How Kate Hudson’s Fabletics Fashion Line is Gaining Traction in a Competitive market

The modern fashion industry is no cake walk, not with the preponderance of the well-established digital marketing giant Amazon making a claim to over over 20% of all e-commerce fashion sales. Nevertheless, with a big name like Kate Hudson at the helm, Fabletics is going against all odds. In the last three years, this company has created a net worth of over $250 million.

 

How is Fabletics Making such a Splash?

 

The twists and turns of a modern economy must be met with versatility and innovation. This is why Fabletics is taking the attention off the conventional high-prices and top-quality, to create a presentation that will appeal to the modern consumer. High-prices are no good if the same designs can be found cheaper elsewhere and who will by top-quality if the design is awful?

 

Today it is all about stylish design, brand recognition and exquisite customer service. These are the qualities a modern buyer really has in mind when making their fashion selections. Fabletics is seeing success by taking these important factors into consideration in completely new ways. Following are some of the innovative marketing strategies seen by the Fabletics corporation.

 

The “Reverse Showrooming” Methods

 

Showrooming has gotten bad results by bigger fashion companies as their clients will browse the showroom, find what they like and then proceed to find the product cheaper somewhere else. At Fabletics, they have re-invented the showroom for maximum efficacy. They have made the browsing a more engaging action and this helps them to build a long lasting relationship with their valued shoppers.

 

They take the time to build a lasting relationship with their shoppers before they even invite them to their physical locations. This is done with various events and online activities, the effects is that 30% of all customers who walk into their doors are already members of their community and 25% will be as soon as they leave.

 

Improved Use of Online Data

 

The business data that a company can gain on it’s products and the customers to which they market is crucially important. Of course collecting data is not going to do a thing. Fabletics does a fine job of analyzing, planning and stocking their physical locations with hot items their clients will love. How do they know? By keeping tabs on the sentiments gathered from social media platforms, real time sales and store heat mapping. This way they always have what their customers want on hand and avoid the inefficiency of being over or under stocked.

 

Insightful Focus on Accessibility, Culture, and People

 

In addition to cultivating high-quality relations with their local clientele and keeping track of important data, Fabletics takes their customer service to the next level with balancing demanding lifestyle and fitness goals with the joys of the experience and helpful client education. By ensuring the experience of the shopper in the store they greatly improve their customer experience and the possibility of return shoppers and new shoppers arriving on recommendation.

 

 

In the end, it is all about approaching the modern market in a new way and engaging clients as friends and allies whose success will benefit your business.

Fabletics Reversing the Sales Strategies to Compete in Amazon

Doing well in the fashion industry, and especially on Amazon is a dream come true for every brand. Fabletics is doing very well on Amazon and has succeeded to build a $250 million business in a span of three years. This company uses distinctive tips to get the customers and to maintain them. Most people like brands that have a future and requires a little more effort from them. This mixed with membership as well as convenience are the strong tools that Fabletics uses to get more subscribers.

 

In the past, expensive items were perceived to be of good quality. Nevertheless, with the current shifts in economic, this is no longer an adequate tactic to use to remain competitive in the market. Nowadays, some of the tools that define the quality of products are customer experience, gamification elements, last-mile service, exclusive design, and brand recognition.

 

Besides the online sales, Fabletics is planning to open more physical stores in additional to the current operating stores in Hawaii, Florida, California, and Illinois. According to Fabletics’ General Manager, Gregg Throgmartin, the major secret behind their success is their ability to create a reimagined and modern description of high-quality brands from the word go. Their membership model allows the firm to offer personalized services and trendy pieces at an affordable fee. Fabletics know what people want, and this makes the clients happy with their offers.

 

Techniques employed by Fabletics to attain success in the fashion world

  1. Reverse Showrooming

Most businesses do not succeed in Showrooming. Prospective clients browse offline and then acquire the items elsewhere at a lower price. Fabletics has reversed the Showrooming, and this has brought a positive effect to the brand. It is among the few firms that have managed to turn browsing into something positive. The current strategy applied by Fabletics makes them reliable to the market and establish relationships through events. 30-50 percent of the people who walk into Fabletics are already members. 25 percent of the people who walk into their store will become members. Whether a client shops online or offline, he/she will receive the amazing offers and the excellent customer service.

 

  1. Using available data to stock retail shops

Displaying the right products in the physical as well as online stores is requisite so as to maintain the client’s brand journey. Fabletics uses online data to stock the physical stores. This ensures that the physical stores have products that appeal to the people in that locality. Stores are stocked according to the social media sentiment, membership preference for local members, real-time sales activity, and store heat-mapping data. According to the SVP Operations for Fabletics, Dustin Netral, the brand is built by combining the global fashion trends and the customer’s preference data to improve satisfaction.

 

  1. Growth is achieved by focusing on people, accessibility, and culture

As the company progress to new markets and new competitors, new challenges pose in the way. Nevertheless, the company moves beyond all the challenges and managed to record a growth rate of 35 percent in one year. The firm believes that growth is an outcome for having great products at a good price.

Fabletics can be nominated as one of the fast growing companies that understand the needs of the modern consumer. They have fast distribution services, great membership programs, and smart purchase options.