In recent years, the fashion e-commerce market has been dominated by Amazon. But somehow, despite all the obstacles, Kate Hudson’s Fabletics is succeeding where others have failed. Launched in 2014, Fabletics has quickly become a $250 million business.
It used to be that high-value brands were identified by price and quality of the products or services. But in today’s society, consumers care more about the extra mile that companies are willing to go. Just having a quality product at a fair price is no longer enough to succeed in a competitive market.
Not only has Fabletics found to compete and succeed in the e-commerce market, the company has recently begun opening physical stores. Like other popular brands such as Apple, Fabletics is exploring the benefits of physical stores. So far, Fabletics has only sixteen stores in major cities across the U.S.
Sixteen doesn’t sound like a big number, but taking into account how many other brands don’t survive such a progressive step, Fabletics is right on track with 16 stores. Most brands that try to open physical stores are “killed” by “showrooming.” That’s when customers browse a store’s inventory before going home and buying the desired item(s) online from somewhere cheaper.
Rather than fight against local showrooming, Fabletics has introduced “reverse showrooming.” They’ve figured out a way to turn a negative into a positive. Reversing the typical model goes hand-in-hand with the way they started out. Fabletics actually encourages visitors to browse around.
This strategy enables them to build and strengthen customer relationships and get to know the local markets better. By hosting events and other activities open to the public, Fabletics has ensured that most of their visitors are already members. Those who aren’t members, about one-fourth of them, become members in store.
Another strategy used by Fabletics is information other than online data. While online data does play a role in their physical stores’ success, they also rely on personal customer feedback. They set up their stores in a way that embraces their local members.
Fabletics also does its best to create a positive atmosphere for its members. The in store culture that Fabletics has created was designed specifically for the customer. Everything Fabletics does in its physical retail stores goes toward providing every consumer with the perfect shopping experience, whether it’s online or offline.
Fabletics is a brand that prides itself on member satisfaction. When new members join, they first have to fill out a short survey. The survey details things like the types of workouts and styles they prefer. After the survey is processed, at the beginning of every month, workout outfits are handpicked and showcased for the member to choose from.
Every about Fabletics is on the up and up. The quality of their products is superb. The styles are beyond what anyone would actually expect from a membership brand. The prices are more than fair.