Amazon controls twenty-five percent of the online fashion market, but Kate Hudson’s Fabletics is changing the scene. Fabletics is considered Amazon’s next big rival. Just in three years, the company has developed itself into a successful business worth of Two-hundred-and-fifty million dollars. The reason for the success of Fabletics is reverse showroom technique and activewear. It is about combining a customer’s membership and his favorite brands for generating sales.
A few years ago, price and quality used to define high-value brands; however, the situation is different now. One needs to leave the old strategy and focus on factors like exclusive designs, amazing customer service, flashing effects, extraordinary service, and popularity. Today, Fabletics is as successful as Apple and Warby Parker due to all these factors. The company has sixteen stores in different states of the country, and another one is expected to open soon.
The General Manager of Fabletics said that the company is working on reimagined and new version of high-value brands from the beginning. According to him, the membership system of the company allows them to provide latest fashion trends and tailored services at low prices. Companies must know what their customers like to make them happy.
The major reason why other businesses are failing to succeed is not getting the interest of customers. People buy products from other places after exploring their showroom. Fabletics has used the opposite strategy. The company has made browsing a benefiting activity. It also builds the relationship with customers. To become more reliable for clients, Fabletics avoided using pop-up store. The company decided to use activities and events to understand the local markets, and the results were amazing. Fifty percent of the customers entering the Fabletics stores were members, and twenty-five percent became members during their visit. When a customer tries a clothing article, it goes into her shopping cart. Fabletics wants to keep retail separate, so customers have the choice to buy products from any place they want to.
Fabletics shows the accurate information in both digital and physical forms because customer prefers a company that provides them the correction information. As tastes and trends keep changing, the digital information helps to decide what items to keep at the stores. Fabletics use sources like heat-mapping, user preferences, social media, and real life sales activity to gather this information.
Fabletics gets excellent reviews from its customers. Teri Hutcheon is a blogger and customer of Fabletics. She enjoys being a customer of Fabletics. On becoming a member, she took a survey which asked about the types of her workout activities. She was also asked about the types of outfits she prefers. Fabletics selects an outfit for customers at the beginning of each month. The selection of the outfit is based on the information given in the survey. According to Teri, the quality is really good, and styles come in wide ranges. For just fifty dollars, one gets a really good outfit. The customer service is friendly, and the website navigation is really good.
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