Amazon has dominated the online fashion space for quite some time. With more people warming up to the idea of shopping their apparel online, a good number of e-commerce fashion brands have sprouted to give Amazon a run for its money. Nevertheless, Amazon still sits pretty at the top of the online fashion retail space accounting for 20 percent of all the apparel sales that happen online. This dominance has created the need for disruptive business models in this sector.
Kate Hudson’s Fabletics is a disruptive brand the fashion industry that is set give Amazon a lot of competition in the online retail sector. Before Fabletics, Kate Hudson was better known for her career as an actress. Coming from her role in the movie Almost Famous, Kate Hudson went ahead to partner with other business players and they created the brand Fabletics.
In the few years that Fabletics has been running, it has managed to post excellent results on its revenue books. For three years, the enterprise has managed to rake in a little over $250 million from selling active-wear to women. Through Fabletics’ Athleisure brand, women in the US can access some of the latest tailored active-wear that comes in different sizes and bright colors. Active-wear is becoming popular among many young women because of its flexibility both at work and in the gym.
The remarkable success that Fabletics has seen over the past three years can be attributed to several factors. There are the minor factors such as the quality of the brand’s merchandise and association with Kate Hudson, an actress of repute. But the primary reason as to why Fabletics has recorded good numbers lies in its business model that employs techniques such as reverse showrooming and membership. Once someone signs up with Fabletics, they get access to membership perks, free shipping and an opportunity to sample the best active-wear designs monthly.
Fabletics’ reverse showrooming works like this: Once a customer signs up as a member of the brand, they visit one of Fabletics’ physical stores. A personal shopper attached to the client then measures the client which is added to customer’s profile. These measurements are used to make recommendations to the customer on the best apparels. Whenever you visit a Fabletics’ physical store, you can find women trying on new arrivals from the shelves or even going through a lifestyle quiz.
A shopper’s measurements and answers to the lifestyle questionnaire are uploaded to individual membership accounts and form the basis through which customers get monthly active-wear recommendations. This approach gives customers a new experience in online shopping. Also, Fabletics doesn’t have to employ sales representatives who are usually abrasive to shoppers. The enterprise’s business model ensures that customers can shop from the comfort of their homes, whenever they want to buy.
Fabletics intends to outsmart Amazon in the fashion retail space. The firm’s membership reward system is a favorite among its customers. Other techniques such as apparel discounting and free shipping are also significant contributors to the growth of the company. We can all say that Fabletics has positioned itself well to take the leadership mantle in the fashion industry.