For a company to succeed, it has to fully understand the industry and the market of its choice. As cool as it may seem, the fashion industry is not for the faint of heart. It’s one of the hardest industries to succeed in; especially in its e-commerce market.
With Amazon controlling 20 percent of the fashion e-commerce market, it’s amazing that Kate Hudson’s Fabletics has grown into a $250 million company. Taking on Amazon is no small feat, but she’s doing it. Fabletics combines aspirational fashion with convenience and specialized membership, which is a powerful concoction for success.
Success in today’s economy is no longer as easy as it was in the past. Historically, companies only needed to have good prices and quality goods or services. Today, that combination is no longer a guaranteed success. The modern consumer cares more about things like customer experience, last-mile service, and brand recognition.
Fabletics has certainly fitted all those aspects into its business model. Following the path laid out Apple, Fabletics is going the way of physical stores. The brand also has a huge millennial following, so its physical stores are having no problems fitting into the local markets.
That’s how Fabletics is surviving what other brands get killed by, offline browsing – online shopping. Most consumers these days are loyal to specific brands. Any brand they’re not loyal to, they have no problem browsing their stores but buying elsewhere cheaper. To combat that, Fabletics welcomes browsers with events and other activities.
These events are used to build relationships and get to know the local markets. That close customer-brand relationship is why most people walking through the door are already members, and an additional 25 percent of visitors become members right there in the store.
The premise of Fabletics has always been price. There are a lot of activewear brands out there, but many of them either have high prices or are not fashionable; Fabletics is the best combination of the two. Depending on what they buy, Fabletics members can buy two or three items for the same price as one pair of Lululemon or Beyond Yoga leggings.
The best part aspect of Fabletics is its endless variety of styles. Fabletics has so many outfit combinations, the brand even offers a lifestyle quiz as a way for people to get a peek.
Summer is no longer right around the corner, it’s here! Gone are the fashionable boots, leggings and scarves. If you are like me, then you are probably way more excited then you should be about what’s going to be trendy and fashionable this summer. The anticipation of wearing that super cute bikini or those new shorts that you have been waiting to wear for a summer outing is becoming more than anticipation. Being able to be cute all summer long is every girls dream. I absolutely love the new summer trends and can not wait to have a girls night out so that I may show off my impeccable style.
One site that I love right now for all my fashion needs for the summer is JustFab. JustFab allows me to take a fashion personality quiz and then picks out the perfect outfits for me to get the perfect summer look. From shoes, apparel, and even bags, JustFab tailors to the most trendy styles for every personality. This makes it easier for us girls to find the trends we love while also surprising us with new looks.
The style is personal. It is an expression of individuality and as women, individuality is important to us. It allows us to express who we are through our style choice. What I love about JustFab is that it gives me the opportunity to do just that. By taking the style quiz, I have the ability to choose who I want to be for the summer. Being able to experiment with my look while also still being trendy and not looking ridiculous is a huge plus in my fashion book.
I know my wardrobe for this summer is mostly going to consist of strappy summer dresses and cowgirl boots. JustFab introduced me to this look and I believe its a look that I can wear to any fun summer event. Obviously, this look is not going to work for every casual cool chic, but that’s the beauty of JustFab, the ability to personalize and be who you want to be this summer. Check this out: http://www.fabkids.com/