Today’s retail fashion world has transformed in recent years, moving away from an experience that was strictly about visiting a showroom and trying on a wide selection of outfits. Sure, in times past, shopping for clothes meant scheduling a block of time for traveling to a mall or boutique and trying on all kinds of outfits in hopes of finding clothes that were comfortable and flattering. There’s no question the e-commerce revolution on the Internet has changed this whole equation and today consumers can search online for fashion that works for them.
There’s also been a transformation in the role of working out and staying fit in a woman’s life. Today women with an active lifestyle like to have fashionable workout clothes that can sometimes double as casual, or even upscale wear. All of these changes have created an opening for e-commerce fashion companies that can deliver great looking, wearable activewear for women who really want it.
The Fabletics Difference
Right now breaking through in the e-commerce fashion world is a challenging task. Amazon.com now has 20 percent of the commerce fashion market, and customers are demanding a higher level of customer service delivery, along with unique ideas from their fashion brands. Some companies are finding success in this crowded market, however, like Fabletics, the activewear brand launched by Kate Hudson and her partners just three years ago. Since then, the brand is now valued at an astounding $250 million, and going up from there.
VIP Brand Service
The Fabletics line is very attractive, very comfortable and also very affordable. All of these aspects have made the brand a popular online choice. The VIP subcription service offered by the brand is another attraction, too. Subscribers can fill out a personal profile, stating their needs for workout wear, and then pay a modest monthly fee. In exchange they receive a monthly selection of attractive workout wear personally selected by Hudson, all geared to their personal activewear tastes.
Customers have responded favorably to this VIP service aspect as well as to the quality of the clothing. Hudson is heavily involved in the brand, and her appealing presence and athletic looks make her a great spokesperson for the brand.
No, not every activewear brand can break through in today’s competitive commerce fashion marketplace. Fabletics, however, is showing how a combination of savvy marketing, quality products, innovative branding and a high level of customer service can really lead to success.