Fabletics has managed to become a household name in an industry where Amazon controls about 20% of the fashion market. Not only do they offer great active wear that is affordable, but their subscription service is personalized to give their customers the VIP treatment for a low monthly price.
Fabletics didn’t start up the usual way but they took their time and avoided the pop up route entirely and instead got to know their customer base before expanding. That has proven to be smart move for them and they have 30-50% of their customers that walk in their retail stores that ere already members and another 25% become members.
Fabletics has become known for their trendy active wear and for the affordable price for its subscription service. Fabletics has grown to become a $250 million dollar company in only three short years and Tahy continue to grow each year by at least 35%.
Fabletics has had its fair share of challenges but has managed to come out n top. They are only growing in popularity and Tahy utilize all the data that they collect in order to keep their apparel appealing and trendy to their customers. When a new ember signs up to become a part of the VIP club, they are strongly encouraged to fill out a “Lifestyle Quiz” in order to get the best and most personalized service that they can. It also helps Fabletics to know exactly what the customer is after and can adjust their apparel stock accordingly.
Kate Hudson, founder of Fabletics, watches her sales every week and what is selling and just as importantly, what is not so she knows what to put on her shelves and on her website. She strongly believes in the great importance of marketing and believes tat the trick to good advertising is to keep it creative. She recently shot a shot commercial from her iPhone.
Fabletics has a huge following on Twitter and Hudson has recently expanded her clothing sizes to include sizes from XXS top 3X. She really wants to encourage people from all walks of life to be more active and to feel good about themselves and their bodies. She feels that if you have a cute outfit to get excited about then it can be very motivating to get up and get going. Hudson gets a lot of her inspiration form her mom, Goldie Hawn.