Amazon is no doubt the largest online shopping platform where people from different walks of life converge and buy various products. From fashion clothing to electronics, Amazon no doubt has a lion share in the industry. As a matter of fact, the company controls over 20% of the e-commerce fashion platform, a position that gives it an advantage over other fashion companies. To most fashion-oriented businesses and online shops, getting a share of the market has not been an easy task. However, the same cannot be said of Fabletics.
Fabletics is a fashion company that deals with the sale of activewear, fitness, and workout clothes to its enormous base of potential clients. With over four years in the industry, Fabletics has grown from a mere fashion company to a business empire worth over $250 million thanks to its unique buyer subscription mechanism. The company attracts a huge base of potential clients since it depends more on creating tailor-made products meant for different customers. Apart from this, the company employs a membership platform where the clients can purchase their preferred cloth ware and register with the company as members. The company believes that with the combination of these two marketing strategies, they can be in a position to get a huge market share and make Amazon run for its money.
The success of the membership marketing process has seen Fabletics open more physical stores in addition to over 16 stores located in Illinois, Hawaii, Florida, and California. According to the General Manager of Fabletics, the success of the company has been attributed to building a modernized version of brand marketing that allows the company to personalize its services and products to suit those of their clients while at the same having the edge over their competitors by selling their products at half the price. As a company that deals with physical stores as its marketing strategy, Fabletics depends on three ways to promote its stores. These measures are such as encouraging reverse showrooming, having unlimited access to people and culture, and using online data to promote its membership plans.
Kate Hudson has been on the forefront in promoting Fabletics to the world. As an actress with tight schedules, most of Kate’s roles were mainly in front of the camera, until Fabletics president Gregg Throgmartin spotted her simplicity when it came to fashion. The two had a fruitful conversation, and a partnership deal was struck. Today, Kate is a team for the company.
Kate has helped Fabletics attain international standards by promoting the products to her fellow Hollywood actors and actresses. The success of the company has also been attributed to her contributions.