Supporting Women In Business
When I first graduated from business school at Harvard, I was unaware of the impact that women already have in the world of business, and it is not limited to the fashion industry, of course, but I have been impressed by what Kate Hudson has done with Fabletics. She founded and runs the athletic women’s wear company that is giving Amazon a run for its money.
I am not the first woman in my family to graduate from college; the first woman to graduate from college is my aunt. She always made such an impression upon me while I was growing up and deciding what I wanted to do in my life. My aunt was there every step of the way, and she is proud of me for making my way in the world of business. Women like my aunt and Kate Hudson have been working hard to market their brands and make their companies stand up to competition. Here is the story of Fabletics, so you can see how they have been standing up to their competitors.
The Fabletics Story
One of the companies that I have been watching closely since I graduated from business school is opening up to investors like never before. Fabletics has been broadening their horizons by offering new products and services to their loyal members, and this has in turn been driving new customers to their site. The word of mouth marketing technique actually still works to bring customers to a quality brand of products because consumers still talk about the brands that they love to buy. Fabletics has capitalized off of this marketing technique, but they have also employed a few other ones.
In order to avoid the empty cart syndrome that plagues many online businesses, where consumers load up their shopping carts only to dump their purchases before checking out, Fabletics has a few offerings that consumers cannot refuse. They offer special fashions that are limited to the general public. In order to see their special product offering, however, a consumer has to register to be a member. The membership is sold at a monthly fee, but consumers can always try it out for free or for a deep discount (these discounts are changing, so be sure to check out their site for exact rates).
The main purpose of this article is to highlight the fact that Fabletics is making huge waves in their market. There is an article out there written by Forbes that is called “How Kate Hudson’s Fabletics is Taking On Amazon,” and it dishes out some valuable information behind their companies systems for maintaining growth and avoiding vulnerability. The company is using a new time of reverse showroom marketing in order to attract customers that would normally go to sites like Amazon. People can only find the quality high fashion pieces on Fabletics; everywhere else is an imposer.