Taking on retail giants like Amazon is no easy feat, but Fabletics has done just that and how. Fabletics started as a start-up in 2013, and is just over three years; the company has around 1,400 employees, 17 stores across the nation with more to come, and an annual turnover of over $250 million. The brand has managed to create a niche for itself in the “Athleisure” segment and is now the most preferred brand in its segment, because not only the Katie Hudson, famous actor and fitness model, angle has worked for the company, the brand focuses and provides value for money. Kate Hudson is one of the co-founders of Fabletics and has been able to market the brand in a very efficient, subtle and personalized manner to the masses. It has created a very distinctive niche for itself in the market filled with endless online portals selling fashion and fitness clothing.
Fabletics has recently applied the reverse showroom technique to its business model that has helped the company further to market its products on a greater scale. The company integrates the data for consumer preferences it gathers online from its site to use it for marketing for more productivity. The Fabletics showrooms stock the items that are known to be popular among the consumers. It has worked for the company because the active members can go to the store and buy products for themselves without having to wait for the delivery, and helps to convert the non-members who walk-in to the company’s stores. It is the collection of the reverse showroom technique and other marketing initiatives the brand has implemented that it continues to hit the record growth rate of 35 percent annually since last three years.
Fabletics believe in providing value for money to its customers, and this can be seen in the numerous reviews customers have left at various venues online. The members find it easy to choose from the new and updated collection designed for them each month, and since the price of Fabletics clothing line is a fraction of what its competitors charge, the customers are more than happy to buy what they see. The brand aims to take care of each of the aspects of shopping online in a very personalized and convenient manner to elevate the customer satisfaction by a high margin. The VIP members of the company get a lot of perks upon joining, and they are not charged anything for the month they do not purchase anything.
The collaboration of data-aware marketing, smart distribution network, a user-friendly membership program and easy shopping options make Fabletics one of the most sought after brand in the fitness clothing niche online. The brand has lots going on under the surface to continue to update and upgrade its services and offer customers more value for their money. The brand believes that it is this constant renewal of their commitment to its customers through new designs, better services and value for money products that it is now an established business and not a start-up anymore.