Fabletics is establishing itself as one of the most affordable trendy women’s athleisure brand on the market, and it’s attempting to do what most current e-commerce chains and traditional retailers are failing to do. Fabletics believes it has both the model and the services to compete with Amazon, the primary company retailers blame for drying up business. They may be on to something because they’ve used some of the same marketing strategies as Amazon like a catalog format with user reviews to go with it and a rewards system for members. What Fabletics has also done is opened brick and mortar locations which may seem like the last thing you should do to compete with Amazon, but instead of being rooted in brick and mortar stores, these have become additions to the Fabletics website and are where customer usually go after seeing products on the website instead of doing the opposite with other retailers.
Looking at what customers are doing and hearing their input for improvements they want to see is what Fabletics owner Kate Hudson does at the company. Hudson is most known for her role in movies like her biggest box office hit, the 2001 classic “Almost Famous.” She came to the fashion business world in 2013 when Techstyle Fashion Group CEOs Don Ressler and Adam Goldenberg invited her to partner with them in starting a women’s athletic apparel company. She may not have known much about running a business at the time, but since Goldenberg and Ressler knew she was passionate about everything she did yet didn’t take herself too seriously, they knew she’d be perfect for the task.
Hudson has put all the time she can afford into putting ideas in Fabletics’s design ideas and putting out Twitter and Facebook videos and campaigns listing her personal Fabletics choices. She also advised her technical team to make the Fabletics VIP program more user-friendly because while VIP membership does offer a lot of benefits, she understood that some users may not want automatic subscriptions on their profile. Big shopping data is also used to provide a more interactive experience and learn about what customers are looking for exactly. This shopping technique also rivals that of Amazon by finding customers’ preferences and speeding up their product searches, and it’s what Techstyle Fashion Group’s leaders say keeps their company close to Silicon Valley. Newcomers to Fabletics can start buying products by taking the lifestyle quiz and signing up at Fabletics.com.