Fabletics is an American retailing company that is co-founded by Kate Hudson. They have been partnering with larger online retailing websites like Amazon to sell their products. Currently, 20% of the electronic commerce fashion market is being controlled by Amazon, and Fabletics is one of those smaller start-ups who are benefiting from this growth, and Kate Hudson is very happy in making a $250 million business grow. The company is using the subscription mechanic in order to sell clothes to any individual browsing online, and many have praised the simplicity of Fabletics’ system, causing it to become a hit among the public. Because of the shift in economics, people have also been looking for high value brand alternatives, which should also possess the same aesthetic and quality. Fabletics have managed to deliver what the public wanted – convenience, customer experience, brand recognition and excellent client service – and because of that, word of mouth about the product spread, persuading even thousands more to use Fabletics garments.
Behind the success that Fabletics is experiencing right now is a three point brilliant strategy conceived by the brilliant minds behind the company – and these are reverse showrooming, online data presentation and focusing on people, culture and accessibility. Combine these three and you will have yourself a successful retailing company. But what these techniques really are? Here are the explanations for the three:
- Reverse Showrooming
Reverse showrooming is the total opposite of showrooming, which have been killing some smaller retail businesses. What happens in showrooming is that people will be browsing through their computer and once they found the item that they wanted, they would be going somewhere else to buy the item at a cheaper price. What Fabletics did to this is that they reversed the model and started to build relationships with their clients through the use of the online or on store membership tool. This strategy have been pushing Fabletics to the top of the garment retail industry, and as they infiltrate the local market by meeting some of the people at scheduled events or other activities, more and more people are becoming members and the company’s product portfolio has been predicted to grow even more as the years go by. For comparison, the company has 30%-50% of customers who are walking inside their physical stores every day, while 25% are signing in to become the company’s employee.
- Keeping an Online Data
The stocks at each store’s physical locations are based on what the netizens wanted. What happens here is that Fabletics would track down what the customers’ are asking as well as their sizes, all happened with the use of technology. It will assure the company that customers who are hanging out at their website would have a high chance of purchasing your products.
- Focusing on People, Culture and Accessibility
Fabletics has been growing in the past three years, and one of the reasons is because they are aware of the sensitivities and offenses that are being prevalent in today’s American society. They consider it, and create a garment for all ages, and all sizes. Fabletics has also been looking for greater expansion, as they will be opening a large number of physical stores across America.
If you wanted to know which Fabletics gear is best for you, you might want to try taking up the Lifestyle Quiz to find out!