Fabletics grows through a unique business approach
Fabletics has a unique business module. It recently took the fashion industry by storm when it opened several stores in different parts of the country. Fabletics was founded by Kate Hudson, Adam Goldenberg, and Don Ressler. The three saw a gap in the activewear fashion space where people could not buy comfortable activewear. People had a love for comfortable activewear that was both stylish and trendy. In the first year of operation, Fabletics managed to expand its brand from the United States to places such as France, Germany, and the United Kingdom. Just the other year, Fabletics opened up brick and mortar stores in the United States. In short, Fabletics has grown to become a leader in the fashion world. The company has managed to reach a massive subscriber base of one million. The total amount of cash generated has been $250 million.
Fabletics focuses on a subscription model of services. Users pay a monthly fee to receive deals and discounts to the activewear. Fabletics has enabled flexibility with the subscription service. Users can choose to skip a month when they decide that they do not want to purchase activewear for that month. The skipping option is available within the first five days of the month. Skipping a month means that you will not be charged anything during that month. The subscription service is different because of its great flexibility. A subscriber doesn’t necessarily have to pay anything for a month they will not be using the service. Other subscription services on the internet should probably learn from Fabletics. The kind of business model caters for both customer and business needs.
Fabletics has made online data at the center of its business strategy. The firm knows that providing the right content is important to maintain customer interests. The company makes use of online and local data to gain information about people’s preferences. Online stores are usually created on a personal level. Pages are customized to display clothing according to one’s preferences. Fabletics has made it this possible through membership policies that seek to gain a customer’s preferences and lifestyle. When signing up to Fabletics, you have first to fill in a questionnaire to answer about your fashion preferences, body type, and your exercising lifestyle. Fabletics makes use of this information to create a personalized page where you can find products that you want. Many customers have loved this and subscribed to the company’s monthly deals.
Kate Hudson is not another pretty face; she is the person behind the business that has taken on Amazon. Through her Fabletics activewear line, she has managed to grow a multimillion business in a short period of three years. The success has seen Fabletics compete with giants in the industry like Amazon. A giant company like Amazon controls a significant percent of the fashion industry. Fabletics success to compete with large companies is not anything small. Unlike Amazon, Fabletics focuses on the activewear and sportswear niche. The company sells sports bras, yoga pants and tank tops in the activewear genre. Kate Hudson has created a brand that is an inspiration to many people that exercise. Many people have praised her line of clothing for its convenience and comfort.