Fabletics, the membership-based fitness apparel company owned by actress Kate Hudson isn’t suffering at the hands of online shopping the way brick and mortar stores are. In fact, the dreaded practice of showrooming (browsing in physical stores then going online and finding something similar for less) has become a nightmare for malls everywhere. Fabletics has found a way to capitalizing on the practice and is giving Amazon a run for its money.
Amazon currently controls 20% of the fashion e-commerce market, but Fabletics is a $250 million business and Hudson has accomplished this feat in an impressive three years. Showrooming works for this brand because they are the affordable online retailer consumers purchase from after browsing in the mall.
Activewear isn’t just for working out anymore; it’s a fashion trend and a movement. Fabletics has honed in on this phenomenon and combined with real-time data gathered from member preferences, social media commentary, local and in-store sales activity, and store heat-mapping, their physical stores are able to stock what appeals to their members and potential customers as well. This ensures that the customer has the same experience whether they are shopping in the store or online.
Perhaps that is why 30 to 50% of the people coming into their physical stores are already members, and 25% will become members before they leave one of the 16 stores (and counting.
Fabletics member and lifestyle blogger Teri Hutcheon is a big fan of the brand, especially when it comes to the affordable high-quality style selections. On her blog, A Foodie Stays Fit, she gushes over how impressed she was with the introductory $25 price tag for the first outfit and how she was able to buy two and three piece sets for $49-$59, the same amount one would pay for a single item with similar quality elsewhere.
It’s not just the price and style that impresses Hutcheon, but the wearability and durability of the clothing. The material is soft and so thick you can’t see through it (unless it is designed to be sheer), and the compression leaves her legs and buttocks perky. As a person that practically lives in active wear (she is into CrossFit and running), the trendy styles are always cute and the wide variety of colors and patterns are carefully curated based on the Lifestyle Quiz Fabletics uses to accommodate their members’ tastes and fitness preferences. The best part of the membership is that there is no monthly fee, members are not obligated to purchase monthly, and whether they shop online or in store, purchases counts towards the membership.
According to TechStyle Fashion Group’s Corporate Marketing Officer, Shawn Gold, Fabletics has experienced a yearly 35% growth because of fashion savvy, a personalized win-win membership model, a high-quality product at a low price, and an incredibly likable and relatable Hudson. With perks like this, it’s not difficult to see why Fabletics is giving Amazon a run for its money.
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