How Fabletics has transformed the Online Fashion Market

Athleisure wear has been changing how individuals perceive life. The clothes can be worn whenever one needs to work out or as normal casual wear. Various fashion designers are being involved in the industry, and they have significantly transformed it. People feel comfortable when wearing the activewear at the gym, around the house, when going for a walk, at the park, and many other places. Many renowned clothing lines are venturing into the business, but some of them do not offer stylish products, and others sell their products at very high prices. Fabletics was established in 2013, and it has specialized in providing activewear products. The firm has taken over the market within a short period since it has managed to build a clothing empire.

 

Fabletics was established as a small e-commerce website. The firm has currently offered subscription services to millions of people who buy its products. Many clients were pleased with the company since it sent them new athletic wear through their mails every month. Besides the automatic monthly delivery, the customers can also purchase other products. The company started by operating online but it has currently established 16 brick and mortar stores and plans to open 12 more shops in 2017. The company needed to open their showrooms to allow clients to view and buy its products physically. According to many analysts, it would be hard for Fabletics to maneuver the market since it was highly dominated by Amazon. Amazon has been in the e-commerce business for longer, and it currently controls about 20 percent of the online fashion market. Fabletics has been growing every year, and it is currently worth more than $250 million.

 

Fabletics offers a better membership model than Amazon. Amazon does not require its members to order for products regularly. The company is, however working to find a model that will enable it better its services. Fabletics fulfills the needs of the clients by collecting some data from them to allow its stylists understand the preference of every customer. The company’s customers can access trendy and fashionable products that fit them well. It has managed to beat Amazon in the recent days since its uses two outlets in selling its products hence making it more accessible. The firm has been using an excellent tool that is known as “reverse showrooming” in marketing its products. The method has been a success since it builds relationships with long-term clients.

 

Fabletics has been transforming how people view activewear. All the products that it offers are top notch, stylish, fashionable, and pocket-friendly. The firm has changed how online retail is perceived since it manages to deliver the exact products that its clients need. It is also able to offer customized merchandise at a cheaper cost than other online businesses. The company has been giving incredible discounts to it members whenever they purchase products online or in its brick and mortar stores across the country. It is easy for anyone to subscribe to Fabletics’ services since its website is user-friendly.

Kate Hudson’s Fabletics in Prime Position to Catch Amazon

Amazon has raised the bar so high in the fashion e-commerce market that all the other thousand clothing retailers are left in their dust. To get a clear understanding as to why this is the case, Amazon takes in 20 percent of all the sales in a market where the other thousand are fighting over scraps. That may have been the case a few years back, but Kate Hudson’s Fabletics has emerged out of that pack and is making their charge to catch Amazon. In a little under three years, Kate Hudson’s Fabletics has already sold $250 million in ladies active-wear and workout apparel.

 

To be considered a leader in the apparel niche, you need to really stand out from the crowd. When Hudson is talking about the appeal of her athleisure brand, she doesn’t credit high-quality or her celebrity association, she says it comes down to membership perks and reverse showrooming. To see how these work at the stores, we take a closer look in the Fabletics stores at the local mall. There you find women shopping for the newest releases in active-wear, trying on all the workout apparel, and even taking the Fabletics lifestyle quiz.

 

To be able to catch Amazon is this very crowded fashion e-commerce market, Kate Hudson’s Fabletics is doing something quite unique for their customers. Each time you are wearing a piece of clothing in the mall, that piece gets moved to your online account for future consideration. This means that these shoppers don’t have to rush around at the mall to make a purchase, they can continue looking for the clothing they want at the larger online inventory and just keep surfing. Without worry about the clothing fitting any longer, these women will go impulse shopping and load up their carts with leggings, tank tops, or yoga pants.

 

That is not the only perks of membership at Kate Hudson’s Fabletics, these shoppers are getting help from their own personal shopping assistant, free shipping for online orders, and discounts on the workout apparel in the stores. This is a huge contrast in perks compared to Amazon, where you only get a shipping discount and have to kick up $80 for that Prime membership. Kate Hudson’s Fabletics is finally in that position to be able to not only take some of Amazon’s customers, but to turn online shoppers into loyal Fabletics customers for the long-term.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on