Fabletics has been making news in the fashion world from the time it started its operations in 2013. A company that started out as a startup is now a mainstream fashion brand, which is giving giants like Amazon a tough run for its money. Amazon holds over 20 percent market share in the fashion retail market, but that might change soon as Fabletics is growing at the rate of over 30 percent annually and doing the business of over $250 million annually. Fabletics managed to do so by following a unique marketing and business strategy, and one of the biggest parts of it is the subscription model it rolled out soon after launch.
In the subscription model, the customers have the choice to upgrade to become VIP members of the company, and it allows them to choose from a personalized collection of athleisure apparel selected from them and send out in an email to choose from. The VIP members can only open their email and check each month the items they want and it would be delivered to their doorstep. The best part is that even though it is a famous brand, co-owned by Kate Hudson, and is targeted towards urban audience, the prices of the products are not sky high. The primary aim of the company from the very beginning was to offer customers something of value without costing a fortune. Moreover, Fabletics has one of the biggest collections of Athleisure products online to choose from, and new designs are added regularly.
Kate Hudson, who is one of the co-owner of Fabletics, is a fitness diva and an Emmy award winner Hollywood actress. She is a role model for millions of women across the world because of her chiseled and well-toned body, which most women desire. Kate Hudson, being the brand ambassador of Fabletics certainly helped the substantial gain the much-needed momentum it needed to penetrate the highly competitive fashion retail space. And, the fact that it personalizes the experience for all its customers makes it one of the most aspirational brand in the market today in fashion niche.
The company has over 18 physical outlets across the country, and the company plans to open across a hundred more shortly. Fabletics followed the reverse showroom technique to get established in the market. The reverse showroom technique means first building a brand online and then going all guns firing and opening physical stores, and it certainly has helped Fabletics. If you want to become the VIP member of Fabletics, start out by taking company’s Lifestyle Quiz online today.