Amazon controls the world of fashion by 20 percent. However, Kate Hudson is beating the odds by growing Fabletics to $250 million in just three years. Fabletics makes use of a subscription machine to sell clothes. Further, customers go for brands that inspire them and those that are both convenient and offer membership allowances.
Historically, high brands have been defined by both the quality and price of the product. Currently, factors that determine what consumers needs include brand recognition, exclusive design, and customer experience. Fabletics is likening themselves to Warby Parker and Apple, e-commerce companies that are defining themselves with data science and enterprise technology. Fabletics’ strategy rewards them a fashion membership brand.
Fabletics is planning to expand by opening more offices. Some of the offices are currently located in Florida, California, Hawaii, and Illinois. The General Manager, Gregg Throgmartin, Fabletics cites that the membership model of the company offers personalized services and on-trend fashion at an affordable price.
Why Fabletics is Unique
Fabletics encourages the use of reverse showrooming, unlike its competitors who find it disappointing. When a customer is shopping at Fabletics, their online shopping cart receives an update while they are picking items. Further, this strategy has enabled the company to establish relationships and gain knowledge about the local market. Moreover, 30 to 50 percent of customers who visit Fabletics are members while 25 percent get membership in the store.
Online Data is the Pillar for Success
Fabletics know that physical and digital displaying of products go hand in hand. Thus, using online data will help to stock the physical store with items that appeal to the customers’ taste. Furthermore, stores are stocked based on social media sentiment, real-time sale activity, and store heat-mapping data.
What Defines Growth
Fabletics has faced challenges over the years, but the balance of lifestyle, customer experience, and consumer education seems to be rewarding. According to Shawn Gold, Fabletics’ brand has grown from 35 percent through the years. Growth is having an authentic representative and an in-house media as well as creative teams that will raise the reputation of Fabletics to more than ten counties.
A Foodie Stays Fit Review by Teri Hutcheon
Teri Hutcheon is a Fabletics member and is interested in sharing her experience. She describes that Fabletics offers new VIP Members an outfit that costs $25 and a discount for other items. Teri insists that the significance of joining Fabletics allows you to get outfits on a monthly basis. Moreover, customers get either two or three piece outfit for prices ranging from $49 to $59.
Teri writes that when joining Fabletics, you survey the type of workout they do, as well as their preferred outfits including carpris, shorts, and tanks. Further, the company offers good prices for high-quality products. Teri gives an example of the leggings she bought from Fabletics. She describes them as being thick and good for yoga practices. Additionally, the leggings offer excellent compression for her legs, and they do not fade when washed.