An article posted to Forbes online discussed how Fabletics is taking on big names like Amazon, and they are coming out ahead. The statistic quoted for Amazon has them controlling approximately 20% of the e-commerce market right now. It is quite the accomplishment to maintain growth in that type of competitive atmosphere. Fabletics is an athletic apparel company that is co-owned by Kate Hudson. It has only been around a few years, but it has managed to see revenue in excess of $250 million in that short period of time. It is a subscription service that allows the customer to choose one item from a boutique that is chosen monthly by their in-house team of stylists. The selections are based on a questionnaire that the customer fills out when they sign up initially. Fabletics is incredibly popular because it is a good value and very convenient. Fabletics is growing so rapidly that they have begun opening physical locations all over the country, which are used in their highly successful reverse showroom marketing technique.
The reverse showroom technique is based on the idea that customers like to see and touch what they are buying rather than simply see photos. Having a brick and mortar location allows them to actually see the products in person before buying them. The store sells the items for a higher price than they would get them for online. This encourages customers to sign up for the subscription services so that they can get their clothing for a discounted price.
Kate Hudson fully believes in the brand and the quality and value that her clothing provides to the customers. She ensures that they clothing are stylish and bring special value to consumers. She also takes pride in the fact that Fabletics is all inclusive and does not cater to a specific range of sizes. She recently announced that the company is now selling evening wear and high-quality swimwear. All of Fabletics products use manufacturing methods that are seen in much more expensive brands. They keep their prices low so that the average person can enjoy quality athletic wear.