Kate Hudson’s Fabletics is enjoying a steady growth, hitting $250 million in just three years. It is an achievement considering that Amazon controls 20 percent of the fashion e-commerce market. Fabletics is part of the ‘activewear’ movement and customers buy the clothing through subscriptions. When you have registered as a member, it is easier to find the right piece of clothing. For many decades, high-quality products have been known for the high prices placed on them. Nowadays that is not the case. Competition on the market is getting tougher, and companies have been forced to focus on what makes the customers happy.
In the fashion industry, brand recognition, customer experience, and great designs are vital. Fabletics has followed this new strategy to the latter, and it is working for them. The company is looking forward to opening more physical stores. They will be an addition to the 16 sixteen physical stores that are in places such as Illinois, Florida, and California. Gregg Throgmartin, the general manager at Fabletics, says that the secret to success in their membership model is to offer personalized services to customers at a lower price. He adds that it is easier to make someone happy if you know what he/she wants.
There are three ways Fabletics does its business differently. The first is having the same content in physical and in digital form. What they do is collect online data about fashion preferences in a particular area. They combine this with the global fashion trends. The result is that the local physical stores will have exactly what the customers want. The second is something known as ‘reverse showrooming.’ In most cases, customers check out products in physical stores then buy the same clothing at a lower price elsewhere. Fabletics approach is allowing the customers to browse and buy. The result is that half of the people who enter a Fabletics physical store are already members and for those who enter, 25 percent of them become members.
Lastly, Fabletics focuses on people and their culture. They know how to market their products in such a way that it will appeal to the 21st-century customer. Accessibility, membership programs and smart distribution methods are some of the things that put them above their competitors. Many websites have given Fabletics positive reviews. Krazy Coupon Lady said that the outfits were affordable (each at just $25). In A Foodie Stays Fit, the outfits from Fabletics are described as being of high quality (soft, hold their shape and don’t fade). Lastly but not least, Trust Pilot rates Fabletics “Great” at 7.9 stars out of ten.
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