According to statistics, a quarter of the fashion e-commerce belongs to Amazon; however, a new company is catching up fast. It is no other, but Fabletics by Oscar-nominated Hollywood actress Kate Hudson. It has been three years since Fabletics was launched, and today, it is a multi-million-dollar business. The secret behind its success is activewear and the use of reverse showroom technique. The company generates sales by combing favorite brand of the customer with his membership.
A decade ago, a high-value brand was defined by its quality and price. Today, the situation has completely changed. It is the time to leave behind old strategies and work on elements like publicity, excellent service, gaming effects, reliable customer service, and special designs. Because of these elements, Fabletics has become as good as Warby Parker and Apple. Fabletics is operating sixteen outlets in four different states of the US, and the next is about to open.
Fabletics’s General Manager told media that his company is focusing on the development of high-value and reimagined brands since it was founded. He explained that the company uses membership system to tailor its services and provide newest fashion trends at lower prices. A company can only make its customer happy when the management knows the customer’s choice.
During the last decade, several fashion businesses failed. The customers explored their showrooms but chose to buy products from cheaper shops. Fabletics decided to use a strategy which was totally the opposite. Instead of making browsing a negative thing, the company has made it a positive thing to develop relationships with clients. Fabletics did not go to the pop-up store, so it is more reliable for the customers. For understanding the domestic market, the company participated in several events and activities. The results of these efforts were outstanding. Whenever customers were visiting an outlet of Fabletics, half of them were members and quarter more became members on the spot. When a person is trying an article, it is sent into his shopping cart. To provide customers with the choice to purchase products from anywhere, Fabletics has kept retail separate.
Since its creation, Fabletics has always shown the correct information of the products in every form. Customers always like a company that provides the right information. Digital information is useful for deciding what to keep at the outlets because trends and tastes keep changing. To collect this information, Fabletics use real-time sales activity, social media, customer choice, and heat-mapping.
Customers have very good reviews about Fabletics. One of them is a blogger named Teri Hutcheon who admires the way Fabletics does business. When she became a member, Teri was asked to take a detailed survey that asked about her workout plan and the outfits of her choice. Every month, Fabletics chooses an outfit for her during the first week. Fabletics makes a choice by using the information she provided on the survey. Tori Hutcheon said that the quality of the products is great. There are several styles, and one gets a lot for just fifty dollars. The website is easy to use, and customer service is fast.