Achieving success in the Fashion industry where Amazon.com dominates twenty percent of the fashion e-commerce market is a big challenge, but Kate Hudson of Fabletics is giving them a run in the share market. Kate Hudson has widened the profit margin for Fabletics to $250 million in only three years. Fabletics criteria entail the use of subscriptions to sell their attires to its clients. Kate Hudson acknowledges that people like aspirational brands and then mix this with membership convenience and you have an unbeatable sales offer.
Brands that have high value have historically dominated the fashion industry due to their price, quality, and services but in recent years, a shift in economics has changed this meaning that yesteryears combination no longer guarantees success. Instead, customer experience, last mile service, exclusive design, gamification, and brand recognition are aspects which the modern client highly values.
Comparing themselves to Warby Parker, and Apple; Fabletic’s criteria is rewarding them for being a fashion membership brand as they’ll be launching more physical stores adding to the 16 that are currently running in Illinois, Hawaii, California, and Florida.
General Manager of Fabletics Gregg Throgmart let Fabletics cat out of the bag and said that they only rebuild a modern version of a high-value brand from day one. He continued to say that their membership plan allows them to personalize their services and sell at half the price compared to their competitors.
Ways in which Fabletics does their physical stores differently
Employing reverse showrooming.
Most of the stores don’t encourage showrooming. It’s because potential customers browse their stores but end up buying elsewhere at lower prices, but Fabletics are not victims to this due to their unmatched way they started out.
Their current criteria assist them to build a business relationship with their clients, and that is how they discover what the local market wants. Fabletics also hosts events and other activities in their physical stores which draw lots of customers. These events attract 30-50% of subscribed members and another 25% who subscribe to the membership while in the store.
Success doesn’t come only via their client’s subscription.
Unlike other online and physical stores, Fabletics only displays what is in their digital and physical stores. Kate Hudson understands that lack of showing the right item in either of the stores breaks the trust of customers. Another paramount factor that Fabletics considers is the fact that stores should be stocked according to client’s membership preferences, store heat-mapping data, real-time sales activity, and social media sentiment.
Growth is brought about by focusing on accessing people and their culture
Fabletics has its challenges, but the company still moves into new markets with its competitors and conducts consumer education which rewards them generously. Kate Hudson acknowledges that growth is about having a quality product selling at a fair price and an innovative team that upsells Fabletics clothes across the country based on return on investment and client data report.
In 2017, it’s impossible not keep in mind of competitors like Amazon when you are launching a fashion brand.