Kate Hudson’s Fabletics product line is succeeding in the fashion e-commerce market of Amazon. This is no small feat, since Amazon currently controls 20 percent of the fashion e-commerce market. Fabletics has grown to a $250 million business in just three years. Fabletics uses a subscription to sell active wear to its subscribers.
High value brands are normally expected to cost a lot more, but Fabletics is just as good of a product, if not better than its competition. Some of the things that make Fabletics as a brand and product stand out, are the customer service, brand recognition, last-mile service, and trendy design. These qualities make Fabletics products high quality products, but without the unreasonably high price tag. According to the Krazy Coupon Lady, “It truly is a screaming bargain!”
The strategy implemented by Fabletics is apparently paying off as far as the membership brand goes and they will be opening more physical stores this year. This will be in addition to the sixteen stores already located in Hawaii, California, Florida, and Illinois.
Greg Throgmartin, General Manager of Fabletics, believes the secret formula of Fabletics is their membership model that allows the customer to receive personalized service and trendy fashion for a fraction of the cost of competitors.
When it comes to the way Fabletics does things, they do them a little differently. Fabletics has turned browsing into a plus. Instead of starting off with “pop-up” stores, they built online relationships with their customers on an online structure. They also took the time to get to know the local markets through activities and events. So, because of this, 3o to 50 percent of the people that walk through the door of their physical stores are already members. Fabletics stores also tailor their items to the customers in the area or online, to avoid a lot of searching through articles that just aren’t quite their style. The growth rate for the brand is steady and this makes it possible to keep offering a great product for a great price. This is why so many people are raving about Fabletics. A Foodie Stays Fit blogger comments: “I feel like it’s a really good deal for the style and quality” and a reviewer on Trust Pilot comments: “One word to describe Fabletics-AWESOME!” The public knows when they’ve scored a great product. And the great price is just the icing on the cake.