Fabletics is an active wear brand that has really made a name for itself. Not only has Fabletics become very well-known as being of high quality and for a good price, but it has grown to become worth $250 million dollars. It has been no small feat either in a market where Amazon control s about 20% of the fashion market.
Fabletics did not sprout up overnight but rather grew gradually. They avoided the more common pop-up style of expansion and instead got to really know the market that they would be selling to. This resulted in 30-50% of their customers shopping their stores already being members of the VIP Fabletics club with another 25% becoming members in-store. They also avoided having shoppers browsing online and then buying items somewhere cheaper, also known as “showrooming.” When their customers shop at Fabletics, whether it be in-store or online, all of their purchases counts toward their shopping cart.
Fabletics is a company that really pays attention to its customers to provide the best quality and service possible. Kate Hudson, the founder of Fabletics, reviews the sales form the company every week and gathers information in order to access what is selling and what is not. then she adjusts her collections accordingly-if it’s not selling then she removes it from her store. When new members sign up to join the VIP subscription service, they are strongly encouraged to take the Lifestyle Quiz. This quiz helps them to get the best VIP service based on their preferences and it helps Hudson to get a better idea of what her customers want and what will sell.
Hudson recently expanded her range of sizes for her active wear and it now includes sizes form XXS to 3X. Hudson wants to not only encourage people to become more healthy and live healthier lifestyles, but she wants them to feel great in their skin. She feels that if you have a cute outfit to put ion when you work out it can motivate you to get moving. Plus you’ll feel great dong it since you know you look great.
In only four short years, Fabletics has gained over 21 million followers on Twitter and has opened up 18 retail stores. Fabletics has become popular for many reasons, one of them being that they offer great active wear for a fraction of the cost of its competitors. Fabletics has gained 1.2 members monthly in eight different countries as well. The VIP club gives its members substantial discounts for high-quality clothing that would be outrageously priced elsewhere. Plus, its members get the real VIP treatment-personalized service. You just can’t beat that.
Hudson believes that it is important to believe in yourself and to take risks. If you do that then you can become fearless and accomplish anything. She gets a lot of inspiration form her mother, Goldie Han, and lives her passion. According to Hudson, life is short and it is important to focus on what is the most important.