Fabletics: The Impossibility of Success

Succeeding in fashion has never been easy. Fashion is a complex and ever-changing environment. One would have to be a psychic to see what fashion will do next. Even more, Amazon controls 20 percent of the fashion e-commerce market. The company doesn’t produce its own fashion, but it offers an endless inventory at very low prices.

With such a dominant force controlling the market, a new brand has little to no chance of succeeding. A new brand would need an amazing foundation and an exact strategy. Fortunately, Fabletics has Kate Hudson to lead it to success. Kate Hudson grew a $250 million company in just three years.

Since its launched, Fabletics has earned the title of a high-value brand. In the past, a high-value brand just focused on fair prices and quality goods or services. That’s all a company needed to be successful. These days, consumers are more focused on the extra features that a company has to offer: customer experience, last-mile service, etc.

Fabletics has also accepted the challenge of opening physical stores. Currently, there are 16 Fabletics stores across the United States, but the brand is planning to open more. It’s surprising that a membership brand like Fabletics is experiencing such success with physical stores.

The most surprising thing about is the fact that Fabletics overcame the normal pitfalls that other stores experience. These days, people prefer to shop online; it’s cheaper. One thing Fabletics did was combine a member’s online shopping cart with their in-store shopping cart.

Fabletic’s stores also host events to get to know the local markets. That way, they stock their in-store inventory with items that are more likely to sell in that area. Because of Fabletic’s focus on customers, about 25 percent of new visitors end up becoming members in store.

According to one reviewer, the quality of many Fabletics products is beyond expected. A pair of leggings has the same quality as a pair of Lululemon Underwunders. Many of Fabletic’s tops are also soft and high quality. She was also impressed with a variety of styles.

What really makes Fabletics wonderful is the pricing. For the same amount of one pair of leggings from a more expensive brand, members can get more items. Anyone interested in seeing what Fabletics has to offer can take one of their lifestyle quizzes.

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