Fashion is an industry that companies take longer to succeed. However, this is not the case for Fabletics as it has grown to $250 million of worth in only three years. Fabletics is a popular America subscription retailer that sells women’s footwear, sportswear, and accessories founded by Don Ressler, Adam Goldenberg, and Kate Hudson in July 2013. Fabletics runs its operations differently by using a subscription model to sell clothing to its clients. For companies, producing high-value brands trend has been known for determining the quality and price over the years as a way of improving the sales of the company.
However, recently a shift happened on the economic value which meant that only quality and price combination is no longer enough to guarantee a company’s success. Therefore Fabletics has added elements such as customer experience, last-mile service, brand recognition and exclusive designation to determine the value of their products.
Fabletics has improved and would be launching more physical stores this year in addition to its existing sixteen shops in California, Illinois, Florida, and Hawaii. Greg Throgmartin, the General Manager of Fabletics, stated that the membership program of the company that offers personalized services of fashion at half the price of other competitors is a model that makes the company’s clients happy and satisfied.
Moreover, Fabletics encourages reverse showrooming technique whereby clients browse offline but buy items elsewhere at a cheaper price. Fabletics does not follow up which store the member purchases from, but its regular retail services will be followed up. Also, Fabletics values online data from clients as it enables them to provide stock items that satisfy customers and are trending. Fabletics techniques of understanding customers and embracing the reverse showrooming lead to its growth.
Recently, Kate Hudson held an event which was not a function to promote a TV show or movie but to celebrate the launch of Fabletics. In the event, Kate collaborated with pop star Demi Lovato to make it a success. Demi Lovato stated that she loves Fabletics because its clothes are so cute. Fabletics has always been working to become a leading fashion athleisure brand.
Adam and Don who are co-founders of TechStyle decided to work with Kate as by then there was not any stylish, reasonable, priced athleisure brand and thus it was a breakthrough for them. Partnering with Kate Hudson was the best step for the two entrepreneurs as she is not too hard to approach ad she is extremely hardworking closely working with the team to increase the sales.