In the fashion e-commerce field that is characterized by industry’s bigwigs like Amazon, winning for a brand like Fabletics requires a change of approach. This is why Kate Hudson started a member’s subscription plan that allows customers to buy what they like in the conveniently and at a half market price. This method has seen her grow her business to a value of 250 million dollars in just three years. In addition to price and quality, excellent customer service, after-sale service, brand recognition, innovative designs, and extra online marketing are paramount in appealing to the consumers of today and stay competitive.
Monthly subscriptions allow a more personalized way, which creates a relationship with their clients. The firm gets to understand the local market better, which makes it more reliable in providing items that match the customers’ preferences even in the physical stores. This means that a bigger percentage of the clients who visit the physical stores are already members and another portion join the membership while in the stores. This strategy has eliminated the group that visits the shop but purchases somewhere else. After adopting the approach, Fabletics has started seeing the fruits of their creative strategy as they are set to add other retail stores to their 16 already existing ones.
Fabletics has gained online popularity with over 21 million people following them on Twitter and over 1.2 million subscribed members in their VIP model spread across eight countries. Statistics show that the trend in casual clothing for the gym and office is on the rise and is expected to continue growing. With many brands coming up, prices are bound to be brought down in place of high quality. Due to this reason, Fabletics rides on the technology of its parent company, TechStyle Fashion Group, to gather data on customers’ preferences and capitalize on that.
How Hudson Did It
Fabletics’ success story has not come easy. It is a journey that started following Hudson desire to provide quality affordable active-wear-line. The VIP membership prices start at $49 monthly. Therefore, it is recommendable for one to take the lifestyle quiz to enjoy the benefits. Kate Hudson was able to analyze the market and found the missing gaps. She led her team to create activewear for all shapes and sizes that are fashionable and fun to wear. Hudson has also learned to keep abreast with the market needs and make decisions according to data collected. She believes in herself and looks up to her mother for inspiration, which is why she hopes to become a great philanthropist in the future.