Arguably the age of the huge brick-and-mortar store is ending. Each quarter retail brands that once had a large amount of market share seem to be ceding more and more ground to the juggernaut that is online shopping. The brands that are succeeding online are ones that innately understand how the internet has changed consumers’ shopping habits and expectations and how to shift their strategies to accommodate these changes. One of these brands is the digitally native fashion company Fabletics.
True to its name Fabletics is in the business of producing fabulous athletic clothing or athleisure apparel that its customers can incorporate into a business casual outfit at their day job and that can also hold up during a hot yoga class that they attend after work. The company is cashing in on the growing trend of athleisure apparel that seems to cater to customers’ desire for clothing that is comfortable and also stylish. Fabletics was co-founded by businessmen Don Ressler, Adam Goldenberg and actress Kate Hudson who serves as a partner and the face of the company.
Despite being a rather new company (Fabletics was founded in 2013) it has taken to the difficult waters of the world of ecommerce rather quickly. Fabletics has gone from a fledgling company to a business that is worth nearly a quarter of a billion dollars. One of the reasons for Fabletics’ success, according to HuffPost, is the fact that it leverages the power of what is known as the crowd. Given the negative reviews that exist for many businesses it can seem as though some companies do not care about what their customers think. For Fabletics this is not the case. Kate Hudson and the other members of the team that is behind Fabletics instead view online reviews as an opportunity to learn in detail about what is working for their consumers and what is not working for their consumers. To Fabletics online reviews provide valuable information that they then use to make their products much better and thus create stronger relationships with the people that patronize their business.
Even though Kate Hudson has spent her career in the arts by making a name for herself in the entertainment industry she has taken to the business world the way a duck takes to water despite not having any experience in it. Kate Hudson’s authenticity, ability to adapt quickly and learn about the fashion business have helped Fabletics to become the leading ecommerce business that it is today.
Hudson spoke to CNBC about the ingredients for building a winning athleisure brand. Perhaps one of the most prescient things that Kate Hudson and her partners at Fabletics recognized what there was a need for affordable workout clothing that intersected with the growing potential of the athleisure clothing market. This gave Fabletics an opportunity to stand out from its competitors in the marketplace. They did this by offering designs that were fashionable and on-trend and doing so at a price point that was accessible to people. The motivation that underpinned all of this was a desire to encourage people to get interested in healthy living and working out. According to Hudson Fabletics also takes advantage of the analytics that are available to companies about customers’ tastes and needs. One valuable feature is their lifestyle quiz that ask visitors to take a brief survey about their lifestyle, design preferences and shape so that the company offer them options that are tailored to their tastes. The survey can be found here.