Choosing a new item of clothing can be difficult but the lifestyle quiz and structure of Fabletics is changing the way we all choose our clothes and live an active lifestyle. Completing the lifestyle quiz from Fabletics is one of the simplest ways of making a start in living in a healthier way or sets out to improve the way individuals feel as they relax or complete their regular exercise routine. The algorithms used by Fabletics provide each member with their own personal shopper choosing the leggings and active clothing which reflect their own lifestyle make it simple to find clothing reflecting the busy lifestyle of any individual and give the company a headstart in taking on Amazon.
Since the shift towards Online retailing began in the 1990s, Amazon has held a dominant position in the fashion retailing sector with a consistent level of 20 percent market share at all times of the year. However, TechStyle founders, Adam Goldenberg and Don Ressler began Fabletics with an eye on overcoming the dominance of Amazon and made an impact by denting the 20 percent market share of the retail giant. Fabletics has been seeking new areas of growth across the athleticwear sector of the retail industry which has seen significant growth since it was launched in 2015 with sales revenues reaching more than $200 million.
The dominance of Amazon has been at the heart of the business plan established by the leaders of the TechStyle Group when they were planning a new athleticwear company was to use a reverse showrooming technique to develop the company along with the image of Kate Hudson as the top brand ambassador. Opening a range of new physical brick and mortar stores has allowed the brand to take advantage of the many different options open to customers to explore the clothing available and purchase items other than those recommended for them by the algorithms of Fabletics.
Much of the success of the Fabletics brand has been credited to the impressive way Kate Hudson has explored the business world surrounding the brand. Still one of the most successful actresses in Hollywood, Kate Hudson has learned about budgeting and marketing strategies to remain up to date on the latest advances in the brand; Kaye Hudson also plays a major role in the development of a dedicated marketing plan involving the use of her own social media presence as a Fabletics advertising tool.
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.