Succeeding in the fashion industry remains a challenging task. Current statistics reveal that Amazon controls 20 percent of the e-commerce market. Therefore, taking up a challenge with these market giants continues to be a task yet to be achieved. However, a company by the name Fabletics is giving Amazon a run for their money with the current sales technique. Kate Hudson, one of the co- founders have helped develop the fashion company to a net worth of over $ 250 million in a span of three years. The organization specializes in active sportswear and employs subscription services as a way of reaching their customers. According to her, clients look for brands that are inspirational, and that push their style a little bit further. Combining the mix with subscription and convenience creates an irresistible combination.
Today, high valued brands are no longer defined by the cost and quality. A shift in the economic status has significantly influenced the change. Customers are now looking for things like customer experience, brand recognition, uniqueness, and gamification. The strategy employed by Fabletics team pays up handsomely as seen by their recent expansion. They have opened up more physical location adding to the already existing sixteen locations.
What many entrepreneurs ask is how do Fabletics do it? Well, according to the general nanager Gregg Throgmartin, Fabletics membership platform allows them to provide personalized services to their clients. Through this platform, they can sell their products at half the price of their competitors. He added that it is easier to satisfy customers’ needs when you have a clue of what they want. Additionally, the company employs a different technique when it comes to their approach to physical stores.
Fabletics has over time used the tactic of reverse showrooming. The showrooming technique is killing their competitors. Showrooming is whereby customers browse offline and shop elsewhere. Fabletics found a way to reverse the process and turn it into a plus. By doing market research, they have identified requirements of customers based on locations. Consequently, people going to their shops are either members or signup during the visit.
Fabletics is an online active wear shop. By subscription, customers get the best products at discounted prices. During registration, one gets presented with a questionnaire that helps the company identify your specific needs. The products are updated monthly, and clients can choose to renew the subscription or not. The process is relatively straightforward and leaks of goodies. The quality of their products are excellent and complements every style.