They are a fitness company owned by Kate Hudson and operate on a monthly membership structure. VIP members buy their first outfit at twenty-five dollars and get discounted prices on la carte items. The main benefit, however, is you get clothes curated for you each month, and you can get three pieces for as less as $49. Those who do not do anything can skip the month with no charges.
Reason to choose Fabletics
- Quality clothes for the value of your money
- More styles so you can enjoy the freedom of choice
- Excellent customer service
- Easy to use
Succeeding in the fashion industry where Amazon controls 20% of the online fashion market is not easy. However, Kate Hudson’s Fabletics has beaten all the odds and grown a quarter billion dollars business in three years. They use a subscription mechanic to sell clothes. The idea is simple, clients like products that are inspirational. When you combine this with convenience and membership, your brand will sell.
Nowadays, brands are not just defined by quality and pricing. The shift in economics means you have to offer something extra. Things like customer service, gamification elements, and brand recognition are increasingly overtaking the two in determining the success of a product. Fabletic’s strategy of membership has been paying, and it is evident by the fact that they will be opening new stores.
So what is the secret?
According to Fabletics general manager Gregg, the secret is sticking to their membership strategy since day one. It allows them to offer trend fashion and personalized services to their customers for half the price compared to their clients. He adds that it is easier to make people happy when you are aware of their tastes and preferences.
Ways Fabletic’s are running physical stores differently
- Encouraging reverse showrooming
When competitors are making losses because of showrooming, Fabletic’s is taking advantage of it. Showrooming is where clients browse offline then get the items elsewhere. Fabletic’s have turned this into a positive way. Their current model enables them to be trusted, and to know and understand the market better.Majority of the people who walk in are already members.
- They understand having online data is crucial but getting success; you have to do more.
Fabletics offers the right content to all its customers. They use the online preference data to stock stores with products that will only please their customers. Their stores are stocked using membership preferences, social media feedback, and sales activities.
- Their growth is due to focusing on client’s, culture, and accessibility
Although Fabletics has its challenges, the balance of consumer experience and lifestyle is improving as they continue to grow. The growth has been attributed to quality products at affordable prices due to their great model. They have been listed as one of the fastest growing brands, aware of the new consumers.
In conclusion, although Fabletics will have competitors, they seem prepared to handle them and stay winning.