How Kate Hudson’s Fabletics Is Outselling Amazon

With her risky moves and entrepreneurial tenacity, Hollywood star Kate Hudson has managed to turn her subscription service-based athletic apparel company into a fashion empire worth several million dollars. Today, Fabletics is seeing more and more success thanks to the company’s innovative take on brick-and-mortar stores.

 

 

The Fabletics Model

 

Many workout enthusiasts visit the Fabletics website because of Hudson’s functional yet stylish take on athletic clothing. The website is stocked with an endless amount of sports bras and leggings in varying patterns, colors and styles. Additionally, the website sells comfortable yet extremely fashionable knit dresses, purses and jackets. The items found on the Fabletics website are known for being affordable while being capable of withstanding intense workouts.

 

Like all online stores, customers can simply purchase items by adding them to an online shopping cart. Sooner or later, however, most Fabletics customers join the VIP membership program. This program acts as a subscription service, allowing customers the convenience of letting the brand pick out clothing for them.

 

As a VIP member, customers pay $49.95 each month to receive a complete athletic outfit in the mail on a monthly basis. Fabletics selects the clothing items for the VIP member based on a survey called a “lifestyle quiz” that they fill out upon signing up.

 

 

What VIP Members Have to Say About Fabletics

 

When Teri Hutcheon, owner of the popular blog A Foodie Stays Fit, signed up to join the VIP membership program, she was excited about the value. As a fitness enthusiast, Teri spends quite a bit of money on her workout wardrobe. To her delight, she realized that for a low fixed monthly price, she could receive athletic gear made of high-quality materials. Teri noted that rival athletic apparel brands charge the same price for one piece of apparel.

 

 

Reverse Showroom Stores

 

Since the online launch of Fabletics, Hudson and her team have gradually been opening up brick-and-mortar stores around the country. While most physical stores are closing because of the convenience of online retail, Hudson developed a unique strategy in order to make these stores profitable. Known as the reverse showroom, Hudson uses physical Fabletics stores to drive more customers to the brand’s website.

 

When customers visit a Fabletics store, they are encouraged by employees to sign up as a VIP member online. The store also allows potential customers who are on the fence about signing up to see and feel the apparel items in person before committing to the monthly fee. As of now, about one quarter of customers who walk into a Fabletics store end up becoming members.

 

Thanks to Hudson’s entrepreneurial fearlessness, she has turned her athletic apparel brand into a clothing empire. Currently, Fabletics earns more revenue than Amazon’s athletic apparel department. Hudson is planning to launch several more stores across the world over the next several years.

 

Check out the Fabletics website and take the lifestyle quiz to join the VIP membership program and receive a brand new workout outfit in the mail each month.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on

Why Fabletics Is Taking The Fashion Industry From Amazon

Fashion is a very interesting industry. It is one hard industry to navigate. People who try to be in style often find that they spend a lot of money. However, a lot of fashion retailers have similar struggles. This is especially the case for fashion retailers that house different brands of clothing. There is one company that has taken over the fashion industry lately. This company is called Amazon. The company is in control of 20% of the fashion industry. However, there is a newcomer that is quickly rising in popularity. This fashion company is getting ready to take the fashion industry from Amazon. The name of the brand is Fabletics.

 

Given the rapidly growing popularity of Fabletics, one must wonder what it is doing that other retailers aren’t. For one thing, the company only carries its own products. This allows it to house some truly unique items. However, one major factor at play is the part of the industry that the company is taking on. The fashion retailer is taking on the athletic industry. One thing that the creative team behind this online subscription fashion retailer has noticed is that there is a limit to the types of products that are offered in the athletic section. This retailer has decided to take on this limit by adding some unique styles for women to enjoy.

 

Another thing that Fabletics does is use a method that is known as “reverse showrooming”. This is where the company focuses on building a relationship with the customer so that they will be more willing to buy their products. While the products are very high in quality and stylish, customers are looking for companies that are willing to treat them with value. This technique increases the conversion rate of these visits. Therefore, the company is experiencing a lot of successes and is constantly expanding to new markets.

 

One other factor that the company has going for it is celebrity backing. Kate Hudson is one of the founders of this company. She is one of those that have noticed such a gap in the athletic clothing industry. Therefore, she has worked with Adam Goldenberg and Don Ressler in order to bring forth not only a new company, but also a new style that people could enjoy. Fabletics has been so successful that it has expanded to open physical locations. The company also has a line for men and plus sized women.