The Online retail industry has always been a difficult sector for new brands to break into as the giant Amazon brand has maintained a huge 20 percent share of the fashion market. One brand aking a quick and lasting impression on the Online retail industry is Fabletics, the subscription-based retailer offering a range of activewear backed by the actress Kate Hudson. Fabletics has developed a technology-based system for creating a membership which is constantly expanding from the initial stages where a lifestyle quiz is completed to start the process of finding the best clothing available and should be completed by anybody wanting to join the company.
Fabletics has been looking for new ways of exploring the showrooming issues which have been plaguing the retail industry for many years and turning it to their advantage. Over the course of the life of Fabletics which was established in 2013; unlike many of its competitors who began life on the Internet, the brand has grown to include a number of physical locations from where the brand is using a “reverse showrooming” technique to bring more business into the company. The physical locations allow both members and non-members to enter stores and discover the latest collections from the brand which can be purchased or ordered from the brand as part of the membership brand.
One of the major reasons for the success of the Fabletics brand has been its close link to founding partner, Kate Hudson. The actress who shot to fame in “Almost Famous” has been involved with the brand since the TechStyle Group made the decision to create an activewear brand with an ambassador who reflected the healthy, active lifestyle the brand is promoting. Kate Hudson is often pictured on the pages of her social media accounts wearing the clothing produced by Fabletics and has become one of the main marketing tools for the company in its bid to overcome the dominance of Amazon.
The TechStyle Group has estimated the value of Fabletics to have already reached $250 million but Kate Hudson still states she is an actress first and business leader second. Despite her claims, Kate Hudson has become involved with almost every aspect of the Fabletics brand from budgeting to the development of a new customer service department and policy to provide the best experience for all customers.