FABLETICS-TAKING ON BIGGER BRANDS

Kate Hudson is a leading American actress who has managed to grow her Fabletics brand immensely during the last three years that it has been in existence.

 

The 250 million dollars business is currently competing with Amazon in the e-commerce fashion market. The high-end athletics brand has used various means to push the trademark this includes using the reverse showroom technique.

 

How Reverse Showrooming Works:

Most customers browse offline in online stores and then purchase the desired goods at a cheaper price in another store. However, Fabletics reverse showroom technique ensures that their clients turn the browsing into an actual shopping experience in their store. The athleisure brand ensures that 30 to 50 percent of the customers that walk into their stores already have membership status. In addition to this, 25% of the people end up being members before they walk out of the store. Whenever a Fabletics client is shopping and they try on any clothes they also go into their shopping cart which is online. This is regardless of the fact that the customer will purchase it in the store or as retail.

 

Fabletics also employs the subscription method to make huge sales in the market. This combines the efforts of memberships, convenience, and a desirable brand. Other elements such as unique designs, gamification elements, excellent customer service, last-mile service, and branding have also been instrumental in the sales and marketing of the brand.

 

Currently, Fabletics has 16 physical stores. However, the brand plans to open more stores to boost their presence. These stores are located in California, Hawaii, Florida, and Illinois. The Fabletics Brand Manager, Gregg Throgmartin revealed that their secret is pushing a high-end brand using customized preferences, personalized services, and trendy fashions. The brand knows its customers personally; this helps it to push their customized clothes easily towards the right market at a friendly price. Basically, Fabletics considers the customer value, brand value, and enterprise value first while doing their business.

 

Fabletics stores are stocked using online data from their local members. Other inputs that are put into consideration before stocking the physical store include current sales activity, social media opinions, and membership tastes, among others. This means that Fabletics only stocks their stores with items that they know their members would prefer and purchase. Essentially this also translates into direct sells opportunities.

 

These and other factors have continued to enable the rapid growth of Fabletics every year. Even though every brand has its challenges, Fabletics has managed to use customer experience, lifestyle balance, and consumer education as a means of solving theirs. Moreover, the company has managed to use their knowledge of the modern consumer to grow their brand. To find out which Fabletics gear suits you, you can take the Lifestyle Quiz. The current growth rate of the company stands at 35% annually.