Kate Hudson co-founder of Fabletics plans to add 24 more retail stores where her leisure wear will be sold in 2017. The brand name has grown rapidly. This spring Fabletics plans to expand into dresses and swimwear. They plan to offer larger sizes so all women can enjoy wearing their active wear.
Kate Hudson says she is excited about addressing the need for active wear for larger women. Many companies do not want to tackle this market. The business now grosses about $250 million a year. In 2015 the company added a men’s line of clothing. Recently she opened her first brick and mortar store in Town Mall at the University Town Center in Sarasota, Florida.
Fabletics store sells quality athletic wear at affordable prices.Garments are made to absorb sweat so users don’t have to change after workouts. Most items are $50 or less. The store opening featured a DJ, champagne, and 20 percent off merchandise. Part of their success is that they sell online and to the brick and mortar store where customers like to shop and try on clothing.
Fabletics gets deep marketing data on customers before opening a store. This makes it less risky. The retail staff introduces the products at the stores to those customers uncomfortable with online shopping. It is easy to customize stock to new stores with using their research data. They end up with less stock that does not sell.
Fabletics uses Omnicart software that shows how customers are reacting to their stock. It tells them if customers try on an items of clothing but don’t buy it. It also alerts them if their buying a smaller or larger size more often. Fabletics has found that customers with a store to buy from have twice the lifetime value of those without one.
Many of their retail customers never shopped with them online. For many customers there is no substitute for trying on clothing before buying it. Many join the Fabletics online membership program to get discounts.
Fabletics continue to grow with its online and brick and mortar stores in 2017 on YouTube because it addresses online and brick and mortar shoppers.