Making it in the fashion e-commerce market is not an easy task, especially considering that a company like Amazon controls at least 20 percent of this market. However, Fabletics is proving pundits wrong by growing and expanding despite the cutthroat market competition. In 3 years, the venture has grown into a thriving business worth $250 million. As part of the developing ‘active wear’ movement, Fabletics uses a payment mechanic to sell their clothing to its clientele. The principle is straightforward, clients like brands that are inspiring and push them a little, blend this with membership and expediency, and you get a great sales mixture.
Historically, high-value brands have been defined by price and quality of their goods or services, but of late a bulge in economics means this mishmash is no longer an adequate measure of value. Instead, the new determiners of what is high value to the new consumer are brand recognition, gamification elements, last-mile service, exclusive design, and customer experience.
Fabletic’s Marketing Strategies
Likening themselves to Warby Parker and Apple, Fabletics’ positioning and marketing scheme is an enticement for the fashion membership brand. As a result, they will be opening more physical stores this year adding to the sixteen that are presently open in places like California, Hawaii, Florida, or Illinois.
In showrooming, people browse offline then buy goods at a lower price elsewhere, which is killing the counterparts, but as for Fabletics, they have modified the model because of the unique way they started out. Fabletics have turned browsing into a positive. Their current strategies have enabled them to know local markets through events and build relationships instead of using the pop-up store method. Due to this, 30-50% of the people that walk in are already members and another 25% join in-store. Fabletics does not care whether the customer purchases in store, they view retail as another service.
Fabletics understands that in order not to destroy the client’s brand journey, they have to show the correct content in the physical as well as in the digital. By use of local online data, it suggests that physical stores will only stock what is attractive to them and can be switched as trends or tastes change. Social media opinion, membership preferences for local members, real-time sales activity, and store heat-mapping data governs how stores are stocked.
Review of Fabletics
It is a fitness apparel company owned by Kate Hudson. It operates on a monthly membership structure. Soon after joining, you take an assessment on what kind of workouts you do and what styles of attire you like, after which, at the beginning of each month, workout outfits are picked out for you.
Their services are impressive. Compared to the price paid, the quality is much higher. The leggings rival the quality of the Lulu lemon underwear. They have great compression, are thick, don’t fade, and hold their shape and compression over time. The tops are also soft and high quality.