For a very long time, Amazon has had a tight grip on the fashion industry even controlling up to 20% of the e-commerce market. Nonetheless, Kate Hudson’s Fabletics has stepped in to reduce and probably defeat the dominance Amazon has on the market. Kate has helped Fabletics grow steadily to become a big business worth over $25o million in the three years it has been in existence.
Kate Hudson realized that the market has changed and brand value no longer relies on pricing and quality alone; customers are interested in other things like after-sale services, online reviews and brand image and reputation. Thus Fabletics introduced a client membership program where customers subscribe thus enhancing their loyalty and commitment to the business.
The strategy that Fabletics has adopted and implemented seems to be paying off with the business recording faster rates of growth. Fabletics is set to open 12 more stores to the twenty-two already operational in different parts of the Country. Mr. Gregg Throgmartin, General Manager, says their biggest secret is the client-oriented marketing that gives individualized treatment to each client.
Fabletics has also adopted the reverse showrooming strategy. Since the firm is data-driven, it can make a customer’s experience when browsing offline enjoyable. The session is thus engaging and a mutual relationship comes up between the client and the firm and building lasting trust and confidence in the process. Fabletics pays keen attention to data collected from online reviews, online discussions about the brand and stock-heat mapping to identify which stores are doing well and what product sells more.
Another reason for Fabletics’ remarkable improvement and growth is their ability to strike a balance between employee satisfaction, customer education, and service delivery. Fabletics has been able to adapt to new changes in the fashion industry very well and has realized a steady yearly growth of 35%.
Kate Hudson has proved why she was the most natural and appropriate choice for a partner the founders of the company had to be looking for when they started the firm. She has shown brilliant leadership skills and innovative designs. Together with the other professionals at Fabletics, they have worked very hard to make sure the business is a leading athleisure brand renowned worldwide.
She is responsible for the company’s budget-reviewing, strategy decisions and implementation of designs. Fabletics boasts of excellent customer service, great online reviews, dedicated staff, data-driven strategy and strategic partnerships with the parent company and celebs including Demi Lovato. You should take on the Fabletics Lifestyle Quiz to discover which Fabletics gear suits you.