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If you want to really get a better understanding as to how successful Kate Hudson’s Fabletics has become, all you need to do is compare them to the best, not to the competition they have devoured. Looking at how dominant Amazon has been in the fashion e-commerce market over the last few years, it is no wonder they are raking in more than 20 percent of all the sales in this crazy competitive niche. Now comes along Kate Hudson’s Fabletics who is only been in this game a few years, but in that time has surpassed $250 million in sales of yoga pants, tank tops, and leggings.
What is Kate Hudson’s Fabletics doing different than all the other clothing retailers in a space everything is scratching to move ahead?
Hudson tells reporters that her athleisure brand is a success because of two foundations of her company that she is committed to. The first reverse showrooming, allows her customers a unique way to shop for the exact clothing they need. Secondly, membership perks at Kate Hudson’s Fabletics are plentiful and they keep customers coming back for more each time. Look inside any of the Kate Hudson’s Fabletics retail shops in a local mall, you see these women browsing racks for new arrivals, trying on all the newest styles, and taking a Lifestyle Quiz to enjoy more member perks.
If you’re a member of Kate Hudson’s Fabletics, what happens is that each time you visit the store in the mall, those selections you try on will be instantly uploaded to your member account. So now when these women have more time to shop, they simply log into their account from any mobile device and all those pieces are waiting in their shopping carts. They can checkout now or since they know the sizes that fit them, can scan the larger online inventory for new releases or other colors they may not have already, being the first at the gym to show off their finds.
Kate Hudson’s Fabletics has discovered the perfect balance that has these women coming back time and time again. Benefits include free shipping, discounted apparel, and even a personal shopping assistant, more reasons these women love being pampered at Kate Hudson’s Fabletics. Amazon and others in this clothing market have their hands full because Hudson says her company is growing at a record pace each year as a result of these benefits.
Kate Hudson became the recognizable face behind Fabletics exclusive athleisure brand in 2013. Partnering with the already successful fashion giant TechStyle Fashion Group, the Fabletics name is known worldwide. This company uses a brilliant marketing strategy that utilizes membership, consumer input and amazing customer service. As an actress, Ms. Hudson understands that women long to shop in exclusive venues that sell high-end fashions and offer a genuinely personalized shopping experience. These types of famous fashion boutiques and trendy shops can be found in Hollywood and New York City. Fabletics seeks to replecate this model into their fine physical stores and also on their online sales site.
Customers are encouraged to take Fabletic’s innovative Lifestyle Quiz to discover which of this brands fabulous selections are ideal for them. When customers become a Fabletics member, they are shown individualized product choices to better their shopping experience. When women shop at Fabletics, either in a physical store or online, their fashion preferences are keep on file. When a customer tries a Fabletics outfit on, it will automatically be put into the person’s shopping cart for convenience later on. This kind of service is what wealthy and famous people have come to expect. Now, Fabletics is making this individualized and outstanding customer service available to any woman.
The mammoth Amazon phenomenon is responsible for at least 20% of fashion sales today. Fabletics now offers their unique product here to the applause of their loyal customers. The quality of the Fabletics selections rivals pricier brands. Only Fabletics offers trendy active-wear priced for everyday women. No woman wants to be seen in unflattering sweats or ill-fitting sportswear. Women want aesthetically pleasing, active-wear choices that fit comfortably and look sharp. Fabletics delivers with stunning pieces endorsed by Kate Hudson personally.
A big reason for Fabletics’ success is their novel reverse showroom technique. What is shown in stores is generated by customer desires, current shopping trends and compiled membership shopping preferences. The result is that customers find exactly what they want. This method allows Fabletics to make changes to their stock as needed. Fabletics’ designs are chic enough to be seen just about anywhere. Customers trust Kate Hudson’s impressive fashion style, and this self-described “almost famous” actress is now Fabletics’ household name. She is directly involved in the business, and personally chooses which styles make the final cut. Fabletics rules the athleisure-wear niche in today’s fashion industry.
Customer review on any product drives the purchases to high heights. In recent years, consumers rely on sourced reviews and trust them as a personalized recommendation from their friends or family. Most of the savvy brands are shifting to reviews- centric consumer behavior as their marketing strategies. Fabletics launched in the year 2013, is one such brand and using such strategies has grown to revenue of more than $235 million that is more than 200% growth. Moreover, it has one million subscribed members and counting.
According to Fabletics parent company TechStyle Fashion Group Corporate marketing office Shawn Gold credit such brand success to the power of crowd or reviews. Fabletics has fueled its success to purely leveraging on satisfied customer reviews which help in brand retention and increased customer acquisition.
Today the world is digitized, and consumers make their final decision on purchase according to online reviews. A recent study by BrightLocal Study shows that 84% of consumers have trust on online reviews and believe them as they would a personal recommendation from someone. Power of crowd feedback, safety and confidence are what drives the consumer to trust a brand, and Fabletics knows that very well.
Customers frequently check out the reviews of the product they want to buy and negative reviews keep them off. Reviews as a common feature have a stronger power over pricing. Active or great reviews bring revenue power. Genuine and authentic reviews boost business and help rank your website capturing more customers and high returns. According to Fabletics management incorporating reviews as a marketing strategy to approach clients earns your brand loyal and repeat customers with a higher LTV and great profits. Additionally, this is the most significant customer acquisition investment. Apart from Google, products with positive reviews on e-tail stores like Wal-Mart, Amazon, and Target get higher searches and hence more sales. Target and Wal-Mart have taken a step further by allowing brands to consortium other sites reviews to give consumers all the information.
TechStyle Fabletics parent company incorporates reviews into product offering and policies to increase numbers of both new and repeat customers. The obsession of clients by Fabletics has made the company use quite of their human and time investment into collecting, responding and managing thousands of different online reviews. Fabletics has more than 30,000 reviews and trusts score of 8.2 according to Trustpilot. Acknowledging the importance of user’s reviews to retain and capture new customers has helped Fabletics refine their product and overcome different issues after their launch.
Kate Hudson stepped on the red carpet to embrace the launch of Fabletics ever collection and turned the event to Fabletics greatness. Kate approachable, friendly and active lifestyle made her an excellent choice as the partner of Fabletics. She is actively involved in the daily running of Fabletics, from picking strategies in social media to reviewing budgets. To keep the style fresh, Kate Hudson works in close collaboration with the team and is involved in the designing process. She is keen on sales numbers and checks out which clothes are profiting as part of driving Fabletics to higher heights.
TechStyle brand Fabletics continues to make a huge impact in the fashion industry. One of the reasons that the industry has been greatly influenced by this brand is that they have a unique approach to almost everything they do. For one thing, they do not go by the methods of fast fashion. The problem with fast fashion is that a lot of times, the products that are produced are not that durable. They are only made to last a season or two. Fabletics, on the other hand, has moved forward with the realization that there is more to high fashion than how a product looks.
One thing that Kate Hudson and the other people behind the Fabletics brand is that they don’t want their customers to waste their money. They don’t want their customers to have to buy the same product over and over because each product tears apart in the washing machine. A lot of care goes into how the items are put together. This includes the environment that the products were made in. Fabletics makes sure that their designers work in a very friendly and comfortable environment. They don’t try to cut costs so that they can sell clothes for as cheap as possible.
One issue that people are faced with is a compound of frustration. It is not uncommon for people to buy clothes that do not last and then find out that they were made without any regard to ethics. This can not only cause people to feel frustrated because of the flimsy products but also cause them to feel guilty for supporting a company that has no regard for ethics. Fabletics has thought about their approach and wants everyone to feel like they won. This is one of the reasons that they make sure that the customers have the styles that they want that will last them.
Even with all of the innovations being brought forth to the customers from Fabletics, the most important thing to the company is ethics. They want people who are going to enjoy the process of making products and bringing them to the customers.
Fabletics has really caught on since it began. A big reason for its success is tat is has followed a VIP model that gives its members great active wear for a great price. Fabletics also listens to what their customers want and new members are encouraged to take a Lifestyle Quiz when they first sign up in order to give then a personalized shopping experience. This has proven to be very popular and has kept their customers quite satisfied.
Fabletics did not go the usual way of the pop up store method when they started out but instead chose to take their time and to grow more slowly. Fabletics got to know their customer market and this has resulted in 30-50% of their customers being members before they even walk through the doors of their retail stores and another 25% becoming members. Fabletics uses a subscription service to sell their clothing to their customers and it doesn’t matter whether their customers buy their items online or in their retail stores because everything counts toward their shopping basket.
Fabletics has their newest members take a Lifestyle Quiz when they join s that they can get the most personalized VIP service and so that Fabletics can get a better idea of what their customers are lookin for in their active wear.
Kate Hudson, founder of Fabletics, keeps a close eye on what is selling and what is not selling so that she can adjust her clothing collections. This helps to ensure that her collections will sell an her customers are always getting to choose form items that will make them happy.
Hudson has recently expanded her clothing sizes to include every size from XXS to 3X and she is not just about having a successful company but also really wants to encourage everyone to live a healthier lifestyle. This adjustment was a lot of extra work and will make it possible for more customers to join the Fabletics revolution.
Hudson reviews her sales every week and adjusts her collections so that only the popular items are in her stores and online. Fabletics is now worth $250 million and the company continues to grow by 35% every single year. This has not all happened by accident but it has taken a lot of hard work.
It is hard to know what will sell or become popular and that is why it is so important to listen to the customer. They let her know, mostly through the information gathers from the Lifestyle Quizzes, what they are wanting and she can adjust her collections accordingly. It’s important to listen and to pay attention to what the customers want and that’s why Fabletics is so successful. They listen to their customers.
Hudson gets her inspiration form her mom, Goldie Hawn, and she is on the Hawn Foundation board. Hudson believes that it is important to take risks and to live life to the fullest. Hudson takes this into perspective and believes that it makes you fearless.