There are many athleisure brands in the market today, and the industry is expected to grow to nearly eighty billion in another decade or so. Considering the massive growth in the fashion industry, many new companies are surfacing to grab the part of the market share. However, one of the companies that were launched in 2013 has been able to leave a remarkable impact on the customers. It is none other than Fabletics that has even managed to challenge the athleisure products sale by Amazon, one of the leading e-commerce giants on the planet today. Currently, Fabletics has a sale of nearly $250 million annually, and the sales figures are expected to grow exponentially in the years to come.
Fabletics listens to what the customers have to say and integrates their feedback and reviews into their business practice and manufacturing process, which is what has helped the company to win the loyalty of its customers. The subscription-based business model of Fabletics has also helped the company to reinstate its leadership position in the athleisure business. The company currently has one million paying VIP members, which generates a considerable portion of the company’s business. The management of Fabletics, which includes the celebrity Kate Hudson in the capacity of co-owner, takes the reviews of the customers into account to carve their business model. It helps the end users to get what they are looking for without spending the fortune. Leveraging the power of customers’ reviews is essential to today’s date when the online revolution has increased the transparency in the operations of the businesses and bridged the gap between the companies and the customers.
Kate Hudson believes that these days Big Data plays a significant role in how the business and sales strategy of a company should be defined. She checks the sales data each week and takes into account all the critical parameters that need to be considered to improve sales, brand awareness, and implement corrective measures. As a company that started with the start-up mindset, Kate Hudson believes that it is essential for the company to take risks and experiment in a calculated manner to reach out to the customers in an unconventional way. Kate Hudson as well as her fellow co-owners Don Ressler and Adam Goldenberg have a good insight of the business and know exactly what needs to be done to stay ahead of the competition. The management is not hesitant of taking risks and implement new forms of marketing and branding strategies from the start, which fortunately have worked in favor of the business so far.
The reason why Fabletics has been able to sustain even after facing numerous challenges initially is that of their quality-conscious attitude. The company’s President, Gregg Throgmartin, says that the management believes in delivery quality at a low price to its customers, and it has helped Fabletics grow at the pace it has over the last couple of years. Customers are also encouraged to take a unique Lifestyle Quiz at its website to understand how the company provides personalized shopping experience.