Kate Hudson, child of stars Bill Hudson and Goldie Hawn, has already had a successful career in movies. Why has she elected to invest her energies in Fabletics?
Like many intelligent women, Ms. Hudson has decided to invest in what interests her: fitness and style. A lifetime dancer and fitness advocate, Ms. Hudson jumped at the change to represent Fabletics.
Here’s where Amazon enters the picture. Rather than becoming one of millions of anonymous retailers that advertise and sell their products on Amazon, Kate Hudson and Fabletics are petitioning directly to customers everywhere in a subscription system, bypassing the retailing giant.
The answer to that is simple. When you pick and choose your fitness clothing, you end up with clothing of different quality and patterns which may or more likely may not match or go together. Additionally, you run the risk of coming home with exactly the exercise top your next door neighbor just bought.
Subscribe to Fabletics and you become a member of the Fablectics club. Membership begins with a short interview of your exercise interests, clothing preferences and color interests. This is the foundation of your curated collection. Fabletics employs this information and sends your first outfit based on the answered you submitted.
Your initial outfit is close to free; it is a demonstration of good will and product quality. If you like what Fabletics sends you, keep it. If not, return it for an appropriate exchange. Unlike many retailers listed in the Amazon jungle, Fabletics seeks to build a relationship with each customer, rather than a single sale.
After the initial sale, Fabletics tracks each item sent to you each month. Based on what you keep and what you return, Fabletics develops information on your style. Each month, Fabletics assembles an order tailored to your needs and tastes. Send back anything you don’t need or want for exchange or refund. Don’t need anything this month? Inform Fabletics that you want to skip a month or more and your order will be inhibited.
Fabletics offers unique, high-quality fitness and casual gear. The patterns and styles Fabletics has are fashion-forward and constantly changing; odds are, you won’t see yourself all over town and the gym.
For the monthly price of a quality pair of yoga pants, Fabletics sends, free shipping, of course, a selection of fitness necessities. You don’t need to face the madness at the mall; you don’t need to sacrifice valuable time walking from store to store looking for fitness attire.
With customer service at the heart of this enterprise, inspired and represented by a fashion icon, Amazon has much to be afraid of. Who wouldn’t want to look forward to a stunning new athletic outfit each month? And Amazon doesn’t offer the close-to-free first order that Fabletics has – stand back, Amazon – here comes Fabletics.