Branding is the hallmark of all businesses. It is an essential tool in acquiring niche in a competitive market. Well to do brands gain huge market shares. A quick look at the fashion industry points to the fact that many consumers rely on brands they can personalize or identify with. It, therefore, means that it is challenging to for new brands to break into new markets because it is already crowded. The result calls for a quick and strategic movement aimed at creating demand instead of competing with the already existing brands. The key strategy is linked to creativity and innovation. This strategy is employed by many companies because it is the competition launch. One such brand that has employed innovativeness by embracing modern methodologies of marketing is Fabletics, Kate Hudson’s product.
Kate Hudson co-founded Fabletics with the aim of providing personalized, comfortable sports gear for healthy lifestyles. It is a company that sells fitness clothing. Membership by clients is done through enrolling for online access to the clothes. The company offers diverse classes of membership, ranging from VIP to regular classes. Featuring physical stores, Fabletics commits to providing apparels at the client’s convenience. The management does not charge members for subscribing unless consumers purchase.
Amazon’s Control on Business
With Amazon controlling 20% of online businesses, it is challenging to be a market leader. Kate Hudson’s brand has however made a name for itself through Amazon. Since its inception, Fabletics has managed to register an excellent growth of up to $250 million in the online marketing platform over the past three years. Initially, high-value brands were regarded as expensive and of high quality. The benchmark for high-quality brands has since shifted to demand, brand recognition, client service, experience, last mile service and exclusive design.
Fabletics has invested in technology in many ways that most established brands have not hence, its success. The company has managed to synergize physical showrooms, online shopping applications, in addition to retail stores. The reverse showroom strategy is linked to stocking the rooms with apparels that suit the exact demands of their clients. Recently, Fabletics added a rejuvenating concept of online membership. It enables the management to amass data and knowledge concerning consumer preference at an individual level. The same strategy assists the company in conducting research on client’s lifestyle. This study guides the management in apparel production.
Fabletics innovative strategies have seen it grow vastly since its establishment in 2013. The company is a universal brand operating in approximately eight countries after opening a pioneering physical store in 2015. With their membership hitting a million marks, Fabletics products lines have heightened. The company produces leisure and sportswear. The result of this new apparel means progress. Fabletics offers high-quality athletic wear ranging from thick leggings to fitting leisure wear. They provide a range of stylish products like simple top tanks, colored leggings and sheer fabrics. At Fabletics, the customer is king. They offer value for client’s money. Customers reviews highlight affordable membership and comfortable clothing.