It is no mean feat for a company to gain success in fashion given that Amazon runs 20% of the whole fashion e-commerce market. However, Fabletics has managed to break the odds. It managed to grow a business worth $250 million in three years. It is part of the developing ‘activewear’ movement. Fabletics favors the subscription mechanic in making clothing available to customers. Customers love brands that push them a little and are aspirational, Fabletics adds membership and convenience in the mix creating a powerful combination.
What Determines High Value to Modern Consumers?
Historically, brands of a higher value were defined by the quality and price of their goods and services but a recent shift in economics occurred. This shift means that this earlier combination cannot guarantee competitiveness and success today. Modern consumers determine a high-value brand based on brand recognition, customer experience, last-mile service, gamification elements and exclusive design. Fabletics likens itself to Warby Parker and Apple and its positioning and strategy have started paying off. Fabletics is set to open additional physical stores later in the year. This will increase the number of stores under the brand from the 16 stores that exist in areas like Illinois, Hawaii, California and Florida.
What is Fabletics’ Secret?
According to Gregg Throgmartin, the general manager of Fabletics, the secret is in the building of a reimagined and modern version of a ‘high-value brand’ from the start. The brand’s membership model allows it to offer more personalized services and on-trend fashion at half the price of the competitors. It is much easier for a brand to make its customers happy when it knows who they are and what they want.
Fabletics’ Reverse Showroom Technique
Fabletics, unlike their counterparts “getting massacred” by showrooming, has managed to reverse this model due to the unique way it started out. Showrooming refers to the situation where customers browse offline and end up buying items at cheaper prices elsewhere. Fabletics managed to change browsing from a negative to a positive. As much as the brand has followed the pop-up store, its current strategy has helped it to nurture relationships, become reliable and understand the local markets better via activities and events. This has seen every 30-50% of people entering the store being members while another 25% of these people become members in the store. Whenever a customer shops and tries on any clothing, it is put on their online shopping cart.
Kate Hudson’s Fabletics is a fitness clothing company that operates via a monthly membership structure. VIP Members buy their first outfit at only $25 plus discounted prices on various other items. Members who do not need anything can skip a month for free. Immediately after becoming a member, customers ought to take a survey to find out their favorite workouts and outfit styles they prefer. Fabletics then picks out workout outfits for every member in the beginning of every month. Fabletics guarantees style, quality, ease of use, customer service and value. If you are looking for the best workout outfits, go on and take a Lifestyle Quiz on Fabletics to get the best workout gear for you.