Amazon holds about quarter of the e-commerce fashion market of the world which shows how strong is its position. However, the news is that Kate Hudson introduced Fabletics three years ago, and it is expected to change the entire scene of e-commerce fashion. In such a short time period, Fabletics has transformed into a multi-million dollar business. The reason for its popularity is subscription mechanic and activewear. The company is a combination of membership and customer’s favorite brand.
Not long an ago, brands of high value were defined by their price and quality. In the near future, the strategies will totally change. Now there are other factors which have a strong impact. They include customer experience, gamification elements, last mile service, and brand recognition. Due to membership of fashion brand, Fabletics is growing like Apple and Warby Parker. The company has fifteen stores across Hawaii, Illinois, Florida, and California. The next one is expected to open soon. General Manager at Fabletics said that his company focused on the brand value from the very first day. He further said that membership of Fabletics allows the company to arrange products at half price for customers. It makes things a lot easier if you know what people want.
One of the reasons why other companies did not succeed was that customers would not buy their products after exploring their outlets. People preferred to buy cheaper products from other shops. Fabletics used the opposite strategy. They changed browsing into a positive thing than negative. The company decided to build customer relationship instead of using the pop-up store. The aim was to become very reliable for the customer. They went to different activities and local market to understand how to do it. The idea was very successful. Before people entered the stores of Fabletics, they were already members. Twenty-five percent people became members on visiting the stores. When a customer is trying something, the product automatically goes into his cell phone. The company does not care whether one buys the product. They want retail to be a separate service.
Fabletics decided to take several steps in order to provide customers with correct digital and physical information of articles. People tend to like a business which provides them with fully true information. Trends change from time to time, and online data can help businesses to choose what items they should keep at stores. Fabletics collect this information through heat mapping and actual sales activity.
Diston Netral, Senior Vice President Fabletics, said although shipping has its own importance, global fashion trends and user preference are necessary to build fashion brands. He added that the company’s success is due to their tricky tests and addition of new ranges. The customer orientated strategies are very helpful although there are several challenges.
Shawn Gold, Corporate Marketing Officer TechStyle, said every year their brand is gaining more than thirty percent growth. The reasons for high growth include reasonable pricing, skilled spokesperson, in-house media, great quality, and innovative teams. Thanks to returning on investment and data science, Fabletics is growing internationally.