Fabletics Takes the Road Less Traveled By (and is succeeding exponentially)
Though we have all inevitably heard the buzz about Kate Hudson’s trendy new fashion line Fabletics, what you may not have heard, is the way that she has flipped the current offline-to-online (aka “showrooming”) game completely on its head.
The 38 year old actress-gone-businesswoman is taking the “price = value” notion and proving it to be completely wrong. Instead, Fabletics makes it their tippy-top priority to create an authentic personal bond with each of their customers, whether that be online or offline, and boy does it show. An astounding 30-50% of the people who visit their local Fabletics store are already members. Whereas 25% of the non-already-members become members after walking in. How does this happen you ask? There are a few ways.
- The Very Important Person’s Club
Fabletics offers exclusive VIP Memberships to those looking to save big bucks on retail prices. Through this system, each accumulated “member credit” can be redeemed for 1 outfit. Making this line of clothing not only super in-season and stylish, but crazy affordable too.
- The Coveted “Reverse Showroom” Technique
“Showrooming” is the act of physically visiting a store to inspect certain products before purchasing it online for an easy-on-the-pocket price. Though most companies find this game plan as a blow to their sales, Kate has managed to turn this once unfavorable connotation into a strategy that not only encourages online browsing, but helps profit both seller and consumer equally because of it. In virtue of the massive use of social media and online browsing, the Fabletics team is able to gather solid information and visible data on pieces that customers are really loving, as well as on pieces that aren’t as hot. This means local stores are carrying only that of which customers have shown an overwhelming liking for. Now, the attire which sit folded amongst the shelves are in essence a “custom-tailored” fit to what the majority wants and needs. This diverted strategy has helped Fabletics acquire repeat, life long customers while simultaneously putting smiles on shoppers bank accounts.
Despite the disapproving eyes from competitors, the proof is in the pudding. Hudson has created a $250 million-dollar business in just a short 3 1/2 year period, and intends to grow by the dozens in time to come. Kate has been adamant on her never-ending effort to continually improve her brand and to always keeping it fresh, while telling Forbes “I’m really proud of the things I’m doing in business, which we’ll continue to expand”. The future of Fabletics is looking as bright and innovative as ever, one must wonder if we have seen only a glimpse of what is to come.
Want to find out which Fabletics gear is fitted perfectly just for you? Take the quick Fabletics Lifestyle Quiz to find out!