Fabletics – Taking on Amazon

Building a successful fashion brand in a world were Amazon controls twenty percent of the market in a very tall order. However, that is exactly what Kate Hudson’s Fabletics did. It has grown into a two hundred fifty million dollar a year business in a short three years. Unlike other fashion companies Fabletics active ware products use a subscription system to sell there clothing. Customer experience, design and brand recognition are more important to customers know and days, and recognizing this is the first step in Flabletics success.


The Flabletics subscription model allows the company to provide custom serves and trendy fashion at a fraction of the cost. Fabletics uses reverse showrooming. Were browsing is a negative for other companies, Fabletics have turned it into a positive. There strategy allows them to build relationships and get to know the local markets better. Because of this thirty to fifty percent of those that enter the store are already members and an addition twenty five percent sign up at the store. Using online local data, store will stock products that appeal to there customers and change them when needed. Growth is also a factor of providing a great product at great prices. The fabletics model seems to be very much the success.


Founded in Twenty thirteen, Fabletics as been from its inception a fashion forward athleisure brand designed to be empowering. TechStyle Fashion Group, Don Ressler and Adam Goldenberg wanted to change the fashion world, but needed the right partner. Kate Hudson was it. Kate represented what Fabletics is, she is approachable with an active lifestyle. She was a perfect fit. She is very much involved in every aspect of the company from budgets to social media strategies. Kate is one of the few celebrities that actually uses the products that they endorse. I doubt you will see LeBron James driving a Kia. Kate will never do anything that is not authentic.


The company didn’t have a perfect start with unexpected product delays. Other celebrities like Cher attacking Kate on social media. With some of the bad press Kate spearhead the new customer service department and new data systems. In only eighteen months the company had a good rating at the better business bureau as well as a much improved customer satisfaction score. With twenty two retail stores and plans for dozens more the company looks to have a bright future. With all this success you would than that Kate would be content being a business woman, but she says she is an actress and artist through and through.

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