Amazon has always enjoyed being a monopoly in fashion e-commerce for years. The company has been seating pretty at the helm of this industry. Amazon accounts for 20 percent of the sales in this space alone. Despite other brands retailing the same fashion pieces that Amazon sells, they have not succeeded in toppling the giant e-commerce enterprise in fashion.
Fabletics is one of the few companies that have come up with a rather innovative strategy that has the potential of toppling out Amazon from the top position in the fashion sector. So far the company has posted excellent revenue results. Within the short period that Fabletics has been in action, it has managed to exceed the expectations of money. The company has disapproved naysayers by raking in over $250 million in sales of women’s athleisure-wear and related work out apparels.
The biggest question is how Fabletics managed to carve a niche for itself in an Amazon-dominated industry. Fabletics got the benefits of a good start. The company’s marketing and customer acquisition strategies have contributed significantly to its success. With a membership reward system, Fabletics has retained a lot of clients who shop on a daily basis. Also, the firm’s sales technique called reverse show rooming has contributed to much of its growth.
Fabletics is not a typical fashion store that employs numerous sales representatives who are supposed to convince customers to buy products. In a Fabletics’ mall, you can find women from all walks of life, trying their hands on various apparels from the shelves. Fabletics’ shelves are stocked with the latest designs of leggings, sports bras, tank tops, sweat pants and even yoga pants.
According to Kate Hudson, she finds her work to be very fulfilling. Before she partnered with entrepreneurs Don Ressler and Adam Goldenberg, Kate Hudson had a lot going on for her in the movie industry. Her role in the movie “Almost Famous” endeared her more to the fans.
Kate Hudson’s Fabletics is expected to remain on a steep growth curve. The company rewards customers using a loyalty point’s scheme. At Fabletics, you can expect great discounts on your apparels of choice.
Despite the fact that the Fabletics idea was solid and it was backed by some of the most seasoned entrepreneurs and media personalities, the company still faced a few start-up hurdles here and there. The strategies it employed to overcome the challenges were well-thought and realistic.
It’s not been all smooth sailing for Kate Hudson at Fabletics. She has attracted negative press from media personalities. But the seasoned actress has been able to weed through all these challenges.
With the phenomenal growth of Fabletics, Kate Hudson has had to make several improvements in the company. She has had to strengthen the communication departments, so that customer service is enhanced. After these changes, Fabletics got a top rating from Better Business Bureau. The brand also improved its customer satisfaction index. Due to Kate’s commitment, Fabletics has managed to be rank as one of the fastest growing fashion company.