Fashion and lifestyle are two of the most ever changing trends in the world. Remaining in the forefront in the fashion industry happens to be one of the most difficult things. This is because of the stiff competition available in the market. Amazon is said to control 20% of the fashion e-commerce market, which makes it one of the leading entity in fashion sales. Regardless of this high-end competition, Kate Hudson’s Fabletics is competing so well in the industry, having grown to a business worth $250 million in three years.
Previously, high value brands were defined by the price and their quality. The trend however has changed, as this combination no longer serves the full needs of the customers. Instead, customers are more focused on last-mile service, customer experience, brand recognition, exclusive design as well as gamification. These are the new determinants of high-value to the modern consumer. Fabletics are able to provide this powerful combination.
Fabletics has plans to expand their physical stores with time, as its strategy and positioning is paying off for the fashion membership brand. They currently have stores open in places like Hawaii, Illinois, Florida and California. Gregg Throgmartin, the General Manager says that Fabletics is more focused on building better high value brands, and sees their membership model as what helps them to offer personalized services at better prices. They offer services differently in their physical stores by using several tactics.
Encouraging “Reverse showrooming”, is one of these tactics. This where their model offers a platform in which they are able to build relationships with consumers, as well as get feedback and know the needs of the local market. As a result, this ensures most of members remain loyal to their brand. Fabletics competitors have lost a great deal of customers to Fabletics. This is because customers only use the competitors’ platforms to view available brands, then end up buying the same brands at a lower price from Fabletics. Fabletics has been able to reverse this model of offline viewing by potential customer, because of the unique way they started out. Instead creating negativity, Fabletics have turned browsing into a positive view, and this ensures that customers who view their products, are most likely to get it from their outlets.
When you subscribe to Fabletics Membership, you take a survey about what types of workouts you do and the styles of outfits you like. The platform then provides you; on monthly basis, with sampled outfits for you as per your interests. Fabletics is able to meet most of its customer needs, as they under promise and over deliver. This way, they are always able to remain ahead. From the surveys done, the quality of products sold by their outlets is just the best.
Their style is like non-other offered in the industry. They as well offer brands that requires little or no help when using, thus providing efficiency in their products use. Customer service happens to be their strong hold, as serving and knowing the customer needs remains to be the priority of the entity.