The Fabletics brand of activewear may be a relatively new entrant to the retail clothing industry but the subscription-based service has already begun to make a dent in the dominant profit-margin of Amazon, Forbes reports. Fabletics is creating one of the most talked about new brand so on the market with its lifestyle quiz being the first step in joining this membership retailer which has searched out new ways of bringing an active lifestyle to the general population; Fabletics is also looking to the aspirational qualities of its founding partner, Kate Hudson to create one of the most talked about brands in the U.S.
A range of different options was recently created by Fabletics to make sure the company continues its growth as it takes on Amazon to become one of the world’s leading retailers. Many retailers complain about the issue of reverse showrooming which has been embraced by Fabletics as one of the key parts of its business model; the Fabletics brand has opened a number of physical locations across the U.S. where customers can try on clothing before making their purchase Online.
Other retail options taken up by the executive team at Fabletics include the use of big data to personalize the experience of every individual who will walk into a Fabletics store and see only the clothing appealing to the people in their membership area. Making sure the company continues to grow is the aim of the team at Fabletics who have seen a continued growth of 35 percent each year since the brand was established. The need to take on Amazon with a range of high-quality activewear has become one of the main aspects of the work of the brand which is to provide high-quality activewear along with the incentive to live a healthier lifestyle.
Much of the aspirational work done to publicize and market Fabletics has been focused on the role of Kate Hudson, the actress, and entrepreneur who has recently entered the world of fashion retailing with the brand. Although Kate Hudson has developed her business and design skills with Fabletics she still states she is an actress who only dabbles in the business world.
Kate Hudson has not limited herself to being simply a brand ambassador with little impact on the daily running of Fabletics; instead, Kate Hudson has become a leading part of the Fabletics team who helps with design, quality-control, and works with the budgeting department.