletic’s attention to detail is one of the things that make them such a high-value brand. In the past, all a company needed was fair prices and quality goods or services, and that would be a winning combination. These days, consumers are looking for more than just price and quality. The modern consumer wants to experience the razzle-dazzle.
After experience years of multi-million-dollar success with their e-commerce site, Fabletics has begun exploring the potential of physical stores. So far, the company has 16 retail stores in major cities in a few states. They plan on adding more stores by the end of next year.
Transitioning from online to physical stores is a difficult task. Most companies don’t survive the additional venues. Somehow, Fabletics has figured out a way to combat all the pitfalls that destroy other companies. The main problem being: people tend to browse offline and go home and buy online from somewhere else cheaper.
Fabletic’s response to this disaster was welcoming browsers. All Fabletics retail stores host events and other activities as a way to get to know local markets and build relationships. As a result, 25 percent of newcomers become members in store. Fabletics also offers a lifestyle quiz for those who are just interested in seeing what they have.
Many reviewers actually endorse Fabletics. One reviewer was surprised to find out that Fabletics is worth the membership. She really likes and recommends Fabletics.