Even though Amazon controls about 20% of the fashion market on e-commerce, Fabletics has proven to be a competitive opponent. Fabletics not only offers trendy and affordable activewer, but Fabletics provided personalized VIP service that is both accurate and convenient.
Fabletics did not take the more common route of opening up a bunch of pop up stores when they first started out. Instead, Fabletics opted to grow slow and steadily and got to know their market along the ways. This resulted in 30-50% of their customers that shop in-store being members already with another 25% becoming members right in their stores.
Fabletics is now a $250 million dollar company and grows about 35% each and every year. Their membership model allows the company to offer a personalized service to their customers and since they know exactly what their customers want, it is much easier to give them exactly what they want.
Kate Hudson, founder of Fabletics, is very involve with her company and keeps a close eye on what is going on. She stays on top of what is selling and what is not and makes sure that she adjusts her clothing line accordingly. Hudson makes sure to check the numbers each week and to stay on top of her product and business. New collections are launched every month and there is no formula that will tell you what will sell and what won’t. She uses the info she gathers from the Lifestyle Quizzes that new members take to create trendy and popular outfits and pulls what is not selling.
Hudson wants to encourage a more active and healthy lifestyle through her clothing line and she has just expanded her sized to range form XXS to 3X. It was a lot of extra work, but it was well worth it to expand her range of customers. Now no one will be excluded from participating in a better lifestyle.
Hudson has recently made a 30-second commercial on her iPhone that she shot herself and she believes that it is important to be creative with marketing and design in order to have a company that is going to be successful.
Kate Hudson is greatly inspired by her mother, Goldie Hawn, and she encourages people to live their passion, to take risks, and to make life count. Life is short and she believes tat it is important to live it to the fullest.