Ever since Amazon started becoming a major retailer in the ecommerce world, its been said they’re the unbeatable giant that’s ushering in the end of brick and mortar retailers aside from Walmart, and is going to forever change how business is done. But one company that seems to be able to take Amazon to task is Fabletics, a fashion company owned by celebrity Kate Hudson and originally based online but now also has physical stores. What’s usually been the trend with buying things on Amazon is shoppers might go to a physical store, look at an item they want and then instead of buying it at the store, they’ll get it cheaper on Amazon and cost the physical store money. But Fabletics is able to do the opposite by customizing user outfits, and since most people like to try apparel on before buying it, their website and app has a way of encouraging customers to visit the store to get their apparel, otherwise known as “reverse showroom.”
If you’re familiar with Kate Hudson, the first things that might come to mind are the movies she’s starred in including “Almost Famous,” “How To Lose A Guy In 10 Days,” “Fools Gold” and “Bride Wars.” But one of her passions is always getting exercise and proudly being about in athleisure wear. It wasn’t long ago that she met up with two fashion entrepreneurs Adam Goldenberg and Don Ressler who had previously been with MySpace but were making their niche in the women’s fashion industry by starting a company that sold various apparel at low prices without a middleman. They also saw a void in the women’s athletic wear area for low-priced items like yoga outfits and jogging gear. They wanted this new brand to marketed by someone women could trust, and Kate Hudson was just all too happy to become the owner of Techstyle Fashion Group’s subsidiary.
Hudson teamed up with Gregg Throgmartin to not only roll out Fabletics’s designs but also to use a marketing strategy that sells not only the product itself but the shopping experience, something many younger shoppers look for. What likely attracts women to Fabletics is that its apparel is all-inclusive for women of all sizes, and most of them could say there’s a feeling of empowerment when they wear a Fabletics outfit. More so, there’s VIP membership which members can opt in or out of, but it lets them build up membership credits and earn even more discounts when they purchase or refer people.