Is it possible to succeed in the world of online fashion when Amazon controls twenty percent of the ecommerce industry? Although it seems like a tough thing to do, Fabletics has shown that it is entirely possible. They are taking on Amazon like no one has ever done before. Fabletics has managed to grow two hundred percent in the past three years and they are now worth over two hundred and fifty million dollars. They use a subscription based service, also known as activewear. It is very convenient for its members.
Customers are moving more and more towards brands who provide a unique customer experience, brands that have a great reputation, brands that go the extra mile, brands that truly care about their customers, brands that have unique designs, and so on. They are moving away from large companies that may have lower prices but do not have all the qualities that are mentioned in this paragraph. This would include websites such as Amazon, where you can get things for cheaper but where you are basically on your own.
Fabletics is also building more physical stores. This lets them use the reverse showroom engineering technique. It is a unique method that lets them satisfy customers who want to come into their shops to try things out but not buy them yet. These customers can then order the clothes that they want from the online Fabletics stores. This is the reverse of the showroom technique that is killing many physical businesses.
Fabletics focuses on having a high value brand that not just has prices that are cheaper and half price than what its competitors offer, which they are able to do because of their membership model, but they are also able to offer service that is personalized according to the needs of each customer. They find out what their customers want and who they are, which is how they are able to make them happy. Fabletics has managed to turn the showroom technique into a positive instead of negative, thanks to the geniuses who are behind them.
Kate Hudson is one of the people who are behind the strategy of making sure the customer has extra mile service for them. She knows how to build relationships with customers and make them happy. She has been helping Fabletics from the beginning. Take the Fabletics lifestyle quiz and discover the right clothes for you.
BandB December 5, 2017
Posted In: Fashion