Amazon is one of the leading retail platforms in the world are taking on the greatest retail giants. Fabletics is a women sportswear and fashion brand, and it has adopted various strategies to take on the obstacles hindering them to realize the full potential on Amazon. Fabletics has instituted a streamlined and innovative model of approach on Amazon, which is substantially attributable to Fabletics’ growing success. The Fabletics brand started off primarily as a subscription-based firm, which received a lot of positive attention from providing the best online deals to its subscribers, members. Fabletics leveraged its ability to charge their products at half the price of its rivals, which subsequently led to skyrocketing number of clients.
However, the Kate Hudson’s Fabletics brand continued to embrace innovations and eventually opening a physical store in several strategic places across the United States. Within the first three years in business, Fabletics had made an astonishing $250 million worth of sales, which can be partly attributed to its strategic expansion plans. The Kate Hudson’s fashion firm has plans to open 75 to 100 physical stores in three to five years in various iconic places in the US. These additional stores are aimed at complementing the existing Fabletics’ stores. Kate Hudson has plowed significant sustainable competitive advantage to the firm with the reverse showroom technique. The method will encourage Fabletics’ customers to visit the brand’s physical stores after getting hot deals online.
Kate Hudson’s Fabletics is strategically suited for the integration of offline and online channels. The Fabletics brand has earned the loyalty of its clients, and as such, it is sure their clients will appreciate the opportunity to try on their products in a physical outlet. Fabletics has a higher probability of reaping from the technique as nearly 70 percent of Americans view products online before making a physical purchase. Fabletics also utilizes its online platform to inform its members of new deals in the market. Similarly, the fashion brand is leveraging the phenomenon of drawing in a legion of walk-in clients who eventually end up becoming members. The act of offering one-on-one personalized items has also largely contributed to Fabletics’ increasingly growing success. With several value-added services, Fabletics has managed to take its clients’ satiation to an entirely new level.
Fabletics leverages a fully linked online and offline platform that enables the portals of its customers to be updated automatically as clients try on or even purchase new products. The technology enables Kate Hudson and her team to offer future offers, which are based on a client’s history of shopping as well as their preference. The combo of efficacious online marketing and the ability to provide clients with the opportunity of trying new things before making a purchase has largely enabled Kate Hudson, her team, and the Fabletics brand to have the upper hand in the fashion industry, contrary to their competitors. Interestingly, the membership to the Fabletics brand is free, which has enabled it to get a huge number of subscriptions. However, if a customer fails to make a purchase in a calendar month, they are charged a $49.95 monthly fee.