Fabletics, a fashion company owned and designed by Kate Hudson has exploded onto the scene with a $250 million dollar average over the past three years. In an industry where Amazon controls at least twenty percent of the market share, Hudson’s company has surprised many observers. Active wear has become a lucrative investment in today’s fashion and Fabletic’s blend of membership, individual inspiration and ordering online has proven to be the right recipe for success.
The story of Fabletics date back to Hudson’s partnership with Don Ressler and Adam Goldenburg. Hudson, a mother of two and an accomplished actress in her own right, noticed a gap in the hot new trend of active clothes. While there were many name brand, expensive choices-there was a definite gap in the more reasonable price point that would enable women of all means to become active. The Fabletics brand began in 2013 and the partners were determined to provide quality active wear with a convenience and price point for all buyers.
The membership at Fabletics enables the company to present its customers with individualized choices and shopping. At the end of each month, the member is shown new options for active wear suited to just their needs. This ongoing relationship with the customer sets Fabletics apart from its competitors.
As of January 2015, one million orders have shipped and Fabletics is a hit. The designs found at Fabletics are meant to inspire you to become active and stay active. The mantra of living your dreams is the cornerstone for this growing company. How does Fabletics set itself apart from the other online companies? This group of designers has turned browsing into a positive thing as Fabletics members form a relationship with the company. The management at Fabletics uses data regarding preferences to keep its line on point and relevant.
As Fabletics continues to evolve, so are the customer service advantages it embraces. This company is in tune with its shoppers and members and has elevated online shopping to new heights of convenience and availability. Fabletics could not compete with Amazon if they did not constantly improve and update its service to the public. Tuned into trends and reasonable price points has kept Fabletics near the top in sales and growth.
Brick and mortar shopping has not been discounted at Fabletics, either. The physical shop spaces have been designed with the customer in mind, striving to provide a wide variety with reasonable pricing. New stores will be coming to Hawaii and other U.S. destinations.