Fabletics is a growing company that keeps up with the consumer demands and trends of the active lifestyle; trends that are in high demand. They have both physical stores and online stores that is subscription based. Amazon holds control over 20% of the fashion e-commerce market but Fabletics doesn’t let that stop them. There premise goes by three rules they run their business by: reversing showrooming, data, and consumer trends and culture.
Reverse showrooming is simple. Most consumers that go into a physical Fabletics store are already a member. They can try on clothing and once they do that, the article of clothing goes into their online shopping cart. They can either purchase it in store or online. Other consumers that are not a member, go into the store and leave a member by the time they are done.
Fabletic relies on data to keep up with the trends and demands of today’s active world needs. While they know that the data doesn’t determine their success, they rely on that to stock their physical stores with what consumers want to see. They also handle their digital store in the same manner. This keeps their consumers wanting more and it keeps their attention on the Fabletics brand.
Fabletics is constantly evolving and moving forward into new and exciting areas with their physical stores and e-commerce stores. By keeping up with their growth and the consumer’s needs and their cultures, it pushes the company up in a positive and rewarding manner. They have changed the whole outlook on what is considered high value. Before, high value was determined on price and quality. Now it is determined by customer service, recognition of the brand, and exclusive designs. Fabletics business grows by 35% yearly and it will continue to grow as long as they continue with their current business strategy.
Kate Hudson is the co-founder for the active wear company, Fabletics. Many wonder how she did it. Her celebrity status helped and she saw an opportunity and ran with it. She created an active wear line that all women of any size or age can wear. The inspiration for this line is to live a healthy, active lifestyle. Athleisure apparel is active, casual wear that can be wore to a gym or around town. It is a growing trend that Fabletics is successful with. They offer affordable prices and keep up with the evolving trends that consumer’s demand.
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