How Fabletics is Weighing on the Competitive Fashion Industry

Currently, making your name in the fashion industry requires utmost ‘seizure’ of the available markets both locally and internationally. The feat even becomes more challenging when in your startup stages and having to outdo perennial players in the industry. Now, that perfectly describes Kate Hudson and her Fabletics outfit. Coming from a backdrop of monopoly by companies such as Amazon: controlling almost 20% of the e-commerce in this industry, it became a daunting task for Kate to turn the tides immediately.

Using Subscription Mechanic

In her quest to growing ‘activewear’ as a movement, she has employed the use of subscription mechanic to make sales for her products. Since she identified the clients’ liking for brands that are just aspirational. The other ones work to instill a ‘pushy’ attitudes to the clients; she developed a strong brand presence. Moreover, other premises on the same quest to winning customer loyalty through reverse showroom technique considers convenience and membership to bring out a vital combination worth investing.

Demystifying ‘Obstacles’ in High-Value Brands

Nevertheless, Fabletics invests a chunk of its efforts in identifying high-value brands that over the years have always been determined by costs and the quality of the existing goods and services. Even as the recent shift in the economics of their products has meant that their combination never attracts the optimum competition required in the industry, the company has considered other factors. The factors here point to customer experience, last-mile services, and brand recognition and gamification elements as the primary determiners of high-value brands. Currently, Fabletics’ positioning strategy is paying off well as Kate Hudson puts it, “We are playing in the same league as Apple.” Their fashion membership has seen the company grow from strength to strength, as exhibited with their financial tally brought to $250 million in a record of three years.

Kate Hudson Taking on Athleisure

On winning the Athleisure brand, Kate has taken an initiative to unearth her secrets to this achievement. Prime among them is the fact that she has continuously relied on big data in making better decisions. On this, she explains that whenever the new members sign up for her company, they a quiz. The data collected from the questionnaire aids Fabletics to determine their prices, turn their inventory and even create better models of whatever their fashion clientele require in the future. Additionally, Hudson also regards belief in the self in high esteems. She asserts that one needs to live their passion as they focus on pertinent issues to progress.