Running a successful online fashion company isn’t quite as glamorous as it looks. Yes, having success selling great clothing that people love to wear has to be gratifying, but the reality is that today e-commerce fashion companies have to work harder and harder to attract a solid and reliable customer base. Much of this stems from the fact that right now Amazon has a 20 percent share of the online fashion market, so getting a stake in this market is more competitive than ever.
Today, customers expect a lot from online fashion companies, even beyond a quality product at a great price. Customers expect a unique appeal from a brand, as well as top customer experiences and last mile service. All that is really just a starting point for attracting customers to an online company, which means even more is expected in order to keep those customers coming back.
The Special Appeal of Fabletics
Still, even with the bar being set so high, there are still ecommerce fashion companies that are breaking through, like Fabletics. The Fabletics brand was co-founded by actress Kate Hudson three years ago, and today the company is valued at $250 million. That’s an amazing success story, and one that shows that new startups can still break through in this highly competitive business world.
Fabletics is a very appealing brand for women who want activewear that looks great, wears well, and can double as fashion for work or social events. The pieces from Fabletics are beautifully designed, and there are pieces geared towards different types of activities. Women who sign up for the company’s VIP monthly subscriber service can fill out an online form letting the brand know what kinds of workouts they prefer (whether they be jogging, yoga, or aerobics, for example), and they will receive a monthly selection of pieces curated by Hudson. This level of personal service is very attractive, and is offered at an affordable price. The response to this special brand subscription has been incredibly positive, and the brand keeps growing as a result.
Kate Hudson’s appeal as a spokesperson for the brand is another big asset for Fabletics. Hudson’s active lifestyle speaks well for the Fabletics brand, as it has an aspirational feel that appeals to women who are pursuing an athletic and healthy lifestyle.
As Fabletics continues its upward growth, there’s no doubt that Kate Hudson will continue her hard work in promoting a lifestyle that favors her company and the women who appreciate great looking activewear at a great price.