Charming, athletic Kate Hudson made a major name for herself at the very start of her career, when she garnered a Best Supporting Actress Academy Award nomination for her role in the Cameron Crowe film, “Just Famous.” She followed that with a number of leading roles in popular romantic comedies, but Hudson always wanted to make her mark as an entrepreneur, as well, and now, with her success as a co-partner in the Fabletics e-commerce clothing line, she has done just that.
Taking on amazon.com
Right now, amazon.com has 20 percent of the online fashion market, which means that any company that wants to sell their own e-commerce fashion is going to have to deal with a lot of competition. Amazingly, Fabletics has made a real mark in this very tough market, and in three years it has become a $250 million brand. The brand is membership based, and it offers its subscription members a chance to fill out a survey about their fitness routines and their taste in workout clothes. This survey is available on the Fabletics site, and is easy to use. Once the brand has this information, it selects clothing for the member and sends it out, so the clothing can be tried on in the convenience of home. All of this has proven popular with customers, along with the brand’s affordable price point and high quality, trendy fashions.
The Reverse Showrooming Approach
Though Fabletics began as an online company, it now has sixteen physical stores and plans to open more. Though many physical stores for other companies are now facing difficulties due to online competition, Fabletics is doing well, due to is “reverse showrooming” approach. The Fabletics stores work in partnership with the online customer membership, as 30-50 percent of the people who come into the stores are already subscribers to the brand (and another 25 percent who come in join up while in the store). Customers who make in-store purchases can have them charged to their online membership cart, so the brand makes a profit both ways.
This innovative approach, along with the good looks of the brand, its affordability, and the presence of Hudson as a brand spokeswoman, all have gone a long way towards establishing Fabletics as a fashion force to be reckoned with.
Creating a successful is a lot harder these days because of the number of businesses selling the same products or services. The e-commerce markets created the most competitive economy ever. Every company now stands a chance at becoming one of the most popular brands; especially since customer reviews gained popularity.
Customer reviews are as their name suggests; reviews by people who’ve purchased and used a particular product or service. Since most modern shopping occurs online, consumers learned the advantage of reviews from their fellow shoppers; as have many companies. This sort of crowd-sourced data gathering allowed the more savvy brands to capitalize.
Fabletics is one brand of such savvy. Founded as an activewear brand that caters directly to its members’ personal styles; Fabletics more than embraced customer reviews. Its direct contact with its members allows it to change and better itself as more people offer feedback. It’s what’s allowed the company to grow so exponentially.
The other half of the company’s success is its premise: offering personalized services and on-trend fashion at affordable prices. People love being able to buy on-trend fashion for half the price. For Fabletics members, there are numerous store-wide discounts up to 50 percent off.
Members and fans also love the company’s co-founder, Kate Hudson. Having a celebrity as a mascot is always a bonus, but Hudson is more than just the face of the company. She’s very hands with even the little details of advertising and sales projections. Her fame is just a free form of advertising.
Her biggest mission at Fabletics is to ensure that their products inspire all women to look and feel their best. It’s about encouraging women to step that first step toward a healthier life. Activewear is the perfect tool to inspire activity; it’s its purpose.
Not surprisingly, Fabletics has more style choices than any of their competitors. Fabletics releases new lines every month, which include dozens of new products. It’s not easy coming up with so many products every month, but their site isn’t overflowing with unsalable products. When a product isn’t selling the way it should, it’s immediately taken off of the site.
With that being said, the number of available styles is what draws a lot of new members. Fabletics offers a lifestyle quiz that matches women with styles they like.
Kate Hudson started a clothing company known as Fabletics. This company has made sure to take the fashion industry, in particular workout clothing, by storm. Fabletics offers it’s customers a wide variety of workout clothes that are made with quality at a very affordable price. They are very comfortable, but you definitely don’t sacrifice the style! They are still very stylish. They also hold-up extremely well, are very easy to clean and they don’t fade or lose their shape. They offer the same high quality clothes as their competitors but they offer them to their customers at half the cost.
Fabletics makes sure to focus on their after-sales just as much as they focus on creating new sales. They focus on signing up members for a monthly membership and keeping them happy throughout their membership. When the users sign up, they take a quick survey that gives the stylists an idea of what kinds of workouts they prefer as well as what their style preference is. The information that they submit is used to come up with outfits for them. Their VIP members also get the added benefit of free shipping and even discounts. If they don’t want any new clothing that month, they can skip the month and not pay anything for that month.
Most shoppers still prefer to shop for their clothing in stores. They like the flexibility that is offered in stores to feel different textures, see the different colors in person and make sure that they like the fit of what they are purchasing. However, Fabletics is mostly an online store. Fabletics has become so successful and they have multiple physical stores popping up all over. They give the reverse showroom model credit for their success.
The reverse showroom strategy targets their consumers who look for products online but then later buy them in the store. Fabletics has set-up their websites as well as their local stores in a way that when a customer tries on clothing inside a physical store, the information of the clothing they tried on is then stored in a shopping cart on their website. This has created numerous new online members from customers that were originally just shopping inside the physical stores.
Members also get newsletters that contain outfits that will easily convert to Fabletics sales. They analyze different trends as well as sales from the website’s data and this allows Fabletics with the ability to determine which of their products will sell better than others in different areas. They then will offer those products in their physical stores located in that area. They also have numerous social media accounts where they encourage engagement with their followers. The President of Fabletics, Gregg Throgmartin, made a point that it is a lot easier to satisfy their customers when they are not only aware of what products they want but also when they are aware of their customers themselves. They make sure to know them personally with their surveys and by personalizing their monthly picks by their likes.
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