Fashion is not an easy way to make money with the global giant amazon currently controlling close to 20% of the fashion e-commerce but with the right strategies one can penetrate the market and make money out of fashion. This is what Kate Hudson is doing with her fabletics brand which has grown into a $250million business in a span of about 3years. Fabletics uses a subscription plan to sell clothing to its customers. The subscription plan works on the basis that customers are able to relate more closely to the brand.
Fabletics have employed a reverse showrooming technique where instead of customers browsing through your store and going to get the same item somewhere else at a cheaper price, they have tried to link the retail store to the online store in that if a customer tries on a piece of clothing at the store, it is added to their cart and this is where the subscription technique comes in where the customer has to be subscribed. This marketing strategy can be seen to be working since about 25% of customers who go into the retail stores become members in store and an additional 30-50% of customers who walk into the stores are already subscribed members.
Kate Hudson has been part of the fabletics growth journey. She is involved with the day to day running of the business which even includes the budgeting and sales and this would be really hard to imagine for a celebrity like her. This shows how much commitment and belief she has on the brand, she also paints a picture of what fabletics is through her very active lifestyle. Kate spearheaded an effort to make communication between the customers and the organization smoother and this has been an important factor in the growth of fabletics.
Kate was also a major contributor to the association between Techstyle Fashion group and fabletics, this further helped the growth of fabletics since techstyle had the resources to expand their customer base. Despite all this contributions to the Fabletics business, Kate is still committed to her acting job and intends to keep doing it as her day to day job. It is now time for all you out there to go take the lifestyle quiz and find out which fabletics gear suits you. I totally agree with what the quiz chose for me I encourage you to try it.