Fabletics is not your average activewear clothing line. Fabletics has became successful in a market primarily dominated by Amazon and is now worth $250 million. It was not by accident and there are a few reasons why Fabletics has become so successful. First off, the company has avoided using the pop up store technique and has instead gotten to really know its client base by establishing relationships. This was primarily done by getting to know the local markets through local activities and events. This resulted in 30% to 50% of their customers already being members when they walked into their retail stores with another 25% becoming members in store. Any purchase, whether it is made in-store or online counts as a purchase in the customer’s shopping cart.
Fabletics uses information that they gather from the Lifestyle Quiz new customers fill out when they first sign up in order to better understand what their customers want. The quiz also allows Fabletics to give their customers a personalized shopping experience and can even help the customer know hat they are looking for more specifically so that they can get exactly what they want.
Kate Hudson has been able to identify that the competitive activewaer market tends to sell their items for a very high price and so she has created an activewear line that is of high quality but still remains quite affordable. This has allowed for a bigger and broader customer base. Hudson offers a VIP member price of $50 a month that gives her customers a personalized service that is still very affordable.
Hudson wants to encourage a healthier lifestyle to her customers through her clothing line and has even expanded her sizes to include XXS to 3X. Hudson keeps a close eye on what is selling and what is not and if it is not, then she gets rid of it. She only wants her clothing line to include items that are nothing short of great and that will make her customers happy. She gathers information form the Lifestyle Quizzes that new members take in order to better improve her clothing lines and it helps her decide what will be in demand in the coming months. Hudson believes that it is important to branch out and take risks-to live your life the way that you want to and with a passion. Her inspiration comes form her mother, Goldie Hawn.