Over last few years a Fabletics has really taken off as a fashion retailer. In just four years Kate Hudson has managed to grow this company from a fledgling startup to a company with over half a billion dollars worth of sales. Fabletics has been able to pull this off due to some clever marketing, strong product offerings, keeping costs as low.
In addition to marketing in traditional formats such as television and magazine ads, Fabletics has been Innovative when it comes to internet marketing. This means more than just search result ads and banner ads on websites, it also includes social media campaigns on Facebook Instagram and Snapchat.
On these platforms, users are offered personalized deals depending on the results of a fashion personality quiz. This benefit not only helps customers find what they are looking for, it also gives have let its valuable feedback in terms of what they should design next.
Strong product offerings
Fabletics products that stand on their own merit. Most fashion retailers focus on the high-end luxury market or on a mass produce value scale. Fabletics instead decides to offer more products in the center, offering high-quality at a fair price.
Fabletics stands by these products by offering them in retail store locations across the world. Their competitors on Amazon can make claims about their products, but Fabletics is able to deliver on those promises by showing them to the customer in person.
This has resulted in what is known as reverse showrooming. Instead of the usual problems with customers going into a store and then buying online at Amazon, people are researching online and then choosing to come into the store once they read all the positive information surrounding the brand.
Keeping costs as low
Fabletics is able to keep costs low by cutting out the middleman and other retailers. Other sports fashion companies such as Nike have expensive contracts with retailers that cut into revenues. This applies to online retail as well; other fashion companies pay Amazon a fee to sell their products, but Fabletics maintains complete control over all online sales. They have also managed to keep prices low by forgoing the usual professional endorsements, instead choosing to focus on the customer.
Altogether these factors have been the secret to success for the company. These bold choices allowed them to provide a service that other companies were afraid to. We can expect more bold changes and new developments as the company grows and expands even further.