Fabletics is an online retailer that deals in sportswear and other accessories related to the body. It particularly specializes in women’s sportswear and workout leggings. In short, it caters to almost everything a woman could need to keep smart and gorgeous.
Fabeltics was co-founded by the famous actress, Kate Hudson, in 2013. Its association with this famous star has added to the aura of pleasantness and exclusivity around Fabletics.
Fabletics has become a big name in the fashion industry with its burgeoning size and revenues over the years. During the last three years, Fabletics has grown its business by $250 million. The brand’s growing share of in e-commerce means is equated as a threat to the monopoly of Amazon, which controls 20% of the fashion business online.
The rising success of Fabeltics lies in its customer friendly membership subscriptions and its broad variety of fashion products that cater to women of almost all ages. It also considers the comfort and needs of its clients. Fabletics has come to realize the emerging trends of customer experience and exclusive brand design because these are the most important things for a cool customer who shops online.
Following in the footsteps of Warby Parker and Apple, Fabletics has designed its strategies to extend the scope of its business from the virtual space of internet to the physical space. It plans to extend its presence in the physical arena by adding more stores on ground to its 16 such stores in the large cities across the U.S. It successfully runs such stores in hubs like California, Florida, Illinois, and Hawaii.
The secret behind the growing success and appeal of Fabletics, according to its General Manager, is the brand’s focus on an up to date and redefined adaptation to changing nature of fashion and high-value brand. Besides, its membership plan and tailored service with a niche to provide trending fashion at a lower price than other brands in the market. The managers at Fabletic know how to make people happy by seeking to know who these people are and what they want.
Fabletics is a branch of a JustFab Inc, which launched the brand in collaboration with the iconic Hollywood star, Kate Hudson. Although there were already several brands in the market, there was a lack of stylish and high-quality products on a reasonable price. Fabletics was created to fill this gap. Over the years, it has lived up to its objective of forging a unique customer experience.
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There has been tons of changes to the fashion industry sense the 20th century. After all, there have been many different eras. Also, both men and women have experienced some changes in the industry. One thing that is certain is that the changes that occurred in fashion are representative of the mindsets of the time. For instance, men’s fashion has changed drastically during some eras. Women’s fashion has also underwent changes in different eras according to Don Ressler. Among the changes that have occurred in the past few hundred years are that there have been many different stores and companies that sell clothing.
The recent eras of fashion have brought forth concepts such as fast fashion. Fast fashion is one of the types of stores that tend to attract customers on Pando.com. For one thing, with fast fashion, people get to enjoy some of the trends that they have brought forth at a much faster rate than other types of fashion. Fast fashion companies are the types of companies that have something unique from other companies. Men and women find something that they are not able to find with other companies. Therefore, they have decided that they could have something that they like with these companies.
There is another change coming for fashion. This one involves something that is way better than fast fashion. Don Ressler is bringing forth these changes. This is not about offering some unique items. This is more about dressing the customer. Don Ressler allows the customers to use their imagination to help them come up with new products that they will like. After all, there are many different individual styles. The worst thing that a fashion company could do is throw a lot of stuff at the wall in order to see what sticks which is the very thing fast fashion does.
Don Ressler is looking to dress people of all body types and all sizes. One of the issues that some people are faced with is a lack of availability for the clothes that are their size. This is where he has decided to make TechStyle fashion all inclusive for people of different sizes.
Any e-retailer has to go through a lot to market his business. Hence the marketing model will include informing the customer and making him excited to visit the store or site. Next is to price and present everything in the right way so that the customer purchases. Next stage is to provide efficient customer care and ask for feedback in order to gain customer loyalty. This can mean the transformation of the customer into a loyal member.
Fabletics has taken an entirely different approach from all the major e-retailers including Amazon. They have taken the last step first. This is being termed as reverse showrooming by them. Rather than getting people interested to visit the store, they make the showroom so interesting through deals and offers that customers are prompted to visit it.
Fabletics is fronted by Kate Hudson. It offers workout clothes. These are quality products that are designed for the high-end segment. Fabletics is focused on making visitors as their member first. Hence anybody walking into a store or visiting the site is asked to fill up a lifestyle quiz. This gives an idea about the taste, style, and demographics of the person. Now this person is sent a gift. Hence there is a transformation from a visitor to becoming a member directly.
This brand is quite confident of its goods. They are well aware that nobody can ignore the quality of the workout clothes being provided. Once people receive the free gift, they will try it on. Since the company already has all the details about the customer, hence the clothes will be as per taste and will fit well too.
This would prompt the customer to become a VIP member. This is because of the attractive deals and offers being made available to the VIP members. Hence Fabletics has managed to garner members before they have made any purchase from the company.
In fact, nearly half the people walking in through any Fabletics store are members. Hence these can be considered as low lying fruits. This is bound to lead to higher sales for the company.
There is a monthly subscription fee for the VIP members. It is easily compensated by the savings being made during shopping by using this membership card.
Fabletics ensures that it stocks the latest trends. They are well aware that they are catering to the high-end segment that is knowledgeable and would like to stay fit and fashionable. In the case of those holding the VIP membership, information will be given about the latest trends entering the store. This ensures that the customers do not miss out on anything. In fact, they can be the first ones to sport the latest workout wear. This is why the VIP membership is so attractive for all.
This is a highly innovative and unique approach. Besides, it is working out well for Fabletics. In fact, they are being cited as taking on Amazon with this strategy. It clearly indicates that Fabletics is here to stay!