Fabletics’ Innovative ECommerce Formula

Today, the world of activewear and retail sales has changed significantly, even from just a few years ago. Today, online sales are where a lot of the profits are being made, and all of this has been a real game-changer for the business world. E-commerce sales are a huge part of today’s fashion business, and the truth is that amazon.com already has 20 percent of all of those online sales.

 

 

So, how can any new company succeed in this fierce sales environment? What it takes these days, is a quality product, last mile service, great brand awareness, and the promise of a great customer experience. Right now, the Fabletics activewear brand, which was started just three years ago by actress Kate Hudson and her partners, is showing how it’s done, as this startup brand is now a $250 million company.

 

Kate Hudson’s Entrepreneurial Spirit

 

Kate Hudson began her career with a major success in the film “Almost Famous.” She garnered an Academy Award nomination as Best Supporting Actress, and followed up with a string of roles in popular romantic comedies. Through it all, however, she still held onto a dream of making a mark as a fashion entrepreneur. By partnering in Fabletics, she has been able to realize that dream and take it on to a powerful place in the industry.

 

Membership Based

 

Fabletics is subscription based, and this innovation has been shown to be very appealing. Those who buy a membership fill out an online survey on the site about their taste in workout wear and their fitness routines. This allows the company to select clothing that suits their tastes, and to try on pieces at home.

 

Physical Stores

 

Today Fabletics is also making a mark by using a concept of “reverse showrooming” in its physical stores. The company is adding more stores nationwide, to add to the sixteen already existing. The stores bring in about 30-50 percent of customers who are already members, and more customers become members when they visit stores. Customers can try on clothes in the stores, but order them through their own subscription. This has proven a winning formula for customers and for the brand, and it goes against the trend of seeing actual stores as a losing proposition.

 

As the Fabletics brand looks ahead, more growth and more success is seen, as this affordable and innovative fashion brand moves along.

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