The fashion industry can be a difficult industry to be successful in. Currently, twenty percent of the market is controlled by Amazon. When a company manages to be successful without the help or use of Amazon, it is no small feat. Back in 2003, Don Ressler and Adam Goldenberg started Fabletics, with the help of actress, Kate Hudson. The three of them saw that there was a large portion of the country that the workout wear industry was ignoring. There were no companies or brands catering to a trendy, yet affordable budget. With the idea of affordable, stylish, and comfortable workout gear in mind, Fablectics was born.
Fablectics works on a monthly subscription model. This model has turned them into a multi-million dollar company, taking on Amazon when it comes to workout apparel. Before a member receives their first outfit, they take a quiz to customize their tastes, so the website learns their individual likes and dislikes. This tailors the outfits to what each customer will love, making shopping much easier, faster, and makes for happy customers. The monthly service makes it easy for busy people to get new outfits without worrying about needing to spend the time to go shopping every month for a new, trendy outfit. Kate Hudson personally approves all the clothing for the company. This tailoring to each member’s needs leads to high membership retention and happy, loyal customers.
It also helps them get to know the communities they serve. As they are in the communities, they can learn the styles and trends of that area. This allows them to customize the clothes offered. Thirty to fifty percent of the customers that enter their stores are already members. Another twenty-five percent become members while they are in the store. This helps create an even larger customer base for the company. When the members are in the store, the items they try on also go into their online shopping cart. The customer can then buy in the store or online. For many retailers, they are losing sales when customers come into their physical stores to see items in person, but then go online and find the items cheaper, and purchase them online instead. For Fabletics, it doesn’t matter if they purchase in the stores or online. They simply work hand in hand to give their members the best shopping experience. They use their stores to showcase their clothes and to simply give their customers another option for customer service.
The quality of clothing you get from Fabletics can easily be compared to that of much more expensive brands. Their pants are soft, comfortable, and most importantly, thick. No see-through problems with their pants. The outfits you receive are stylish and customized so you are certain to love them. The clothes hold their shape, compression, and don’t fade over time, making them some of the highest quality clothes on the market for an affordable price.