It is not uncommon for brick and mortar stores to make a transition to the Internet. Many companies will minimize the number of brick and mortar stores in order to cut operating costs and build an online presence. This is not the case for Fabletics. Fabletics is a company that actually started out online and transitioned into physical stores. There are several stores for people to check out right now, but more than 100 will be opening in the next 5 years. It’s a great strategy for Don Ressler, Adam Goldenberg and Kate Hudson. These are the co-founders that have proven that it is always good to have a “Plan B” when your Internet audience gets saturated.
This is exactly what Kate Hudson and her co-founders had in place. Once they got more than a million orders they knew that it would soon be time to compete as more than an online company. Fabletics could not compete with Old Navy, Sports Academy, Dick’s Sporting Goods, Athleta and Eastbay. Fabletics has become that clothing company that has pushed past the limitations that others may have placed on this company, and it was an easy for this company to do this. Fabletics has become a champion of athletic clothing exclusively for women. It takes a lot for a company to move to the top after it has excluded half of the population, but Fabletics has risen to the top in a way that appears seamless.
When customers Google the phrase “athletic clothing” they will see Fabletics in the top 3 of the search results. In some search engines it appears as the top in the search. A search for athletic clothing on Google yields more than 37 million results. This is quite an accomplishment to appear in the top three of the search results, but much of this has to do with the very nature of the company. Kate Hudson has put a lot into marketing this organization. She has managed to become one of the most successful marketing professions because Hudson has put in the time and work to do this.
Some people may assume that Fabletics has survived because of the celebrity factor alone, but this isn’t true. That certainly plays a part in it, but that is only a fraction of the reason that the company has been successful. Don Ressler and Adam Goldenberg had their place in helping this company become successful by embracing the subscription service. They already knew that subscription services would yield great results with customers because they had already tried this with JustFab. They were in place to help change the way that ladies ordered athletic clothing. They knew that they needed a woman in place that could attract women to the brand. It was a perfect fit for Kate Hudson to come in and build the company up.
Hudson worked hard. She has put her acting career on the back burner, and she has made sure that people recognize the Fabletics brand.
Follow Fabletics on www.mallofamerica.com/shopping/directory/fabletics