In just 5 short years, Kate Hudson’s Fabletics has found success in the crowded athleisure world by going against the grain. Since it’s start in 2013, Fabletics has used the face of Kate Hudson to promote the brand while instilling a membership model to personalize service and offer on-trend athleisure wear – at half the price of their competitors.
The success of Fabletics can largely be accredited to the reverse showman technique, a business tactic not typically used by retail companies. To gain membership to the Fabletics member program, customers are required to take a Lifestyle Quiz. The results offer personalized outfits immediately available for purchase and also allows for Fabletics to gain insight into their members. The membership program also generates opportunities for online shoppers to later become retail shoppers, while providing the business with information on popular inventory. While their competitors may lose money to “showrooming”, with consumers browsing online and buying elsewhere, Fabletics has the ability to learn the local markets before launching a brick and mortar store. Futhermore, Fabletics does not give credence to retail purchases, instead viewing it as another component to their online service. Any article of clothing that is tried on in the store is put into their shopping cart online and may be purchased later. Leveraging both online and retail stores has given them an edge against larger competitors like Amazon, where e-commerce is the only method of sale.
Fabletics fresh take on showrooming isn’t the only reason for the start up’s rise. Making Kate Hudson a partner and the face of Fabletics was a winning strategy for the experienced investors. Kate’s charm and athleticism seemed a natural fit for the brand, while her insight into activewear has proven instrumental in the growth of the company. As a founder and business woman, Kate has played an active role from the start, launching herself wholeheartedly into the retail business world. Not only she is the face of social media and advertising campaigns, but she’s heavily involved in the behind the scenes work of strategizing and budgeting. Her authenticity and belief in the product are useful in promoting the membership program and unique Lifestyle Quiz, which is useful in allowing customers to find the perfect gear for their workouts and lifestyle.
Whitney Wolfe Herd is definitely one of the most successful women in her twenties who is going down a path not many women have gone to. Being an app creator and the owner of Bumble, one of the most successful apps on the web today, it’s clear that she is a force to be reckoned with. She continues to change the way businesses see growth and longevity in a world of technology.
What is Bumble?
Bumble is a dating app that takes on the idea of swiping to a new level. The app focuses on allowing women to be the one to make the first move. What’s exciting is the fact that Bumble allows for women to initiate conversation the moment a match between two strangers have been made. The best part about this is that it helps eliminate the aggressive nature that most men are lead to believe they need to have in order to get the woman they want. Bumble is encouraging women to be strong and take hold of what they genuinely want. There is no need to wait on guys and instead take that initiative.
Whitney Wolfe Herd Wants To Represent A Newfound Feminism
The app is meant to be that newfound representation for women and even men. It takes out the pressure that men are given. Men are taught to be the hunters, but that could lead to inappropriate behavior that oftentimes leads down the wrong road. This app gives them the chance to chill and relax, and instead let the women decide if they want to create conversation or not.
The Future of Bumble
The future of Bumble is bright and huge. With millions of current users already, Whitney Wolfe Herd is looking for ways to connect people in new ways. What she is most proud of is the way Bumble is incorporating two new ways to meet people without dating: Biz and Friends. Bumble Friends is a new option to use where you can meet new people and make friends. The Business option is meant specifically for business purposes and allowing more professional connections take place.
Bumble has so much places to go, and being considered worth among millions of dollars, it is an app that will continue to grow to become one of the biggest social networking dating apps on the net. Whitney Wolfe Herd sure is proud to represent men and women in media.
To answer concerns of any company being able to take Amazon off the top perch, you have to first see exactly how far up Amazon is from the rest of the competition. When you get a clear picture that thousands of clothing companies are fighting for the same dollar, and Amazon is getting 20 percent of all the sales, you then see how hard it can be to even get in the same ballpark as the leading retailer in the world. That being said, Kate Hudson’s Fabletics doesn’t seem to be taking the conventional route, and is closing that gap by bringing in $250 million in sales of women’s active-wear in a little under three years.
To hear Hudson talk about the success of her athleisure brand, she surprisingly does not give credit to the high-quality or low prices of her workout apparel. To hear it from Hudson, it all comes down to the membership perks and her spin on the reverse showrooming sales process. Look more closely to the way things are taking place down at the Fabletics store inside the mall. There you see women buying clothing, taking the lifestyle quiz, trying on all the newest releases, and even window-shopping.
That is not where you see the huge jump in sales however, it all comes down to what happens when you see the way these women shop when they are at the e-commerce store. This is where you see the beginning of those membership perks kick in. So since you tried on that apparel at the mall, those pieces of apparel get uploaded to your online profile. The Kate Hudson’s Fabletics website has a larger inventory, so women who now know the sizes they need, simply start buying up more and more of the apparel than they would have if they were shopping at a different retail store like Amazon or even eBay.
Membership perks at Kate Hudson’s Fabletics don’t stop there, you still have discounted workout apparel pricing, free shipping, and even help from a personal shopping assistant. The name of the game at Kate Hudson’s Fabletics is pampering, and you as the customer get to enjoy all those perks without having to pay like at Amazon for their membership benefits. Amazon could be in for a real race in the coming months as this company is starting to reach a global audience of eager female shoppers now.
Amazon is one of the largest e-commerce retailers in the industry. One of the areas that Amazon is very successful in is fashion. It is in fact successful in 20% of the e-commerce fashion market. However, it is starting to get a rival in the industry. The rival is Fabletics, the e-commerce fashion retailer. One of the ways it is taking on Amazon in the fashion market is that it is a subscription service that offers its customers a free outfit every month based on the clothes that they buy from the company. These clothes are sold at a low price because of the way it is created and sold.
Since Fabletics is both a designer and a seller, this gives it more room to bring forth exciting and unique designs. It also cuts down on the cost of the company because there is no distributor or third party. In other words, they are selling their own clothing. They are not selling clothing from another company. This not only allows customers to buy more items within their budget, but also allows them to choose from more unique pieces. Therefore, they could more easily find something that will make them feel good about themselves and unique as well.
Another thing about Fabletics is that the company is always looking for gaps in the market to fill. For one thing, it is important for a fashion company to serve as many customers as possible. There are many different styles and tastes. Also, there are people of a multitude of sizes that go beyond the average limit that is in clothing stores. Fabletics has seen this gap and has decided to make Fabletics an all inclusive brand. Now, people who are larger can enjoy some of the same styles that Fabletics offers to people.
This is more than enough to rival Amazon. Amazon is definitely going to have to increase the amount of hustle it puts into the fashion industry. Fabletics is bringing everything it has to the industry. However, it not only wants to keep up with the trends, but it also wants to influence the trends in the world. It is also looking for ways it could leave an impact on the market. It has started as supplying women with clothing, but has eventually expanded to include clothing for men. Fabletics is a brand that is making sure it has something to offer for everyone.