Fabletics is co-owned by Adam Goldenberg, Don Ressler, and Kate Hudson. The company which began producing clothing in July 2013, gained fame through a unique advertising hype by the three entrepreneurs. The firm is an online based retailing company that offers its customers unique customized clothing at affordable prices. It began by selling women’s wear in sports and accessories then expanded to selling men’s and children’s wear. Kate Hudson stated that her aim of launching the company was to provide women with fashionable sportswear that adhered to the ever-changing fashion trends at discounted prices.
Fabletics has managed to maintain a top position among its competitors using unique and modernized marketing strategies that leave a lasting impact on its clients. A majority of the firm’s commercials entail a footage video shot by Kate Hudson using her phone, and other interactive advertising videos. Since 2013, Fabletics has launched several new companies across the United States such as in the Mall of America, Southpark Mall, Summerlin Shopping Center, and Cherry Creek Shopping Center. Kate Hudson revealed the company is set to open more stores in the next five years in addition to its current 75 to 100 stores across the United States and Europe.
To beat more fashion companies, Kate Hudson’s marketing and merchandising strategy include an online subscription mechanism to sell clothing directly to its customers. The method ensures that Fabletics is not limited to sale platforms and agencies such as Amazon that control 20 percent of the fashions industry’s e-commerce. According to Gregg Throgmartin, the general manager of the firm, the membership method allows Fabletics to sell on-trend wear at half the price of their competitors. Fabletics likens itself to iconic companies such as Apple and Warby Parker that use the membership methodology to sell items to its customers. Every year, Fabletics records an increasing return on investments and a growth of 35 percent. In 2016, Fabletics announced its plan to open additional stores in Florida, Illinois, Hawaii and California with the use of the year’s high revenue.
Fabletics manages to maintain its sale in revenue by ensuring that customers who visit their physical stores are members of their online e-commerce website. Also, prospective visitors receive guidelines on how to sign up for the site’s subscription. Fabletics revealed that having a local store ensures that they keep up with the demands of their customers through hosting events and other activities for interaction with their clients. Another strategy that Fabletics uses to satisfy their customers is stocking items that are regularly preferred by their customers and representing them in both their online and physical stores. Dustin Netral, the SVP of operations, stated that the firm conducts regular tests to obtain store heat-mapping data that is used to meet the needs of the customers. Fabletics aims to provide their clients with top-notch services of fast purchases, smart marketing, and innovative subscription options. They revealed that they would continue redefining themselves in the industry using acquired data science, exclusive wear, business oriented technology and creativity of their ROI based media.