Fabletics is not a brand that came to be overnight. Instead, Fabletics avoided the more common pop up method that many up-and-coming businesses use to get to really know their customers first. This is a big reason for the company’s success and their ability to compete with big and well-known companies such as Amazon. In fact, Fabletics has become worth an impressive $250 million and its founder, Kate Hudson, does not even have any experience in business. What she does have, though, is a keen sense of fashion and her humble persona has taken her a long way to becoming successful in the business world.
Hudson also stays very involved with her company and keeps a close eye on what the customer wants. If an item in her clothing line is just not selling the way it should, she gets rid of it and makes sure to replace it with something that will sell.
In a world where quality is often measured by price, there has been a change in that direction. These days with savvy consumers who are looking for a deal and still want great quality, Fabletics has really risen to the occasion. Fabletics offers not only convenience and personalized service but great clothing for a great price as well. They have made their subscription service affordable to all, and they have a membership that continues to grow.
Gregg Throgmartin, General Manager of Fabletics, believes that their new model is selling is what their customers crave, and Tahy are happy to give it to them. The Lifestyle Quiz that Fabletics has their new members take when they sign up for the subscription service has proven to be an invaluable source of information. They have put this information to good use and have created a company that caters to their customers.
Instead of getting hurt by showrooming, Fabletics has reversed it, and because of this, 30 to 50 percent of their customers who walk in the door of their stores are already members with another 25 percent becoming members.
Fabletics is popular with the everyday mom to celebrities like Demi Lovato. They love the brand, the clothes, and the way that Hudson’s athleisure wear makes them feel. Fabletics is all about feeling empowered while getting convenient service and a really great value for the dollar. Fabletics is able to keep up with a drastically changing market and is in-tune to their customers.