The recent environment for retail chains has been challenging, to say the least, however, there is one brand that has enjoyed quite a lot of success in the very competitive apparel market segment, and that company is none other than Kate Hudson’s Fabletics. This athleisure line, founded in 2013, has continued to enjoy continued strong growth in a segment where many established outlets are downsizing or closing down completely. Fabletics has filled the moderate price point that has not been well-served in a landscape where companies such as Lulu Lemon have $250 yoga pants as a staple product item.
Few could predict that avalanche of the every-increasing athleisure industry, and even fewer have had the wherewithal to capitalize on the significant growth in this market. The use of reverse showrooming is just one way that Fabletics has embraced its customer base and given them a buying experience that fits their personalities and desires. Customers are encouraged to browse and shop both online and in shops as the two platforms are very closely tied together.
The subscription/membership model that Fabletics has used to such success, fits in with the reverse showroom concept quite well. Shoppers that visit one of the 18 (and growing) brick and mortar shops will see any item that they try on show up in their online shopping cart as well. It is this type of tech savvy thinking that has enabled Fabletics to enjoy a lot of success with the often elusive millennial shopper.
Kate Hudson is proud of how well her brand is performing, and she is one of few celebrities that maintains an active role within their company. When Kate realized that there were very few options for cute athletic wear at an affordable price point she got to work. It has been her vision, and passion, to meet the needs of regular people whose lives may not mirror that of the typical athletic apparel shopper.
Ms. Hudson believes that passion should always be the driving force of any undertaking and this attitude is certainly evident in the Fabletic brand. The company has helpfully created a Lifestyle Quiz to help customers see which product items are best suited for their size, design tastes, and activity level. The brand has found much success in providing cute, well-designed options for everyday people that want to look stylish even when wearing comfortable clothes. Fabletics is well-positioned for future success.