It’s hard to succeed in fashion these days. There are so many people trying to cash in on the e-commerce craze. Anyone can make their own products and sell them online. Even worse, big companies like Amazon have cornered the e-commerce markets across several industries.
In particular, Amazon controls 20 percent of the fashion e-commerce market. That other 80 percent is divided by the thousands upon thousands of other fashion companies. Somehow, despite the dominance of Amazon, Kate Hudson’s Fabletics found a way to succeed in fashion. Part of the ‘activewear’ movement, Fabletics is taking advantage of the millennial-inspired fashion trends.
In just over four years, Kate Hudson grew Fabletics into a $250 million business. Millennials love staying healthy and working out, but they also love relaxing. Activewear is the combination of those two loves. Fabletics perfectly combined aspirational designs with convenience; equaling simple success.
Fabletics is one of the high-value brands that common people can afford. Unlike other high-value brands, Fabletics doesn’t cost $100 for a pair of leggings. It’s also not poorly manufactured with cheap materials that break down over a few weeks. Fabletics took advantage of what is considered high-value these days.
Originally, high-value brands were fairly priced and made of good quality. That’s all any company needed to be successful; good prices and a good product or service. These days so much more goes into what’s considered a high-value brand. Consumers care more about things like customer experience, brand recognition, exclusive designs or deals, and last-mile service.
As Fabletics grew, the company decided to expand into the real world. Currently, there are 16 physical Fabletics stores. Although the plan is to open more stores, Fabletics had to discuss a serious issue before it can.
A lot of retail stores are “getting killed” by “showrooming”. People shop around in their stores and then buy those same items somewhere else cheaper. To counter that trend, Fabletics invites the local markets into their stores during events and other activities. As a result, nearly one-fourth of new visitors become members in store.
One Fabletics reviewer talked about Fabletic’s good quality and prices. Fabletics can easily compare and outperform other high-value brands like Lululemon. If anyone’s interested in Fabletics, they can take the Fabletics LifeStyle Quiz and see the products they’d be matched with.