Fabletics Sustaining High Competition in the Fashion Retail Market

The fashion retail market is saturated, or so it seems with the fashion retail companies that are overwhelming the consumers with numerous fashion products. The consumers these days are not only looking at the brands and buying from them at face value but are also looking for value for money. It has given rise to many brands that are catering to the mid-range buyers. One of the fashion categories that have seen some significant movements in the past few years is athleisure. Many brands offer athleisure products and fitness gears, but one name that caters to athleisure wear for women and has become highly popular among the public is Fabletics.

 

Fabletics was started in the year 2013 and has become a household name in the United States since then. The turnover of the company has soared to the over $250 million in just a few years, which is a remarkable feat for a brand that has been facing tremendous competition from the likes of Amazon, which holds more than twenty percent market share. The management of Fabletics is responsible for helping the brand reach new heights of success in a short period. Kate Hudson is also one of the co-owners of Fabletics, and she is involved in every aspect of its operations, starting from sales and marketing to branding and designing part. Kate Hudson is the one who recently roped in Demi Lovato to launch the limited edition collection, which was a massive hit among the company’s patrons.

 

Fabletics has been able to draw attention to it because the quality of the products it supplies is top notch, and the prices are reasonable. People can identify with the brand and can trust its quality, which is one of the biggest reasons why Fabletics has been able to sustain in this highly competitive athleisure niche. As more and more people switch to athleisure clothing in their daily routine, it is a niche that is bound to grow massively in the time to come.

 

Kate Hudson’s popularity has also added to the brand’s reputation. The company’s VIP members have been increasing steadily since its launch. There are many quality parameters that the products have to go through before it reaches the consumers, and it is such focus on quality that has ensured that the company’s name continues to rise high in the fashion retail market. The company has grown to become a name that people trust with eyes closed when purchasing active and accessories.

Kate Hudson is and Angel to Women

Kate Hudson and her new company Fabletics have taken the fashion e-commerce world by storm. Fabletics is designed as an athleisure brand that is meant to motivate women to exercise, eat right, and become a better version of themselves. The clothes are meant to make them look good and feel strong while they are active in self-improvement. Demi Lovato, renowned pop singer and Disney star, has become one of their main sponsors due to the inspirational effect that this product has on women.

Perhaps the company most shocked at Fabletics uprising is the internet retailer Amazon. Amazon once enjoyed a sizable 20% market share in the e-commerce fashion industry. However, Fabletics has begun chipping away at this giant’s great lead. One of the reasons Fabletics was able to begin stealing market share from the great Amazon is because Kate Hudson employed several of Amazon’s weaknesses into her business strategy.

Kate Hudson exploited Amazon’s inability to leverage the power of the crowd. Amazon, for being such a great website, does not sell any of its own products; thus, it cannot create any loyalty to its brand. Fabletics however, is more than capable of getting women loyal to their product and the amazing benefits that come along with it.

Kate Hudson began getting the power of the crowd behind her when she began hosting local events that put local dealers in the spotlight and allowed women to exercise in Fabletics clothing without committing to purchasing. When she did this, she noticed that 85% of the people ended up purchasing one of her products.

Kate Hudson would ride this wave of customer loyalty and begin opening retail locations in five different states. Many analysts told her not to open up retail locations because retail locations were suffering something known as the curse of the showroom.

Showrooming occurred when somebody came into a physical store with no intentions to purchase a product. Their only intention was to handle the product with their hands and see it with your own eyes before going online to find a better price or sale somewhere else. This led to many retail stores, even Walmart, to consider different strategies as they began to lose profit.

Kate Hudson, however, did not have to worry about showrooming. She did not have to worry about this because she opened Fabletics stores in areas where she already had customer loyalty. She found that 50% of the people coming to her physical store already purchased Fabletics products online. In addition to this, she found out that 85% of sales that come to Fabletics came through repeat customers. This allowed her to gain an edge on Amazon and begin dominating the fashion industry.

Since Fabletics can change your life, you are highly encouraged to jump on the Fabletics.com and take their personal lives lifestyle quiz. This quiz will assess your daily activity levels, preferred exercises, and weight loss goals and then it will assign you clothing that would help you achieve all these things.