It’s hard to succeed in any industry controlled by one dominant force. When it comes to the fashion industry, not only is there a dominant force, but fashion is a cut-throat business. Most new fashion brands don’t survive the first year; mostly because of Amazon’s 20 percent control of the entire fashion e-commerce market.
Despite the challenges, that’s exactly what Kate Hudson’s Fabletics is doing. In the past three years, Fabletics has grown into a $250 million company. It’s one of the most popular brands in the world, especially with millennials. It was part of Kate Hudson’s plan to target that specific generation because of their focus on health and fitness.
Historically, brands like Fabletics wouldn’t have to work so hard to stay in consumers’ favor. These days, people expect more from their favorite brands. It’ part of today’s high-value brand determiners. The modern consumer cares more about things like customer experience and brand recognition.
Although today’s economy requires more work, Fabletics is having no trouble keeping up. Recently, the company’s begun opening physical stores. Unlike many others who used the traditional pop-up store route, Fabletic’s new strategy is paying off. Currently, the brand only has 16 stores nationwide.
The hardest part about opening physical stores is dealing with offline browsing. People love shopping online because it’s cheaper and more convenient. So to get people in their stores, Fabletics had to reverse the browsing model. Fabletic’s stores host events.
As a result, most of their visitors are already members. Those who aren’t, about 25 percent of them become members after a few visits. Not to mention, each store uses local data to better fill their inventory with the most desirable items in the area. This makes every local member feel like Fabletics is really paying attention to them.
The real success of Fabletics is in the many online reviews. While some people review companies for sponsorships, one reviewer gave her full opinion of Fabletics. In her words, Fabletics is actually worth the money spent. She was truly surprised by the quality of a pair of leggings she bought.
She was also surprised by the huge variety of styles. Fabletics has everything from simple bottoms to cut-outs and sheer fabrics. She challenges anyone to go on Fabletics and not find something they like.