Fabletics became a sensational athletic wear brand for women is fast on its way to achievement with highest sportswear sales in the industry, marketing accomplishments, and some of the highest rates of client retention. Lead by Kate Hudson, Fabletics is highly talked about and has received credit for revolutionizing the market for women’s athletic wear.
Debuting in 2013, Fabletics changed the shopping experience for the average female consumer. It brought a higher quality of products to the general public, making fashionable designs, better fabrics, and well-fitting sports clothes available to the average consumer. Before Fabletics, such pieces of clothing were seldom available for lower prices as the sportswear was mostly found on the high street. The average consumer had to make do with regular ill-fitting t-shirts and less than flattering gym shorts or sweatpants and nylon tracksuits.
It is only natural that women would want to look good in their sports clothes. That was the deduction that the founders of the Fabletics brand had after talking to female consumers. Don Ressler and Adam Goldenberg had the goal bringing something entirely new to the table. They wanted to satisfy a need in consumers and fill in a gap in the market. They later brought on Kate Hudson who co-founded Fabletics and became the leader of the company. Kate Hudson had already amassed some business experience, and so she proved a capable business partner. From the get-go, Kate Hudson was strongly involved in the decision making process at meetings and came up with good solutions to problems that were utilized later on.
Over the years, Fabletics has been achieving a lot on the sales front, but there have been many accomplishments behind the scenes as well. In terms of e-commerce marketing and user experience, Fabletics has been recognized as a brand with excellent marketing strategy and a sophisticated marketing AI. Fabletics uses a website that provides personalized customer experience. That is closely connected with the system’s ability to gather data about the user immediately and recognize what they gravitate towards.
Gathering data about each individual user is essential for e-commerce businesses. That allows the system to display products that the consumer is more likely to be interested in and purchase. The better the personalized user experience, the higher the income of the e-commerce business. Fabletics has mastered that quite well. Their system starts collecting user data immediately and continues to do so while they are browsing the website. Every click and choice is documented. The site documents how certain items perform in comparison to others, how long does the person stay on the page and how far they scroll down before losing interest or picking something out, what goes and remains in the cart and what products are prioritized in comparison to others.
In some cases, Fabletics monitors the behavior of the individual user more than most other e-commerce businesses do, even though Fabletics is not entirely an e-commerce brand as it has several physical stores in the US.
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Fortunately, there are universities like the Academy of Art University that has been around for several decades now, and they are offering a wide spectrum of opportunities in the arts. Even though this university’s initial curriculum’ focus was directed toward advertising art students only, it has now evolved greatly over time. Especially, since the University’s students are able to study for several different types of careers that fall under the arts’ umbrella (i.e. career in design, fine art, liberal arts and entertainment).
Typically, when a student wants to know about these programs and how they relate to the careers that they are pursuing, they should visit the university’s official site to see what they are providing to the students that attend. In many cases, the extra curriculum experiences that a student gets in the arts is as valuable as formal classroom instructions. So, for the students of the arts, it is important that they take advantage of these educational experiences since it may fit the student’s educational path perfectly. For instance, this school sponsors events that showcase the latest fashion creations. From womenswear to menswear collections, students have an opportunity to participate in Fashion shows for graduates where they unveil their own fashions during New York Fashion Week. With these events, students have a chance to jumpstart their careers, while also showing the world what kind of fashions that they create. So, these shows are meant for both inside and outside exposure that will allow them to compete in very competitive markets.
Fabletics is considered as one of the most successful online brands in the recent times. The brand could make excellent growth in the recent years, thanks to its larger bets on the power of crowd and technology. While many people are trying to decipher the success of the brand, it looked as if the firm has utilized crowd-sourced reviews to expand its reach. The brand perfectly identified that the changing possibilities of customer reviews and its connectivity with new customers. It should be noted that improved loyalty or LTV, customer acquisition, and customer retention are the three significant benefits associated with consumer reviews, and this is across the industries.
Per the latest industry trends, people believe reviews as much as personal recommendations, and it works as in important factor in the purchase decision process. It is found that most people read reviews before buying any new product. A BrightLocal study revealed that more than 84% people consider reviews as equally trusted to personal recommendations. Interestingly, people are showing least trust towards advertising campaigns and traditional marketing of the brands. It should also be noted that many people love reading reviews regularly, and as many as 50% of the customers choose to read reviews at least once in a month. It also understood that positive reviews of a business could influence the search engine rankings of the business and ensure better conversion rate.
Fabletics have utilized these aspects to drive better business and brand value for the firm. It gives much importance to the customer reviews and carefully monitors the reviews and comments of customers on the internet and respond to those. It is reported that the online brand has close to 30,000 reviews on Trustpilot, a prominent independent review platform. Fabletics confirmed that as many as 17% of its new customers are coming through various referrals, and reviews play a significant role in getting those numbers. With the increasing success of review-centric approach, the online brand is on a mission to advance its presence with more added reviews.
While coming to the ideation of Fabletics, in early 2013, TechStyle Fashion Group’s Adam Jack Goldenberg and Don Ressler understood that there was a space for high-quality and trendy smart wear brand with reasonable pricing in the market. With immense experience in the online brand creation, they collaborated with Kate Hudson and founded Fabletics by the end of 2013. The brand was making its own statement of products fit the needs of people who have an active lifestyle.
The brand considered communication as the key and offered personalized products based on customer preferences. For that, it used a data-driven approach to identifying the latest trends in market and customer choices. It also helps the brand to identify preferences at the local store level and streamline better production schedule. To each new customers into its subscription program, the brand offers a Lifestyle Quiz that contains a number of questions related to the fashion preferences of each of them. People who wanted to get personalized products, can fill out Lifestyle Quiz at Fabletics’ online store and get the products of their choice.
Fabletics has done what many other fashion brands can merely dream of, growing a $250 million business in just three years, where Amazon already holds the market share of over 20 percent. The company has a unique subscription model, which allows the customers to buy their monthly Athleisure products from the comfort of their home. Fabletics provides a personalized shopping experience by ensuring that it takes the preferences of its VIP members into account before sending them emails that contain a selection that’s suitable for them. Along with this subscription model and discounted price at which the products are offered to the customers, there are many other perks like a preview to sales and seasonal discounts, which the VIP members enjoy.
Fabletics has changed the dimension of what is considered of high value to the customers. As per the current economic situation, Don Ressler, CEO of Fabletics says that the customers want to be associated with a brand that is aspirational, offers a quality product, and value for money. It is what Fabletics aims to achieve and has managed to do that. The brand has also got initial momentum because Kate Hudson is one of the founders of Fabletics. Kate Hudson is a famous Hollywood celebrity and fitness diva followed by millions of women who aim to achieve a figure like her. As Fabletics is an Athleisure brand for the women, it has also helped raise the awareness among its target audience while offering quality products that fashionable and makes a statement.
Other than the highly successful subscription model followed by Fabletics, the company gained momentum because of the practical implementation of reverse showroom technique. In this method, the company aimed first to obtain popularity among its target audience and gain loyal customers. Once it was achieved to a great extent and Fabletics established itself as a brand that’s here to stay, it went on to open stores across the country at different metro cities and strategic points. It helps Fabletics reach out to further audience, penetrate the market deeper and expand its customer base. It is a popular strategy that is nowadays applied by many e-commerce portals that are well-established, and the pioneers who started this trend are brands like Apple and Warby Parker.
The customers in their review have mentioned that it makes shopping much easier for them and hassle free, while not costing a fortune. Fabletics has put those days behind when buying from a good brand would cost a fortune, as Fabletics has specifically kept the price point economic for the masses. Thus, many of the potential customers that now enter the Fabletics store end up becoming the VIP members, and not for the hype around the brand, but after witnessing the value, Fabletics offer. It is what builds up the loyalty and has helped tremendously in providing Fabletics sustainability in a highly competitive niche.
For customers who are curious about the brand and are looking to become the members of Fabletics subscription model, taking the new Lifestyle Quiz offered by the company is highly recommended. It would personalize the shopping experience while making it a fun experience.