To compete with, and even threaten to hedge Amazon out of the top spot in retail trade is no mean feat! But that is precisely what Kate Hudson has nearly achieved through launching a series of activewear fashion brands that focus on inspiration and convenience to popularize itself with the millennial or generation X. For less than three years now, Kate’s Fabletics has set itself up as a giant player in online fashion business by fetching revenue of over $ 250 million.
Traditionally, high-value brands that sold fast relied on the quality of the product, and it’s pricing, but the new trend by people who are conscious of what they wear is based on appeal features. The new elements of attraction include aspects like recognition of the brand, customer satisfaction and experience, last-minute services, and gamification to boost sales. A shift of factors driving the economy, and influencing success in competitive business has changed the perception of today’s consumer. Fabletics uses different methods of subscription to woo clients to remain loyal to their fashion line. People love a touch of extraordinariness in the way they dress!
So what extraordinary appeal has Amazon’s challenger brought into the market? Kate Fabletic’s extends its reach to customers through brand membership. The strategy relies on positioning in the market by targeting customers through subscription, followed by physically opening stores anywhere in the world. The success of this model of the sale depends on offering trendy clothes by giving individualized service and care at less than half the cost that competitors in similar wear do. Gaining insights into who your customers are, and what they need spices up sales of the products.
The digital information gathered by combining online data and the physical showroom creates a review platform that reveals what exactly the customers want to buy. The client’s journey towards the brand starts immediately their digital preferences are matched with the items available in the stores. The brand can build an international following because of getting insights into various cultures; it takes advantage of a mix of customer awareness, level of education, and lifestyle to make inroads into new markets .
Kate Hudson’s Fabletics has many advantages over the physical retail store, some of which are; first building personal relationship with customers through reverse showrooming. The method ensures window shopping is a positive rather than a negative so that the clients do not buy items cheaply elsewhere after browsing offline. It guarantees that customers entering a store are dedicated members.