Kate Hudson’s Fabletics Taking on the Giants of the Online Fashion Trade

It is little surprise that cornering a portion of the online fashion trade can be an uphill struggle. No sooner is the small startup open for business when the shadows of the established marketers overshadow the hope of profits. None of these giants is more prominent in the online market than the Amazon, whose sales account for over 20% of sales made online.


So, what’s the trick to beating the big business and making a valuable connection with a target audience?


Those looking for an answer to this very question should look at the stellar example being set by Kate Hudson and her line of fashionable sportswear “Fabletics”. With newly developed strategies and game plans this small startup has grown from nothing but a name to a $250 million-dollar operation in only a few short years.


How is this accomplished?


None of the success Fabletics has enjoyed would be possible without the foresight and skills of an intelligent marketing team. Flexibility and versatility are the only advantages the small nimble enterprise has against the lumbering market giants. The first notion they have fought is that of top-quality and high-fashion are only available with a debilitating price tag.


This approach is closely tied in to consumer interests in the modern market. The modern online consumer is prepared and searching to take advantage of brands that churn out fascinating designs and attractive styles for their fitness needs.


But, if the brand in question goes the extra mile to make the consumer more than just a source of commerce, than clients considers themselves especially lucky. This new approach to attracting a customer pools is exactly what the Fabletics line has been practicing and with tremendous results.


Fabletics and an innovative “Reverse Showrooming” approach


Showrooming a product is essential to gaining customer interest, but the client is smart. Designs found in an online showroom can be taken to a skilled tailor who can replicate a high-fashion design for a reduced cost than the original designers would charge.


This rather counterproductive habit has been addressed by Fabletics in an innovative “Reverse Showrooming” feature. Fabletics attracts a tight community of clients who have access to a showroom. Not only can a member obtain these fashionable sports garments at a bargain price, if they were to find an attractive design of style in any other showroom they are promised the same item from Fabletics at a reduced price.


Specialized Customer Service


Of course, intelligent showrooms are only part of their approach to shopping online. The Fabletics line of sportswear has also made a commitment to take special interest in their clients and convert them into friends and associates. This is accomplished by making fashion and fitness goals of the individual a point of interest from the company.


Those interested in making progress towards fitness can take the Fabletics Lifestyle Quiz. This is a short questionaire which will help the company understand their customer base better and introduces the member to a warm community of likeminded individuals.

Kate Hudson’s Fabletics Formula for Beating Amazon

If Amazon was to be worried each time a new competitor in the e-commerce women’s fashion nice came knocking, they would never get a moment’s peace. Even after hundreds of businesses have tried to take Amazon off the top spot, they are still pulling in a whopping 20 percent of all the e-commerce sales in the women’s apparel niche. Things may be changing however, as Kate Hudson’s Fabletics appears to be gaining ground faster than anyone could have anticipated. Fabletics has already sold $250 million in high-quality women’s workout apparel, and they don’t appear to be losing any steam in those three years.


To get a better understanding on how the company has grown so fast in such a short period, we need to talk to Hudson about her athleisure brand to see what all the buzz is really about. Hudson says that although her line of active-wear is high-quality and appeals to the woman of today, the credit has to go to her unique membership plan and the reverse showrooming process.Looking at it from the point of view of the customer, these women will visit the Fabletics store at the mall to check out all the latest workout apparel releases. In this relaxed setting, these consumers are free to try on the merchandise, get their free membership, take a Lifestyle Quiz, or just window-shop for as long as they want. There is no pressure from any of the Fabletics sales associates to make a purchase, which enhances the overall experience.


What happens next is where the magic in this reverse showrooming process lies. These women leave the store without buying anything, but will eventually go to the Fabletics website to continue the shopping experience. As a Fabletics member, you will see all the pieces of apparel you tried on in that store waiting in your cart. Since these women know the size fits them perfectly, they add one item, choose another color, grab a new style, and a half-dozen pieces later will checkout. Instead of buying a piece or two at the mall, they feel more comfortable shopping from home or on their mobile devices, and not having to worry about the size means they can select on impulse.


Part of the Kate Hudson’s Fabletics membership also includes your own personal shopping assistant, discounted apparel pricing, as well as free shipping with online orders. Apparently Fablectis has really struck a nerve with women who want to buy the right pieces the first time, not have to return clothing time and time again to get the right fit. Kate Hudson’s Fabletics seems to have found a way to fill that void.