As with a lot of things, Amazon controls a sizeable stake in the clothing e-commerce business. And taking on a giant like that is no mean feat, but that is what Fabletics, by Kate Hudson, has achieved. In a few short years, the company Kate has associated with, Fabletics has grown to become a major player. By some estimates, it has achieved the $250 million mark! Part of the reason for this success is Fabletics marketing technique. It uses a subscription-based model, wherein the customer signs up to become a member and chooses their clothing based on their needs. Customers can do this by taking a fun lifestyle quiz which helps them decide what to get for themselves.
Fabletics makes clothing for the physically active women, hence their clothing fits into the athleisure niche. This is a niche that has been controlled by a small group of players, charging huge sums of money for their products. However, price and even quality of a product are not enough for an e-commerce business to succeed. Aspects such as branding, last mile service, customer perception and design are also a big part of the picture. Fabletics understands this and they have succeeded in spades. Interestingly, Fabletics has not limited itself only on the e-commerce side of things. They have and are opening brick-and-mortar stores to take their brand and experience directly to the people.
The combination of having a membership-based service, along with stores now takes care of the “I want to see and feel the product” aspect that many customers seem to crave. In fact, according to Gregg Throgmartin, General Manager of Fabletics, the company is capable of giving a more personalized experience for customers, at half the cost of its competitors.
Bringing in More People
Recently Kate Hudson oversaw an event at the Beverly Hills hotel. The event was to launch Fabletics association with Demi Lovato, the world-famous pop star. Demi is joining up with Fabletics because she really believes in the company and loves the products. Demi is of the opinion that Fabletics makes products that all people, no matter what their age, gender or size is, can feel empowered and happy using the products of this company. The company was founded in 2013, by Adam Goldenberg and Don Ressler. They approached Kate Hudson because they felt that her lifestyle and image would be a perfect fit for the company. And going by the numbers, it certainly has.