There’s been a lot of talk about Fabletics. It seems to be one of the biggest successes in fashion since sunglasses. Not only are people talking about Fabletic’s products, they’re talking about Fabletic’s business success. Fabletics achieved something that no other company has: taking on Amazon.
Amazon, the global giant, controls 20 percent of the fashion e-commerce market. Taking on a company that powerful is no mere feat, yet, that’s exactly what Fabletics is doing. So, for Fabletics to be encroaching on Amazon’s success, Kate Hudson must be doing something right. It took Kate Hudson three years to grow her company into a $250 million business.
For a start, Fabletics had to be considered a high-value brand. A company can succeed much easier if people think it’s one of the best in the world. High-value brands were historically determined by price and quality of the goods or services. These days, people care about things like customer experience and brand recognition.
Secondly, Kate Hudson had to make that leap that all e-commerce businesses hope to make one day: physical stores. The problem with physical stores in today’s world is that nearly everything is done online. So, opening a physical store is a tough task in itself.
The toughest part about opening physicals stores is overcoming the benefits of online shopping. Shopping online is often cheaper and more convenient. Fabletics needed to find a way to get people to visit their stores, so they did. Fabletics stores host events that welcome the local markets as a way of building relationships.
They then use those relationships to get to know their local members better. The majority of people who visit stores are already members, and an additional one-fourth of visitors become members in store. It’s because Fabletics only sells selling items at their stores.
The end of everyone’s conversation about Fabletics is the same. Is Fabletics worth it? In the opinion of one non-sponsored reviewer: yes. To her surprise, Fabletics is a great deal. The prices are more than fair.
The most surprising thing for her was the quality of Fabletic’s leggings. She believes they could easily rival a pair of Lululemon Underwunders. The compression is great, holds its shape, and doesn’t fade over time. If anyone is interested in Fabletics, they can take a LifeStyle Quiz.