Kate Hudson Wins Athleisure Recognition

Fashion is a reflection of the times. Today, more people focus on health and fitness than ever before. As each generation discovers its own path to happy, fashion reflects their passions. Millennials love health and fitness as much as they love relaxing and being comfortable. Activewear, or athleisure wear, allows people to go straight from the gym to relaxation.

The fashion industry is a place where everyone feels they can express and share their creative designs. While fashion is very expressive, succeeding as a business in fashion is far more difficult. The only brands that really experience success are big-name brands.

Currently, Amazon controls 20 percent of the fashion e-commerce market. Despite Amazon’s control, one company is dominating the industry. Kate Hudson grew a $250 million business in less than five years. Her brand, Fabletics, is the leading activewear brand.

As a high-value brand, Fabletics is dedicated to its customers. It’s actually surprising that a subscription-based brand is so successful in today’s economy. But considering what consumers use to determine what makes a high-value brand, maybe it’s not all that surprising. Fabletics has always gone beyond just having good prices and high-quality items.

Historically, high-value brands just needed good prices and quality goods or services. These days, high-value brands need more features if they want to compete in today’s economy; especially with online shopping as popular as it is. The modern consumer wants better customer experience, last-mile service, and exclusive designs.

Part of Fabletic’s huge success was the creation of “reverse showrooming”. These days, people love shopping online for things that are more expensive offline. That usually kills a retail store, but Fabletic’s physical stores are unharmed by that trend. They welcome people into their stores by hosting events and other activities. This means the majority of visitors are already members.

Fabletics works by selecting outfits for every member. One member gave her opinion on some Fabletics products. She was very impressed with the pair of leggings she bought. And she loved the all the tops she got from Fabletics. Fabletics has anything anyone could ever want.

If anyone is interested in seeing what outfits Fabletics would recommend to them, they can take one of the lifestyle quizzes that Fabletics offers. If they can’t find anything they like, it’s because they’re not looking hard enough.

The Awesome Fabletics Brand

The thought of competing with a giant like Amazon is something that most people would not even consider doing. Amazon is a world giant in the e-commerce industry, and it is no news that it controls a fifth of the fashion market online. Kate Hudson has done the unthinkable, decided to deal with the problem directly, and brought a business that is worth 250 million dollars in a span of about three years.

 

Fabletics is the name of the establishment that is rapidly becoming a major player in the fashion industry. This company utilizes a subscription feature to sell its merchandise, which consists of clothing to its esteemed customers around the globe. Succeeding in such a tricky business lane calls for a right combination of strategic policies and that is what steers Fabletics. The brands sold by this company are very popular, and the selling procedures are very simple and convenient to the buyers.

 

The modern business dynamics are taking a different path. This can be seen by the fact that price and quality are not enough to guarantee success when selling merchandise. Several other aspects of the experience of the customer, brand recognition and exclusivity of the brand come into play and largely influence the sales.

 

The strategies employed by Kate Hudson’s Fabletics have paid off, and they have been compared to those of Apple and the likes. Their membership is huge, and they are expected to open up more physical stores this year. These physical stores will help Fabletics boost its market coverage and sales in the process. Kate and the rest of management envision continued surge in revenues.

 

Fabletics is growing a lot and challenges are imminent. Venturing into new territories is a good thing but also means that the company faces off with new competitors. Achieving the balance of customer experience, education and obtaining the right data is key, but with increased coverage, all that becomes harder and harder. Let’s give credit where it is due, and Fabletics have surely done a good thing, and their strategies can be used as an eye opener for many startups.