In a market dominated by largely Amazon, Fabletics has managed to not only wedge its way into the market, but has grown to become worth $250 million. There are many reasons why Fabletics has grown to be as successful as it is today. They are a company that is growing with the trends and is very convenient. They even have new VIP members take a Lifestyle Quiz to give their customers tailored service.
Fabletics did not use pop up stores to expand at its beginning stages, wither but instead grew slowly, getting to know their market first. That resulted in 30-50% of their customers being members already and another 25% becoming members right in the store. Fabletics is n=more than just your average activewear brand but is a quality brand that is encouraging a healthier lifestyle and at a reasonable price.
Fabletics isn’t going away anytime soon and has an average growth rate of 35% percent every year. That’s because they give their customer exactly what they want. If an item is not selling, then it goes. Kate Hudson, founder of Fabletics, keeps an eye on what is selling and goes over sales every week to see what can be improved on. This way her customers are always satisfied n Fabletics keeps stock that will sell.
Hudson has recently expanded the size range on her clothing to include sizes between XXS to 3X. It was a lot of work, but she wants to encourage everyone of all shapes and sizes, to get active and to live healthier lifestyles.
Hudson is a director as well as a producer and she believes that it is very important to marketing interesting and creative. She has even recently released a 30-second commercial that she shot herself on her iPhone.
Hudson gathers a lot of information on her customers form the Lifestyle Quizzes that they take when they first sign up, so that she can customize her pieces to suit her customers’ needs and wants. The Quizzes reveal what they like and helps the company to produce collections that will sell well. There is no formula that will decide what sells, so this information is helpful.
Hudson believes that it is important to stay passionate and to take risks. She gets a lot of inspiration form her mom, Goldie Hawn, and she thinks that it’s important to stay connected since life is so short.