It might seem easy for celebrities to start a business and dominate an industry. In reality, even celebrities have a difficult time conquering the fashion industry. Currently, Amazon controls 20 percent of the fashion e-commerce market. It’s a wonder that anyone even tries to launch a fashion brand.
Despite all the disadvantages, Kate Hudson’s Fabletics managed to succeed where all others failed. Fabletics was founded less than five years ago but is now a $250 million company. Fabletics focuses on the ‘activewear’ movement that’s sweeping the nation. Most of their members are millennials; millennials are obsessed with health and relaxation.
The premise of Fabletics is simple; combine aspirational brands with convenience. Unlike broader brands, Fabletics uses a subscription mechanic. It’s a way for the company to get to know their customers better. A Fabletics membership offers personalized fashion suggestions as well as access to deals and discounts.
Historically, high-value brands were determined by price and quality of the goods or services. Even in those days, Fabletics would have been considered high-value. Fortunately, these days’ high-value brands are determined by a list of factors. To name a few: customer experience, brand recognition, last-mile services, and exclusive designs.
By today’s standards, Fabletics is a high-value brand. Much of Fabletic’s foundation is about serving members. Fabletics bases much of its inventory on its members; treating them like high-profile celebrities. The brand specializes in everything the modern consumer wants. And it continues to maintain its competitive prices.
Because of its great e-commerce success, Fabletics has begun opening physical stores. The initial shock of exploring physical stores can be harsh on a company. Most companies that open physical stores get “killed” by “showrooming”. It’s when people shop around offline and go home to buy the same items online from somewhere cheaper.
Fabletics used that negative and turned it into a positive. Instead of opening pop-up stores, Fabletics introduced “reverse showrooming”. It’s a technique where their physical stores host events and activities to welcome local customers to their brand. This strategy works very well; nearly one-fourth of visitors end up becoming Fabletics members in store.
Most non-sponsored reviewers would agree that Fabletics is actually a brand that holds up to all the hype. Fabletics even has a LifeStyle Quiz that people can take to see what kind of products they have.