Fabletics an all-inclusive fashion e-commerce firm that has grown from obscurity into a household name in the United States. From the time it was founded in 2013, Fabletics has surprised many by morphing into Amazon’s biggest competitor. Activewear is a fad that is gaining a lot of traction in the United States and the world over. Many women prefer active wear compared to formal because of its versatility. It can be worn to the gym as well as the modern workplace. Through digital platforms, Fabletics has managed to overcome supply bottlenecks and those that arise when managing an inventory as diverse as that one of a fashion company. The brains behind Fabletics are three self-driven entrepreneurs who’ve conquered all odds in a field that was initially considered an Amazon specialty.
Fabletics has deployed some strategies to ensure that it disrupts the fashion industry as we know it. The company understands that in connected environment peer reviews are the make or break of business. Fabletics relies on the reports of its customers to provide feedback or even better the quality of their apparels. Another strategy that has worked for the firm is the merger of physical stores and e-commerce. A customer of Fabletics can walk into any of its stores in the US, try some of the clothes that are available on the racks and make an online purchase at a time of their convenience. Fabletics is one of the few fashion labels that have posted excellent financial results since they were founded. Analysts estimate that the annual growth of Fabletics is at 35 percent.
Customer feedback has played an integral role in ensuring that the products of Fabletics are aligned with the needs of the customers. The brand has leveraged big data and other digital technologies to ensure that they provide solutions that work for each customer. Fashion e-commerce is expected to dominate the broader fashion industry, and players such as Amazon and Fabletics are expected to reap significantly.
Kate Hudson has played a primary role in the growth of Fabletics. The entrepreneur relies on her name, which she created in the film industry to increase the customer base of the firm. She co-founded the business with two other entrepreneurs, Don Ressler and Adam Goldenberg. While undertaking her managerial role at Fabletics, Kate Hudson has ensured that the company doesn’t lose its touch with the customers.