Fabletics was founded by Kate Hudson and is an apparel store targeted towards girls and women. The company mainly offers athletic wear that is perfect for different athletic activities as well as for leisure. They also have a comprehensive collection of office dresses for those looking to make a statement. The company aims to provide comfortable, functional and affordable apparels to its customers. They offer a vast collection of sports tops, leggings, loungewear, undergarments, swimwear and dresses to their customers. Their subscription strategy allows them to maintain a large customer base without trying hard. For those who are busy with their hectic schedule find this subscription quite convenient.
Fabletics, formed in 2016, has managed to create massive brand awareness in a short period. The company has already begun to take on the biggest fish in the clothing retail business – Amazon. Also, it has outsmarted many other fashion brands with their fashionable and affordable fitness clothes. Kate Hudson understands the need for women to look good no matter what they might be doing. Whether it is going to the office or working out at a gym, they want to be at their best. The company offers flattering clothing options to its customers based on their preferences and their body type. All the clothes are tried and tested several times at their studio to ensure that they are fulfilling the needs of their customers.
One strategy that has not been tried by other apparel companies is the reverse showroom technique. Fabletics has taken advantage of the technique that is being appreciated by its customers. Their customers can go through their offerings online and then visit any of their physical stores to try them out to check if they are a good fit before purchasing them. While other giants like Amazon are shying away from the physical store, Fabletics is making itself more accessible and trying to offer a newer experience to their customers which are missing in online stores. Unlike popular belief, brick and mortar stores are here to stay and will account for up to 50% of market share in the clothing business by the year 2020. This is something that Kate wants to utilize in the coming years.
Kate Hudson already has plans to increase its physicals stores from 18 to 30 in the next two to three years. With its presence in seven countries – United States, Netherlands, Spain, Germany, the United Kingdom, France, and Canada, she aims to extend its business in many other countries.