Competition in the fashion industry is cutthroat. The e-marketing fashion space is dominated by Amazon, which is not your usual two pence competitor; they’re one of the most recognizable brands internationally. The American consumer satisfaction index revealed that Amazon was the most popular company in America in 2014 based on more than 70,000 interviews. Currently, it commands 20% of the online fashion market.
In only three years, Kate Hudson’s Fabletics has claimed a seat at the table with the big boys. Building a $250 million business in such short time is no small feat, but Kate Hudson’s has done it. They have positioned themselves as a high-value brand and using a mix of customer focused strategies, they have found success both online and in their physical stores. One strategy that is working for them is reverse showroom technique
Showrooming has been a threat to many real businesses. It entails a situation where customers visit multiple online stores with the intent of researching on quality and prices and then buying where the prices are the fairest. Kate Hudson’s Fabletics has found success with reverse showroom technique because they established an online shopping website early enough that has enabled them to create effective customer relations and brand loyalty.
Fabletics creates a membership through a subscription that allows them to offer personalized services. As much as 50% of the people who walk into their physical stores are already members. It is not hard to believe that another 25% of the other walk-in customers become members because Kate Hudson’s online presence has enabled to them to know what their customers want which is what they stock in their physical stores.
Kate Hudson had done her research before she started Fabletics and she seems to realize what people want. Fabletics sells athletic and leisure clothing through its online and physical stores and relies on the information they gather from their subscribers to know the local markets and to position themselves strategically. They have been able to build customer loyalty by offering high-quality cloth wear at much lower prices than their competitors.
This model has worked so well for Kate Hudson’s Fabletics that they are adding more physical stores to their sixteen current ones. They have already set base in places like California, Illinois, Florida and Hawaii. Like other companies such as Warby Parker and Bonobos, Fabletics is combining high-quality products with data science among other cutting edge strategies to compete effectively with Amazon.
The modeling industry is very exciting. There are a ton of men and women that come through the industry, but there are only a few that have the longevity to stay in the industry. Naomi Campbell is one of those people that has managed to stay relevant for a long time. She has been able to survive in an industry where a lot of people do not last for more than a couple of years.
I think that she has had the staying power because she continued to be versatile. She could have easily become this supermodel that got stuck with runway modeling, but she branched out into magazines. She could have let other younger women in the modeling industry threaten her and she could have lost her confidence. She did not let anyone threaten her though. She has remained very confident in her various fields of work. She has gotten into acting and this is another area where she has excelled. Naomi Campbell has been able to explore different positions on television in the United States and the United Kingdom. Her ability to split her time and energy between two different countries has made her an intriguing supermodel with international success.
I think that there are a lot of models that look up to Naomi Campbell and what she is doing. She has been able to stay in shape and shine as a supermodel for so many years. This has to be an inspiration for lots of women. There are young girls that are looking up to her because she has stayed in such great shape for so many years. I can hardly believe that she is almost 50. This means that she has been modeling almost as long as I have been alive. That is unbelievable. She was on the cover of magazines when I was a little girl, and she is still gracing the cover of magazines right now. That is something that is unbelievable to me. I even see her acting on television shows that I watch. Campbell has been successful because she works very hard.
There are great television ads and some not so good, and it all boils down to creativity. That’s something Kate Hudson knows all about in her craft as an actress and role as co-founder for the fashion on-line retailer Fabletics.
Kate Hudson is starring in a new ad for the brand and winning rave reviews for being in such a cool spot. The 30-second commercial shows the world how Kate Hudson lives her active lifestyle. In other words, the star is seen in real moments, working out while wearing her colorful Fabletics gear.
AdWeek.com reports that the actress used her personal iPhone to record about 70% of the shots for the commercial. She and the company were creating a spot that would depict real behind the scenes footage of her busy time as mom of two young boys and a woman who remains on the move to maintain a healthy, fit way of life. The ad has a social media vibe to it, similar to what viewers would find on Kate Hudson’s Snapchat or Instagram pages.
In the spot, Kate Hudson is shown wearing Fabletics leggings, crop tops, hoodie, shorts and swimsuit as she jumps rope, hits the punching bag, dives into the pool, plays ping-pong, etc. “Live your passion” is the Fabletics mantra to women around the world.
The Fabletics brand is all about Kate Hudson’s signature casual-chic style in bold colors and patterns with quality fabrics. The subscription on-line retailer on mysubscriptionaddiction.com provides fit and function in each piece and best of all, at an affordable price. The first outfit is only $25 with free shipping when one joins as a VIP member. Fabletics is designed in-house and produced there, all under one roof in Los Angeles.
Fabletics makes the online shopping experience quick, easy and gratifying by choosing personalized outfits for each member. When someone signs up as a VIP member, they are asked to take a little fashion quiz to see where they land on lifestyle preferences, and then, it’s off to go shopping. You can even get nosy in Kate Hudson’s closet every month and shop her favorite Fabletics picks.
Active wear or athleisure wear is something women want these days, even more than a pair of jeans on Facebook. Kate Hudson understands, because she’s wearing active wear in her daily life. She’s even had Fabletics create active wear dresses to keep the comfort level going through the night. Wearing active wear in the evening, out to dinner and on dates is something the star applauds, as more women take their healthy lifestyle with them 24/7.
To learn more about the Fabletics movement and how to become a VIP member, check out the brand here.