Amazon is not the only company to dominate the fashion e-commerce market these days. Fabletics has grown steadily since it has first started and is now a $250 million dollar company that grows about 35% every year. Fabletics has developed its own style of success and has avoided the usual pop up store technique. It has instead approached the market by getting to know the local markets through events and various activities. This has proven affective and they have gotten 30-50% of their customers in store that are already members and another 25% that have become members right in-store. It doesn’t matter where their customers purchase their items because it all counts towards their shopping cart purchases.
Fabletics has chosen to grow steadily and predictably over fast and impulsively and this has proven to be a good formula. Fabletics has decided to focus on their customers, culture, and accessibility in order to create a brand that their customers have grown to love. Although Fabletics is not without competition, they have managed to become a huge success because they offer something that other brands don’t-VIP service. When new members sign up to become a member of Fabletics, they take a Lifestyle Quiz that helps than to get personalized service. It also give Fabletics information that they can use to create fashions that are in demand and trendy.
Kate Hudson, founder of Fabletics, has stayed on top of the changes and keep a close eye on what is popular and what is not selling so she can adjust her collections accordingly. Hudson wants to encourage her customers to live healthier and more active lifestyles and her activewear does just that. She has even recently expanded her collections to include sizes that span between XXS to 3X so that everyone can have a cute workout to wear that will motivate them to become more active.
Hudson monitors what is popular and what is not and utilizes the information she gathers form the Lifestyle Quizzes so that she can tailor her collections better.
Hudson gets a lot of her inspiration form her mom, Goldie Hawn, and believe in the importance of taking risks and living your passion. Life is very short and Hudson believes that the best way to spend it is by focusing on what matters the most. She also believes that if you keep that in perspective, then you’ll become fearless.