There are many challengers to the mighty Amazon’s 20% stronghold it now carries in the fashion e-commerce realm but one, in particular, is standing up to be noticed; Kate Hudson’s Fabletics. If you are unaware of who Kate Hudson is, she is an actress and the daughter of Academy Award winning actress Goldie Hawn and actor, comedian Bill Hudson. In three short years, Kate has turned her Fabletics into a $250 million e-commerce empire.
First off, Fabletics is an online subscription retailer that is best known for selling women’s sportswear and accessories. Recently though, they have moved past offering only sportswear by adding swimwear and dresses to their inventory.
Fabletics relies on what the industry is labeling “reverse showrooming”. Showrooming, in general, is a term applied by the industry where people will browse for clothing in a physical store but then purchase those items at a lower price online. But Fabletics uses a membership model to take care of both offline and online shopping. It’s their membership model that allows Fabletics the ability to offer valuable personalized service as well as on-trend fashion at the price of their competitors.
In that regard, they have many physical locations as well as their expanding online presence. Because of this, and the fact that Fabletics runs many events and other activities, a whopping 30-50% of the customers who walk into their stores are already members with another 25% becoming members once in the store. Fabletics is taking this amazing data and turning into more physical stores, enhancing their e-commerce presence. Of course, none of this works if Fabletics can’t provide an extremely competitive price on their products, but this is where they shine as they try to strengthen their online position.
But how does one get started with Fabletics? It’s quite simple, but unique. The interested party takes a quick “pop quiz” which allows Fabletics to create personalized outfit recommendations that fit their specific lifestyle. As Fabletics adds to these recommendations, you will have the opportunity to choose from thousands of styles or accessories based solely on your personal likes. Fabletics also gives you the choice to begin as a guest or become a VIP Member which allows you access to shop for additional savings and fun perks.
Fabletics continues to grow. It’s presence in the fashion e-commerce trade is undeniable. But where they go from here is up to you. Happy shopping!