Fabletics And Kate Hudson Successfully Compete With Amazon
The entire country needs to move more, there is just about no doubt about this, and perhaps Kate Hudson thinks they will if only they had some cute gear to wear! If every time the average person was upset by the abysmal findings of whatever it is they were looking for, that they could then take that upset and build a company that would negate their dismay, maybe some would, but likely many would not. They would arbitrarily lament their lack of satisfactory options, and boo-hiss the industry at large, but not Kate Hudson.
She might well be one of the busiest celebrities in Hollywood, but that did not stop her from recognizing an opportunity. Disgusted with the workout clothing options she was finding, rather than pay some seamstress egregious amounts of money to quietly make her the best, one-of-a-kind workout gear, she let this galvanize her to help others, and built a business instead. The company is called “Fabletics.”
Kate Hudson did not grossly limit her ability by just getting involved in manufacturing a new spin on yoga pants, but rather built a clever subscription service into her website. There are a plethora of new metrics to focus on with the evolution of online buyers. Her brand, aside from their subscription service, focuses on things like “last-mile service,” brand recognition and the very important exclusive design. In addition, she joins a rather short list of wildly successful companies which started out only as an online retailer, and then proceeded to do the reverse of what almost every other company does. After creating a mega-hit brand through the online world, she has gone brick-and-mortar. Fabletics has launched stores in California, Hawaii, Illinois and Florida.
The recipe for success with Ms. Hudson’s thriving enterprise is that it is much easier to keep customers happy if you know what they want, rather than arbitrarily try to tell them what they want. Fabletics does something very few companies do, which is ask their customers what they like. There is the equivalent of a quiz for customers which they use to gauge their interests. The subscription service then capitalizes on what is learned using it to target-market to their subscription-based customers.
There might be nothing better than a company asking someone what they like, and then providing them with alerts when items they might be interested in are being offered. It seems so simple, and wildly efficacious, yet it is likely never done, or done in a disingenuous manner. Many companies might ask customers what they like, and then they just go on, ignoring what they have been told, and just proceed to use the information captured to market more stuff. Ms. Hudson sees consumers as not a means of growing her happiness, but more as a means of growing “their” happiness.
This focus on creating a better shopping experience has her celebrating a company that has grown just about exponentially in just 3 years time. The reason is simple: she listens, and then she makes a great product based on what she hears, which is perhaps better known as the best recipe for success ever.