Fabletics didn’t grow in the way that most business tend to but rather went the way of “reverse showrooming.” Fabletics avoided the pop-up method and instead went with building relationships and getting to know the local markets in order to better understand the customer. This has resulted in 30-50% of its market already being members of Fabletics with another 255 becoming members right in their retail stores.
According to Gregg Throgmartin, General Manager of Fabletics, the recipe for success is to follow the membership model that allows Fabletics to offer very personalized service to its customers at half the price of their competitors. He believes that it is much easier to make people happy if you know exactly what it is that they want.
In just three years, Fabletics has grown to become worth $250 million dollars-no small feat in a market where Amazon controls about 20% of the fashion market. Fabletics even has a large social gathering of more than 21 million followers on Twitter and has even opened 18 retail stores so far.
Fabletics has even expanded its active wear to include plus sixes and offers clothing that runs form XXS to 3X. Hudson believes that it’s important to live a healthy lifestyle and to look your best and this is a good way to encourage her customers even more.
What really sets apart Fabletics is the personalized customer service and lower price than most of its competitors like Nike, Lululemon, Under Armour, and Athletica. Hudson has a drive to create not only fashionable but affordable fitness apparel and she has learned a lot along the way.
Fabletics has been able to attract 1.2 million members each month in eight different countries and is continuing to grow.
Hudson has used a few strategies in order to grow her company and finding the market that was often overlooked was the first step. She believes in being involved and watches the trends to see what is popular and what is not, and adjusts her clothing line accordingly. She also believes that it’s important to be creative with marketing strategies and design in order to grow a successful company.
Hudson gets her inspiration form her mother, Goldie Hawn and has a motto to live what you are completely passionate about and to focus on what is the most important to you so that you can become fearless and conquer your goals.