There are so many fashion brands struggling to survive these days. The fashion industry has always been a difficult place to thrive, but modern shifts in the economy have made things even more difficult. To top it off, Amazon controls most of the fashion e-commerce market.
Somehow, Kate Hudson is doing the impossible. Her activewear brand, Fabletics, has grown into a $250 million business in the last three years. That’s surprising for a brand that uses a subscription mechanic to sell to customers. The company’s success stems from the subscription mechanic, allowing the brand to focus more on its customers.
Kate Hudson’s Fabletics is one of the most notable high-value brands in today’s market. The brand has the most consumer-focused business models in the industry. Everything about Fabletics focuses on last-mile service, customer experience, brand recognition, and exclusive designs; everything the modern consumer cares about.
After creating the most customer-focused brand, Fabletics began opening physical stores. All of Fabletic’s retail stores are strategically positioned for the best outcome. By the end of next year, Fabletics wants to add more stores to the 16 stores that are currently open in major cities across America.
Opening physical stores also has its challenges. Many companies that try to transition from the e-commerce market to local markets don’t survive. Most shoppers shop online, and they usually buy from the cheapest company or secondhand sites. The only time they visit a retail store is to browse for items they can buy online cheaper.
To combat that negative tendency, Fabletics instituted its own browsing strategy. Fabletics stores host event and other activities as a way to build relationships and get to know the local markets. That way, each store can stock its inventory with items that local members are more likely to purchase.
According to one non-sponsored reviewer, Fabletics is better than expected. She bought a pair of leggings and immediately noticed how comfortable they were. Her new leggings could easily rival her Lululemon Underwunders. The legging’s compression was great. The leggings are thick, holds their shape and compression, and still haven’t faded.
Her conclusion, she would recommend Fabletics to a friend. Fabletics has one of the largest varieties of styles and great pricing for its entire inventory. Anyone interested in Fabletics should definitely take the brand’s lifestyle quiz.