Amazon is big, and no one can deny it. But Fabletics by Kate Hudson is creating ripples in the e-commerce market. It is a $250 million business in just three years! This is due to the unique strategy behind this business promoting workout attire.
Fabletics is being promoted as a high-value brand. Earlier it was all about price, quality of goods and so on. But this is not the recipe for success anymore. There is much more that customers want today. This would include customer experience, exclusivity, brand image and so on. The strategy of Fabletics is placed around these factors, and it is readily paying off.
Fabletics already has 16 physical stores and plans to open a few more this year. They know what their customer wants and aim towards providing them exclusive and personalized service. Besides, their clothes would be priced lesser than the competition.
No one can deny the “reverse showrooming” strategy of Fabletics as it has paid off so well. The e-commerce giants have been highly concerned about customers browsing on their site but making purchases from other places that were cheaper. But Fabletics is all about building relationships. Hence they build a rapport through local events and other activities. This way they have members even before they walk in through the store. Any activity within the store also gets added to their online cart. Hence online and offline shopping behavior working in tandem has led to success for Fabletics.
As per its customers, Fabletics has come out with innovative schemes where they offer monthly memberships. The members can get personalized outfits for their workouts. There are no compulsions here. You can buy when and if you want. No purchases mean no monthly charges. Fabletics will ask you about the kind of workouts you do. Next will be the kind of workout clothes you prefer; like gym shorts, capris, tops and so on.
The quality of their workout clothes has been exceptionally good. This is vital in order to get customers and retain them. Clothes have to be strong and able to retain their flexibility. Next, the colors should not fade too soon. This is an essential requirement of workout clothes.
The customers are highly focused on style today. Fabletics understands this well. Hence they have the latest styles in their stores. They like to keep trendy stuff as well as fun stuff. This way, people have a huge variety to choose from. They are bound to find something that they like.
Fabletics is true value for money as per its customers. This is because members get special privileges. Hence they pay much lower than they would at any competitor. Besides, the quality is very good. On the whole, it can be considered as a really good deal.
In the case of any online experience, navigation is the key. Fabletics offers easy navigation on its site. The sizes, prices, colors and other details are clearly visible. The only issue is that one has to hurry as items get out of stock really fast. But there is an efficient customer service that will take care of issues if any.