How Fabletics is Thriving by Putting Digital First

How do you buy your clothes these days? Like many people, you likely visit a store to get better acquainted with the look and feel of a company’s line of offerings and then do one of two things: 1) go home and try to find that item or a similar one for a cheaper price online or 2) start searching from your phone immediately for a cheaper price online. When athletic fashion brand Fabletics was founded, its founders were keenly aware that the world of retail was becoming a digital first market place. Unlike many retail companies that have been around for decades and are struggling to evolve to give a great digital experience, Fabletics was launched in 2013 as a digital centric company.

 

They did this by making a firm decision to only open a few stores in highly strategic locations and creating a full online experience by using a reverse showroom method. This reverse showroom method invites buyers into a fun and easy to use online space where they get a feel for what the brand is about, its product line and the quality of the items. Fabletics takes this a step further by using an algorithm to create a highly unique profile for each individual customer. How is this done? People can hop on Fabletics’ website where they can answer a few questions about things like what type of athletic activity they like to do, what their style is like and their sizes and once they become a Fabletics member each outfit is tailored to their specific preferences. In fact, after taking the quiz and signing up – they have to do nothing at all except enjoy a monthly new outfit from Fabletics delivered to their doorstep. This has been a cornerstone of Fabletics’ success as it jumped from a startup to $250 million in sales and 1.2 million members in just a few short years.

 

Kate Hudson is synonymous with Fabletics. She is their spokesperson and she also is highly involved with the company’s operations. She stated that she really believes in Fabletics success and its growth and for that reason she will continue to be consistently hands on. She attends sales meetings, reviews weekly numbers, consults on the social media strategy and, most importantly, studies the company’s inventory to make sure the pieces are loved by Fabletics members. She knows which pieces her customers love and which pieces aren’t as great of a success and is hands on in making changes so that every piece is a success.

Fabletics Marie Claire

Fabletics co-founder Kate Hudson took time with the Marie Claire Magazine at http://www.marieclaire.com/fashion/news/a19566/kate-hudson-fabletics-interview/ to talk about her new line of performance wears suits. Kate Hudson collaborated with the founders of JustFab to form Fabletics. The institution specializes in supplying high-quality athletic wear at affordable prices. The fit is designed to fit your workout plan, function, and style. The high-performance wear and accessories are designed in sunny Los Angeles. Clients that make their first purchase from Fabletics get the chance to qualify for VIP membership program. VIP members get to enjoy free shipping on orders that exceed 49.95 U.S Dollars among other special treatments.

Fabletics accept all forms of payment from their clients including visa card and master card. The idea behind creating Fabletics was inspired by Kate’s desire to find a one wardrobe solution that could be used in both workout sessions and during playing soccer with her sons. Kate was driven by her desire to provide women with high-quality wear at affordable prices. Kate hopes for a future where Fabletics will ignite a movement that will help women to live a fit and attain their life goals. The business enterprise is driven by the concept of working as a community and helping each other along the way.

Kate has one of those bodies every woman would be dreaming to own. Kate wakes up at six in the morning to attend yoga sessions. People may wonder what makes Kate look great, happy and healthy. She says that she prefers having breakfast to avoid having to eat much for lunch and at night. She regularly wakes up to a cup of coffee and some green juice. Her morning workouts range from cycling and running to Pilates. She will then have a protein shake after her workouts. Hudson also says that she avoids much meat, dairy, and gluten.

Kate explains that Fabletics as high-performance wear is fit even for the office. Women who have dreamed of owning a dress with a bra built in have something to smile about. Dresses such as Tropez dress have a bra made in them. The bathing suits are properly designed to allow people to be as active as they can. Individuals performing yoga in these bathing suits will well protect without compromising their bodies’ sexiness and feminism. Kate says that there are no plans if making athleisure high fashion since it would compromise the lower prices. Making athleisure high fashion requires more finances which would force them to charge higher prices. Kate considers themselves lucky for being able to provide people high quality wears at affordable prices at http://wwd.com/fashion-news/fashion-scoops/fabletics-to-make-big-push-into-retail-10181356/
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