Making any kind of company successful in today’s economy is no small feat. However, making a successful fashion company has to be one of the hardest. Despite the immense level of difficulty, that’s exactly what Kate Hudson’s done with her activewear brand Fabletics.
Fabletics is a new type of fashion brand, focusing on customers as people rather than just mass producing outfits. Fabletics was founded on a simple premise; mix aspirational and trendy fashion with convenience and membership. The biggest feature that Fabletics offers is monthly selecting outfits that their experts recommend for each of their members.
That kind of customer experience is what modern consumers love. It’s no secret that people these days expect more from their favorite brands. High-value brands aren’t as easy to create any more. A company needs more than just good prices and quality goods or services. The modern consumer wants last-mile services and exclusive designs.
Everything modern customers want is at Fabletics. Fabletics prides itself on created fantastic customer experiences. They’ve even begun opening physical stores. The success of their physical stores is dependent on their ability to ingratiate themselves into the community. So far, Fabletics has 16 stores open in places like Florida and California.
Luckily, Fabletics had no problem becoming a part of the community. Every Fabletics store hosts events and other activities to welcome members and potential members to their shop. They actually welcome people’s browsing habits, allowing them to look around knowing they can’t buy their items anywhere else.
As a result, Fabletics is succeeding where so many other have failed. Usually, people shop around in stores but end up buying somewhere cheaper. Fabletics figured out a way to make sure that people buy what they see from Fabletics. They even offer a free lifestyle quiz to let non-members see what outfits they might like.
For the price, Fabletics is better than expected. The quality of their leggings even rivals the quality of Lululemon’s leggings. Fabletics even has a bigger selection than Lululemon. The sheer number of styles is more than enough to make Fabletics worth the membership.
Members don’t have to pay for every month. Any month members aren’t going to buy something, they don’t have to pay their membership fees. Fabletics allows its members full control over their membership.