Kate Hudson managed to come up with a brand that was able to be placed in the forerunning to compete with retail giants such as Amazon. Fabletics is a top quality and distinguished clothing line that provides modern and stylish fitness apparel in the form of yoga clothes, gym workout attire, and running gear as well. Kate launched this clothing line after she noticed that the market was flooded with subpar luxury active wear and consumers were not able to find apparel that gave them value for their money.
Kate Hudson came up with a successful brand that grew up to $250 million in just three years of existence with over sixteen stores in Florida, California Hawaii, Illinois and plans for more stores underway.
The brand managed to become a defining factor for the athleisure movement by implementing a subscription prototype to market and selling activewear to its extensive client base. The brand has defined its success in a saturated market by using a blueprint of success through implementing technological progression and ingenious media return on invests marketing campaigns.
Over the years, luxury wear has been categorized by the price and quality of the items. The most recent dynamic economic revolution has made this point of categorization not sufficient to guarantee the success of the brand. Brands have been forced to center their attention on the facets of customer experience, overall brand design and brand recognition to gain a competitive edge and ultimately achieve success.
So, how exactly did Fabletics compete with Amazon to be one of the top fashion brands today?
The Reverse Showroom Technique
Fabletics was able to rise in ranks and compete with brands like Amazon by implementing the reverse showroom technique. Showrooming primarily refers to looking for items in physical stores to examine the quality before buying it cheaply online.
Fabletics modified this and enabled online browsing to develop one on one relationships with their client pool. Using this strategy has been integral in their success. Through enabling consumers to register for membership, they are able to take an online survey that highlights their preferences through real-time sales and social media platforms. The reverse showroom technique basically translates to the physical Fabletics stores being stocked with items that have been requested by the clients.
The success of the technique is visible in how the frequent Fabletics subscribers have rated the service as well as the products. Numerous client reviews show that the products give quality for extremely low value in comparison to other brands offering the same services. Fabletics also focuses on the diverse needs and style of each individual customer. The clients have also praised the online site by stating that it has a distinct design with a user-friendly interface.
The company’s general manager attributes the brand’s success to its undeterred dedication to finding a balance between consumer culture, consumer education, lifestyle and accessibility to their customers. Fabletics continues to grow in leaps and bounds to define the path of success for other e-commerce brands.