In the year 2013, the successful actress Kate Hudson, with her vision to help the womenfolk in staying fit and pursuing their dreams, co-founded the brand Fabletics. Fabletics is an online store, which brings in a wide collection of trendy active wear, which is not only a mere collection but also a movement for the fashionable athlete, Kate Hudson. Be it an intense workout session or a casual brisk walk, Fabletics is a perfect match for the fashionable youths across the globe who loves to move around freely. Each month, Hudson unleashes her intuitions and offers us her favorite outfits.
What Does Fablectics Sell?
Fabletics brings in a wide range of cute and comfortable outfits and trendy accessories like gym bags, socks, hair accessories, gloves, caps, arm warmers, etc. The workout sessions are no longer boring with these cool accessories from Fabletics.
How is Fabletics Dominating the Market?
Ever since its launch, Fabletics has been growing steadily and currently has become about 20% of the fashion in the e-commerce market. The activewear collection of Hudson has grown a $250 million business is just three years, beating even the leading fashion brands. The unique strategy, Fabletics has been using to attract potential customers is undoubtedly the concept of activewear movement. Hudson boasts in calling it the movement that helps the individuals in staying active and chases your passions. The subscription plan further contributes in adding a personalized touch, which many brands focus on these days.
The Membership Strategy of Fabletics:
Gone are those days, when performance defined a brand, quality, and price. Today brand recognition is backed by customer relationship, services, social media campaigns as well as exclusive designs which can arrest the attention of the influencers. These factors play an essential role to the modern customers, instead of the quality or the performance of a product. Thus, the membership strategy of Fabletics is specially designed to identify the group of potential buyers, their expectations and to offer them personalized services at relatively lesser rates. Besides, the brand uses online tools to understand the client expectations, to add new items in their collections as well as to stock the selective items, which will appeal the potential customers in the retail outlets.
Unleash The Power of The “Reverse Showrooming” Technique:
The activewear brand is planning to open up more retail outlets shortly, in order to boost up their sales. However, for them, retail stores are merely another vehicle of services, and they pay little heed to whether the customer is purchasing it from the store. Instead of the conventional brick and mortar store, Fabletics have reversed the model of the retail outlets focusing more on relationship building. By understanding and surveying the local markets, they get a better understanding of the customer expectations. Moreover, a major section of the subscribers who walk inside the store are most likely to make purchases, while the rest of the people who walk into the store are likely to be converted into members, and therein lays the key to the astounding success of the brand.