Fabletics is an innovative clothing brand and e-retailer that was started in a partnership between actress Kate Hudson and TechStyle Group. The brand is focused on women’s activewear that is fashionable and can be worn all day. The idea of the brand came to Kate Hudson when she was wondering why women’s activewear was so expensive and how it could be provided at less cost to consumers. The brand has proven to be very successful and uses a membership program in order to encourage repeat business.
Recently, Fabletics has been expanding into the world of brick and mortar with retail stores being opened across the United States. Most retail stores consider showrooming to be a huge problem. Showrooming is the term used when a consumer looks and feels products in a store but then buys it at a different retailer online for less cost. At Fabletics stores, they feature what they call reserve showrooming. The company doesn’t care if women buy their clothes, which is exclusive to this brand, in the stores or at their online site. When a woman tries on a piece of clothing, it even goes into her online shopping cart so she can conveniently but it from there if she so chooses.
As a membership model company, Fabletics encourages women who are making their first purchase take a Lifestyle Quiz. The quiz, easy to complete, lets Fabletics know what they find appealing and fashionable. This gives the member the convenience of having clothing shown to them that is bound to appeal to their tastes rather than having to search for it.
At Fabletics, Kate Hudson has five rules which have led to the tremendous growth of the brand. Her first rule is to develop marketing opportunities. Unlike some of its competition, Fabletics has clothing for every size and shape. Her second rule is to stay hands on which involves her looking at sales numbers on a weekly basis and keeping apprised of what is selling and what isn’t so changes can be made to what Fabletics offers.
Other rules of Kate Hudson’s are to rely on data to make decisions. This data includes the Lifestyle Quiz results which point to broader trends. She also stays inspired which includes working on her mother’s nonprofit, the Hawn Foundation. Finally, she says that in order to achieve you have to believe in yourself and take informed risks.
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