Fabletics, the new kid on the block in online fashion marketing, is making its mark. It’s even gotten the attention of the e-commerce behemoth Amazon who controls almost a quarter of the market. In just three years Kate Hudson’s Fabletics has grown into a $250 million business. It’s done so by using a subscription model to provide its members with aspirational, stylish, comfortable, high-quality clothing. And the company is growing like wildfire because customers enjoy the exclusive designs, brand recognition and the overall customer experience. Fabletics has even opened physical stores.
The secret to Fabletics success is their combination of personalized service, on-trend fashion and affordable prices. They’ve used that combination to become the new type of high-value brand. They ask customers what they want and give it to them in spades. Fabletics uses “reverse showrooming” to allow members to view the fashions online and purchase them online or in store. People look forward to their new releases each month to upgrade their wardrobes. They’ve created an on going relationship by making their customers members. Plus they use input from local members’ stated preferences to stock the stores. Fabletics’ growth is due to accessibility, comfort and quality.
Fabletics was founded in 2013 by the collaboration of Kate Hudson and the JustFab Inc. team that included Don Ressler, Adam Goldenberg and Kimora Lee Simmons. Fabletics produces a line of clothing called athleisure wear. It’s a form of active wear that combines the comfort and ability to stretch of workout clothes with the styles and unique cuts of dress clothing. The result is clothing people feel just as comfortable in whether they’re at work or at play. It’s versatile clothing that helps people look and feel great and encourages them to enjoy the active lifestyle.
The company uses a subscription model where members pay a monthly fee. During the registration phase applicants tell Fabletics their likes and dislikes, dreams and aspirations. Each month several outfits are selected for them by fashion experts based on their previously expressed choices. Members can accept or reject the outfits for as many months as they like. The company has also recently added much larger sizes to give a wider range of women access to the wonderful styles that Fabletics offers. It’s all part of the company’s commitment to inclusiveness. And members love it.
Fabletics memberships are growing at a rate of 35% a year as more people become aware of the great fashions and customer experience they offer. It’s a nimble, data-aware brand that uses innovative membership programs, fast purchase options and smart distribution to satisfy the needs of its members and attract new ones. Their goal is to provide the consumer with the perfect shopping experience both online and offline.
They have to when they are forced to go toe to toe with established e-commerce giants like Amazon. Fabletics is defining themselves as a easy to use company which has a high-quality exclusive product designed with you in mind and delivered directly to your door.