The fashion industry is a highly competitive one, and unless one is innovative and unique, it is very easy to be overshadowed by the larger brands that already have a footing in the industry. These companies enjoy the advantage of having being established earlier. Even with such a disadvantage, Fabletics, a new entrant in the athletics wear category has managed to stay afloat in the midst of stiff competition and established brands. The company has continually beat its competition by offering better quality athletic wear for women at an affordable price.
Before Fabletics, it was difficult to find something fashionable and affordable. The brands that existed offered lower quality wear at a price that was ridiculously high. Thanks to Kate Hudson, women do not have to deal with wearing ugly clothes just because they are working out. It is no longer a matter of changing cost for quality but having a taste of both. The journey has not been easy but worth it. Producing and maintaining a brand like what Fabletics offer sis difficult. Not many companies can manage production. Fabletics has been able to achieve this due to its high demand and unique marketing strategy which has been very vital in its current success.
Rather than focus on one platform for marketing their product, Fabletics combines a number of techniques. The most notable one is the reverse showroom experience which is responsible for the yearly 35% growth rate. The company continues to have a huge following online where Kate’s marketing strategy is to use subscriptions where the ladies get to have access to the latest fashionable wears. They then make their orders and have the products delivered to them. This way the customers can get what they want and also enjoy discounts.
The company can continuously win over its customers because of its interest in both the physical and digital market platforms. The company’s focus is on prioritizing the customer and giving them the ultimate experience regardless of whether it is online or offline. From the moment this brand was founded in 2013, it has been able to take on its competitors such as Amazon steadily. This is not an easy feat, but with continued dedication and hard work, Kate Hudson has been able to achieve to create a worthy brand over the years. Kate’s ability to make sound market decisions is crucial to this success.