Fabletics is branching out from being solely an online subscription service to providing an in-person sales experience as well. With a growing number of traditional bricks and mortar shops, currently numbering 16, the brand is aiming to provide its customers the option of purchasing either online or in-store. Contrary to many apparel brands, Fabletics does not have a preference on where its customers purchase their items. They two systems are highly integrated with a product showing up in their online shopping cart at the same time as they try on the item at a store or local event.
This ability for customers to browse however they see fit without any sales pressure differs from the sales mentality of many retailers in today’s market. This reverse showroom model makes its customers feel in control and also allows the brand to more closely align with its customers’ wants and needs. Fabletics looks to big data to gain the insight that it needs to tailor its customer’s buying experience to their expectations and preferences.
The brand utilizes both big data analysis along with social media monitoring in order to quickly adapt to its customer base’s requirements. This nimbleness allows Fabletics to stay on top of the pack and has proved successful in customer retention and loyalty.
Kate Hudson has maintained a hands-on approach with the company and continues to be involved to a degree that is not often matched by other celebrity entrepreneurs. Her dedication is evident in the belief that activewear should be stylish and fun and readily available at a reasonable price point. In fact, it was the observation of this gap in the athleisure market segment that inspired her to co-found Fabletics.
The guiding principles that Hudson still follows stem from the inspiration she gains from observing her mother, Goldie Hawn. Their relationship has spurred Kate on to do many wonderful things both in her business and philanthropically. Hudson wants Fabletics to continue and evolve while also sticking to the principle that she has held from the start: the business must reflect her passion and also be fun!
The brand has created an online tool to help customers find the best Fabletics gear to suit their needs. The Lifestyle Quiz is a fun way to engage with the brand while also learning which products best suit your lifestyle and fitness needs. It’s just one more way that Fabletics puts customers first.