Growth Based On Innovation – Fabletics Clothing Line

When Don Ressler and Adam Goldenberg had a business idea in 2013, they could hardly anticipate the success that was waiting to happen. They founded a clothing brand called “Fabletics”, whose mission is to empower women through fashionable and athletic clothes. One of their decisions that proved to be crucial was partnering with Kate Hudson. The actress has been with the brand for a few years now, and their sales exceed $250 million within that time.



The company utilizes a Lifestyle Quiz that all prospective buyers are encouraged to take. Once completed, the statistics from the quiz will enable Fabletics to suggest customers what will probably satisfy their needs the best. Generally, everyone should give the quiz a try as it may help them obtain clothes in the future. Also, Fabletic’s business model is based on a membership that allows the company to get valuable insight into their customers, thus anticipating their needs better. This helps with the inventory on hand as well as delivery speed.


Reverse Showrooming Strategy

One of the main issues with the clothing industry is the so-called showrooming scheme. This is when buyers try clothes in-store and then purchase it somewhere else online for a lower price. Fabletics has found a way to utilize this to their advantage. Their online presence enables customers to have an idea of what they would like. When a customer tries something on in-store, that item will be added to their online checkout. So, if a customer does not want to purchase something immediately, they can just buy it later online.


Competing with Amazon

Amazon currently holds over 20% of all e-commerce for the fashion industry. The fact that their market share is so enormous makes it even more impressive that Fabletics is able to keep up with this giant. Since their arrival to the industry in 2013, the company has experienced growth that is rarely seen. Their numbers are corresponding to those of Amazon, and the future endeavors might make them even more comparable.


Kate Hudson’s Impact

Since her involvement with the brand, Hudson has been a vital member of their social media marketing, business expansion, and customers’ loyalty. According to the founders, she is very passionate about the brand which makes working with her easy. Also, she tries to stay within the field that she is familiar with such as online marketing. Overall, it seems that whatever she is doing has been working perfectly!

How Fabletics Continues To Take Over The World Of Athletic Apparel

When Hollywood actress Kate Hudson announced in 2013 that she was launching an athletic apparel brand, few could predict that her company would soon have an enormous influence over the fashion industry as a whole. With an endless amount of innovative tricks up her sleeve, Hudson continues to set the trends for the world of online retail.





Having had spent the last several years enjoying her reputation as a fitness guru on social media, it was only natural that Hudson would eventually launch her own brand of cute workout gear. Fabletics, launched as a retail website in 2013, sells extremely stylish yet affordable athletic apparel items like sports bras, jogging pants, running jackets and gym bags that double as luxury handbags. The clothes are also known for being high in quality and being able to maintain functionality after several extreme workouts and trips to the washing machine.


Fabletics operates as a retail website, allowing workout enthusiasts to browse through each item and add the ones that they want to an online shopping cart before checking out. What makes Fabletics unique, however, is its subscription service option known as the VIP membership program. Those who sign up to become VIP members can sit back while Fabletics selects an outfit for them each month based on a lifestyle quiz that they fill out upon subscribing. This outfit is sent to their door each month for a fee of $49.95. As an added bonus, a VIP member’s first outfit is only half the price.


Workout enthusiast Teri Hutcheon from couldn’t resist the tremendous value of the VIP membership program. While many popular athletic apparel companies charge $50 for a sports bra, Fabletics charges about the same amount for a complete exercise outfit. When Teri received her first Fabletics outfit, she discovered that the quality of the clothes was outstanding and that each item was built to last.



Fabletics Stores


Like Teri, thousands of Fabletics customers have become VIP members thanks to the amazing value of the program. To further the brand’s success, Hudson decided to open up a handful of Fabletics stores around the United States, encouraging workout fans to come in and try clothes on in person before signing up as VIP members. The technique is known as the “reverse showroom” and uses physical stores to drive more traffic to the website.


Customers who walk into a Fabletics store are able to see for themselves that the clothes are worth the price. While they shop, they are encouraged to become VIP members. Most customers cannot resist the value and sign up before leaving the store.


This strategy has been a success, resulting in more VIP members signing up every day. Now, Hudson is opening more stores around the United States and in Europe. It’s clear that Hudson knows what she’s doing. Her brand currently earns more in revenue than the Amazon workout apparel department. Worth over $100 million, Fabletics is the result of risky strategies and a deep knowledge of the modern fashion consumer.

Fabletics Find Success in Reverse Showrooming

Kate Hudson an actress and fashion enthusiast has a passion for motivating and supporting other women to live an active and healthy lives. That why she led in co-founding Fabletics brand in 2013. Fabletics is a company that offers stylish and high-quality gear activewear at an affordable price. The main aim of the Fabletics is to create clothing that motivates and inspires it, customers, to stay active. According to Fabletics, their designs are of high quality and trendy, which are meant to enable their customer to live their passion every day.


Their strategies have helped them reap major benefits. They have succeeded in the fashion where Amazon controls 20% of the e-commerce market. They have grossed over $250 million in three years. As part of the active wear campaign, Fabletics utilizes the subscription model to push their products to their customers. Customers prefer brands that are aspirational and motivates the individual. With a combination of convenience and membership Fabletics has a powerful tool for success.


The last mile service is important toward customer satisfaction, things such as brand recognition, customer experience, gamification elements and exclusive design. The Fabletics strategy is meant to achieve this by opening a store in strategic locations and fashion membership brand. According to Fabletics, their membership model allows them to provide customized services and that is trendy at half price of their competitors. They are guided by the perception that it is easier to make the customers happy when they already know what they want.


There are several strategies employed by Fabletics amongst them is the adoption of the reverse showrooming. What is reverse showrooming? This is when the customers go the e-commerce site to search for products, however, head back to the brick and mortar to finish their purchase. Fabletics has implemented the reverse showrooming by opening new stores where they offer live try-on for each woman. Customer who goes to the Fabletics stores is well aware of the products, the experiences they will have and the prices for the products. The company brings to the stores the products that are familiar with the customers who visit their site. They know what to expect since they have been reverse showroomed.


The sales will increase in reverse-showroom strategy since the company is offering its items, keeps the public knowledgeable with its brand at all times. There is no need for the customer be physically show up in the store since they have been accustomed to the Fabletics products. There is also a consistency of the products and services in the store and on site, for instance when the customer is shopping and tries an article of clothing on it is also reflected on their e-commerce’s shopping cart site as well.


Membership has also enabled Fabletics to provide better customer service since it enables them to establish a relationship with their customers. Due to their personalized services, 30-50% of the customer who walks in through their local stores are members while another 25% register as members in their stores. Through this membership, Fabletics is able to offer a product that relevant to customers of a particular location and they only tweak as preferences and trends change. Fabletics has taken leaped the benefits of reverse showrooming.