Amazon has been in control in the online fashion space for years, and currently dominating with 20 percent of all e-commerce sales in the apparel world speaks volumes to the dominance. This is certainly not one of the niches you want to try growing your business, but don’t tell that to Kate Hudson. In only three years, Hudson’s Fabletics has gone from invisible to $250 million in sales of her high-quality athleisure brand, and sales are picking up each year.
When Hudson was asked to give insight as to how Fabletics was able to explode in sales so fast, despite working in the same space as Amazon, her answer is a membership platform combined with reverse-showrooming. The combination of these two unique features don’t seem like a good match, but somehow her company has found the secret that works. Looking at it from an impartial point of view, customers come down to the retail Fabletics store in the malls, where they have the opportunity to get a free membership and take the Lifestyle Quiz to further enhance the buying experience. These customers can shop the racks of the high-quality workout apparel and active-wear, trying on as many items as they like, and they can even leave without pressure of having to make a purchase.
Now that the pieces of apparel were tried on and then added to the online profile, members can return to the Fabletics website at their convenience to continue shopping, compare new arrivals, or look to see what else is available in the size they already know flatters their frame. Compared to how the shopping experience is at Amazon, shoppers there buy without knowing the fit, and often return their purchases time and time again. This could be the reason Fabletics is enjoying such huge success early in the game. The focus at Kate Hudson’s Fabletics appears to be on providing women high-quality active-wear and the added convenience of shopping on their terms.
Included with the membership at Fabletics is lower pricing, free shipping, and even the assistance of personal shopping assistant. This assistant looks at the quiz results and finds styles that the customer will love. No pressure at Fabletics, those suggestions are just that, so nothing ships without the buyer accepting the selection. In only a few short years, Fabletics has given women exactly what type clothing they have been searching for at prices they can really get excited about.
When movie star Kate Hudson announced in 2013 that she was launching an athletic apparel company, few could have predicted that she would end up proving to be one of the sharpest and most innovative entrepreneurs of the e-commerce world. The announcement wasn’t exactly shocking considering the fact that Hudson had retreated from the spotlight to become somewhat of a social media fitness guru prior to launching the company.
Today, Fabletics, the name of Hudson’s brand, is worth over $250 million. Her fitness fashion company manages to continuously outsell Amazon in the athletic apparel department. The success of the company is the result of Hudson’s ability to take smart risks and develop new marketing strategies for fashion consumers who belong to the millennial generation.
The company started out as an online retail business. Fabletics follows a subscription service model. For a monthly fee of $49.95, subscribers, referred to as “VIP members” on the brand’s website, receive a complete workout outfit in the mail at the beginning of every month. These outfits are selected by Fabletics based on a survey that is given to subscribers upon signing up. This survey asks them questions about their fitness routines and personal style preferences. Members’ first outfits are only $24.95.
The deal was too good to pass up for bloggers Joanie and Heather of thekrazycouponlady.com. When they finally received their first outfits in the mail, they noticed that Fabletics apparel items are made of high-quality fabrics. Workout staples like sports bras and leggings come in exceptionally cute styles and a wide array of colors and patterns.
VIP members like Joanie and Heather are hooked. The subscription service model has offered customers an extremely convenient and fun new way to purchase clothing. The success of this model has allowed Hudson to launch several brick-and-mortar Fabletics stores across the country.
Instead of using these stores to sell clothes in person, Hudson uses them as “reverse showrooms” that aim to get more customers to sign up to the VIP membership program. For customers who prefer to try clothes on before purchasing them, this “reverse showroom” allows them to see for themselves that the clothes are well-made before committing to a monthly fee online. When customers try on items in a Fabletics store, those items appear in their online shopping carts. About 25 percent of customers who purchase an item in a Fabletics store end up becoming VIP members.
Thanks to the success of this strategy, Hudson has announced that she will be launching several more Fabletics stores over the next five years.
The boom box that was being used in 70’s brought a lot of excitement as it accorded the user to carry around the most popular tunes and stations. Moreover, with dual cassette decks, one side was playing music as the other one recorded from the playing tape. Its utilisation was carried to the story lines of movies up to 1980s resulting in the increase of the desire to own one. Up to the 90s, one could experience a better music feeling with the conception of the Walkman, which got smaller with the purchase of an iPod. Technology rises with the quality of what an individual believes is fashionable
At this time, the compounding of technology and fashion is occurring. The Fashion designers are delighted to make what delivers, with the application of technology. Other trends arise via technology to shield the human beings from danger. In spite of the fact that it may not be elegant to have on bike protection, Terese Alstin Anna Haupt came up with a system that someone would wire across the neck, which is referred to as the cyclist’s Airbag. Designers are also reprocessing materials to come up with fabulous fashions in an exciting manner. For example, SegraSegra reprocessed inner bicycle tubes to create jackets and t-shirts. Also, Emma Since motion can be converted to electrical power, originally made clothing can arrest this kinetic energy to operate things like watches, and many others. In particular cases, technology necessitates assistances to acquire popularity from fashion. For instance, putting on glasses had little credence until lately when Diane Von Furstenberg’s models used them on stage to cat walk leading to a change in its perception. It is now evident that technology and fashion can uprise together and can even promote one another.
This article was written by Christopher Burch, the beginner and CEO of Burch Creative Capital. Currently, the company is endorsing the development of various lifestyle and consumer products brands starting from retail, apparel and home furnishings, organic foods, and technology industries, such as BaubleBar, Blink Health, Chubbies, Little Duck Organics, and Soludos and others.
According to Huffington Post, Chris Burch has a different business background in several industries such as fashion, technology, and real estate. In his almost 40 year career as an entrepreneur and an investor, Christopher Burch has taken part in the development of 50 companies and above. He has always been committed to the branding power, and currently enforces his keen awareness of marketing and sales to business concerns spanning apparel, hospitality, financial services, consumer products and technology.
Find more about Chris Burch on his Crunchbase profile.