Fabletics, an activewear company targeting yoga enthusiasts has quietly climbed the ranks in a decade where clothing retailers are being decimated left and right, Fabletics must be doing something right.
Online shopping has morphed the traditional in-person retail experience, consumers are now able to browse countless items and have unlimited access to product details to compare and contrast before making a buying decision. The dreaded Showroom Effect may be a factor in the death of traditional brick and mortar fashion apparel selling. The Showroom Effect is where consumers browse in-person to see the selected item, then end up buying it somewhere else- online usually. What Fabletics has done is create a model that tops what both Amazon and traditional brick-and-mortar retail outlets currently provide. With touches that enhance the shopping experience, when a customer shops in-person, that item is also added to the cart in their online virtual account as well and by tailoring the inventory of the retail outlets to reflect current customers, Fabletics has created a niche by using data science to its max. Some colors, sizes, and styles are popular in certain areas, by employing a reverse showroom effect, Fabletics is able to tailor to a targeted market and efficiently meet consumer demand.
Fabletics is able to offer this in conjunction with its membership model, the resulting effect is that 30-50% that enter are current members. Convenience and customer experience is how Fabletics has changed the game for Amazon- who currently holds a staggering 20% of the fashion apparel market.
Kate Hudson, daughter of Kurt Russell and Goldie Hawn, sheds light on handling a business in between filming on location for various movie projects. Hudson, the co-founder of Fabletics and mother of two, credits the price point for the brand as instrumental to success. By figuring out where the industry had a safe access point, the establishment of the company was possible due to direct lack of competition in that area. Yoga clothes traditionally can incredibly expensive, for members of Fabletics athleisure, $49 a month is the monthly membership.
Staying involved with the company personally and introducing larger sizes are also keys to success notes Hudson. Hudson has larger goals than just fitting customers with cute apparel, nutrition and health are an emphasis, inspiring one another to be healthy and motivated is a company goal. To find custom suggestions on Fabletics activewear, consider taking the Lifestyle Quiz!