Fabletics is taking on Amazon in a big way. The company has grown from a niche startup provider of athletic wear to a household name. Fabletics is spearheaded by actress and fitness enthusiast Kate Hudson and the well-known brand Techstyle Group LLC. The company founded Fabletics with the goal of providing high-quality athletic wear at a moderate cost.
At the time Fabletics was founded there were only three choices when it came to athletic wear, and none of those choices seemed to meet the needs of modern women. The first were extremely expensive athletic wear pieces that often lacked originality. Women who bought them would typically show up to a spin class or a yoga class wearing almost identical outfits that they had paid upwards of $200 to acquire. The second was a collective of companies that made trendy athletic wear outfits that were very poorly made. These pieces of athletic wear lasted barely a few washes before stitching started to unravel and didn’t hold their form after just a few workouts. The final type of workout wear was one that was purely functional. Muted colors and basic form made these pieces excellent for working out, but showed no originality and were completely made to be purely functional in nature.
Fabletics sought to change all of that. The company wanted to take the best elements of all three of the modern athletic wear and make it available to women everywhere. Fabletics chose to take the best material for the athletic wear and ensure it would last long term as well as hold its form and shape for each woman who became a member. Fabletics also chose to incorporate the latest and greatest styles to ensure that every piece of athletic wear they put out would be trendy enough to wear from the gym to a bunch or dinner. Fabletics also worked to make sure that the pieces were sturdy enough for any sport, even a triathlon.
By crafting the workout gear in such a specific way, Fabletics has become the go-to name in athletic wear. The company has broken barriers and has gained over 1.4 million loyal members that receive a monthly outfit of athletic wear. It is great to see a company rise to quickly and so prominently. Kate Hudson herself said that she only commits to brands she feels truly loyal to and Fabletics is one of those. She wears Fabletics on a daily basis and feels a passion for the athletic wear brand.
There’s a lot that goes into changing the scene or look of athletic wear for women that might actually be aesthetic for women to wear. One of the biggest phenomenon to notice in this industry is the use of the crowd as a guide for success in customer service, production value and sales. A good example of this communicative collaboration is that of Kate Hudson, Fabletics and the cutting edge technology that makes it all happen. Behind the scenes of this going on, there are well trained professionals who keep their finger on the pulse of the consumer market such as Shawn Gold. As the Corporate Marketing Officer for TechStyle Fashion Group, it is Gold’s business to make sure that the general public not only knows about Fabletics but also likes knowing about it.
Although there may be different nuances and tasks which require intelligence involved with drumming up business in the new techno-savvy marketplace, the strategy to achieve this is goal is relatively simple as long as marketers understood that the review, along with the actual services or products, for sale is king product. As a matter of fact, more than 80 per cent of people surveyed say that they review and trust the information and opinions they read online before patronizing a business. And in this group of people, there are still layers upon layers of information to extract regarding online reviews, customer satisfaction and the success of a business.
Across the board, percentages as high as 50 to 60 per cent can be seen when surveyors are asking if consumers research a review a business regularly throughout the year. Besides the answer being a resounding yes, there is also another aspect of this phenomenon that is most useful to know in marketing. This is the fact that negative reviews definitely and detrimentally affect a business’ ability to produce revenue. It basically all comes down to a trust factor. Knowing this information and taking it to heart, Kate Hudson is in a collaboration with Fabletics and the marketing teams behind the scene to bring a quality product to the people with the real message behind it. And the proof of this dedication is in her actions as she is a spearhead for the process of refining the final product seen on the shelves and the customer service provided. That is why a product that once was criticized in the public eye by other celebrities now stands strong and grows in retail locations across the United States.
This is not just the results of Kate Hudson’s dedicate service but also of innovative collaborations with other stars such as Demi Lovato. By working with an organization that is focused on empowerment and intelligent action from women for women, these two stars are taking their cache fan value and turning it into a real movement for athletic leisurewear. It appears to launch a successful clothing line all it takes is a little marketing savvy and star collaboration to put a product at the people love in the stores they frequently visit. Really, this success all about having an understanding about a paradigm shift and knowing that it’s not enough to simply tell people about something good you have to have people tell others about something good themselves.
One thing that people who take an interest in fashion look at is the different eras in fashion. Some people will look at the history of fashion out of curiosity. People are often curious about the changes that have gone on throughout the history of fashion. However, they may also find that some areas of fashion are a little slower than other areas when it comes to the types of changes being made. While one of the most commonly looked at aspects of fashion has been the fashion itself, it is important to know about the methods of bringing fashion to customers.
At some point, people for the most part have either made their own clothes or have had a personal seamstress. Then when clothes started being mass produced, things have eventually given away to department stores. Department stores have had their lives until a combination of factors came forward which have changed things. The factors at play are internet and fast fashion stores. With the affordable option of fast fashion and the options presented by internet sites such as Amazon, people have started taking their attention away from department stores and began to look at what they can get.
Don Ressler and Kate Hudson has looked at the fashion industry for something that they can offer that is unique. After a lot of thought was put into what they can offer, they have realized that the best way to gain and keep customers is by offering something that is personalized to them. Among the things that people could see when it comes to looking at customers is what they go for. They understand that customers go to stores based on if they offer items that they like. Therefore, they have adopted a business model that happens to speak to the individual while satisfying the customers.
While Amazon does allow people to sign up for memberships, they don’t take it as far as Fabletics does when it comes to knowing their customers and members. Therefore, they are a little bit limited in their ability to meet the desires of their customers. Another thing about Amazon is that they deal with many other products that go outside of fashion. Therefore, there are limits to what is offered. Fabletics takes the time to make sure that they learn about their new members before they even start selling them products. This results in them finding products that they know they are going to like.