How Fabletics Engages Consumers More Effectively Than Other Major Online Retailers
While other retailers dread showroomers, Fabletics welcomes them with open arms since the company is primarily an online retailer. Being an e-commerce seller has its own challenges; Amazon has 20 percent of the online fashion market, however, Fabletics offers consumers several reasons for shopping with them instead of Amazon. First, Fabletics offers trendy mix-and-match athlesiure wear at very reasonable prices compared to their competitors and they get new styles to the market quickly. In addition, Kate Hudson’s company offers exclusive designs and a personalized shopping experience. By comparison, Amazon provides a generic shopping experience with no social aspects. Hudson is an avid social media user; her posts show how versatile Fabletics’ fashions are for typical busy mothers like herself.
Opening physical stores is bringing Fabletics new customers as shoppers are able to see the quality of Hudson’s line of activewear for themselves. Also, about a quarter of all in-store shoppers are signing up for VIP membership accounts, so they will continue to shop at Fabletics each month for curated outfits from the comfort of their own home. Using data from online shoppers, Fabletics stocks their stores with locally popular products, therefore, customers generally find exactly what they are looking for on each visit. Hudson is taking on Amazon with data-driven, tailored experiences that resonate with consumers. Amazon will never be able to engage customers the way Fabletics does as subscription models allow customers to feel like they are part of a brand.
Founded in 2013 as a subsidiary of the TechStyle Fashion Group, previously known as JustFab, Fabletics is a rapidly growing company that is increasing its revenue by 35 percent each year. Fabletics, which now sells swimsuits and dresses, added a menswear line called FL2, with Oliver Hudson, Kate’s brother, who says the line is appropriate not only for the gym, but for everyday wear as well. Excited by the new line of dresses, Kate says they are made of the same comfortable performance material as her workout gear, yet they are ideal for the office or a night on the town. Some of the dresses have built-in sports bras, however, all of them hold everything in and make women look as good as they do in leggings.
TechStyle’s co-CEO Adam Goldenberg and Don Ressler partnered with Hudson, who is not simply another actress endorsing a line of clothing. Hudson takes an active role in the company, and her social media posts and advertisements resonate with women worldwide, since she is approachable and down to earth.