Growing a business to a $250 million dollar business in three years from the bottom is not easy. This is exactly what Kate Hudson’s Fabletics did. How did they do it? They hear and react to what their members are saying and making sure they keep up with what they are currently obsessed with in this market.
This is all due to customer reviews and customer service experience. Fabletics knows that their members are what is going to make the brand grow and nothing else. This strategy seems to work, as Fabletics is currently opening more physical stores is year to join the sixteen already operating in locations such as Hawaii, Illinois, Florida, and California.
Fabketics also thinks they have been so successful because of their membership model. A member gets items they love and it is all personalized for much less than some of their high end competitors. It is easy to please their customers by getting to know them and what they like as far as fashion.
Fabletics also encourages reverse showrooming. This is where a member can shopping either online or in stores and have the power to purchase this item on either platform. If a member tries on an item in store, that items automatically placed into their online shopping cart and online profile. Most of the retail store shoppers are either members of Fabletics or leave the store as a member. This strategy gives them a strong leverage in comparison to their online competitors. Also, Fabletics pays attention to online data to make sure their members always have what they are wanting. These strategies have definitely helped Fabletics be a competitor to the likes of a company such as Amazon, and they will continue using these strategies to continue their growth in the coming years.
Kate Hudson is cofounder to company Fabletics which specializes in fashion forward athletic wear for women. The company is about empowering women and inspiring them to be the best they can be and feel good about what they are wearing at affordable prices. No matter what size or shape, there is an outfit waiting for you at Fabletics online or retails stores.
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