Doing well in the fashion industry, and especially on Amazon is a dream come true for every brand. Fabletics is doing very well on Amazon and has succeeded to build a $250 million business in a span of three years. This company uses distinctive tips to get the customers and to maintain them. Most people like brands that have a future and requires a little more effort from them. This mixed with membership as well as convenience are the strong tools that Fabletics uses to get more subscribers.
In the past, expensive items were perceived to be of good quality. Nevertheless, with the current shifts in economic, this is no longer an adequate tactic to use to remain competitive in the market. Nowadays, some of the tools that define the quality of products are customer experience, gamification elements, last-mile service, exclusive design, and brand recognition.
Besides the online sales, Fabletics is planning to open more physical stores in additional to the current operating stores in Hawaii, Florida, California, and Illinois. According to Fabletics’ General Manager, Gregg Throgmartin, the major secret behind their success is their ability to create a reimagined and modern description of high-quality brands from the word go. Their membership model allows the firm to offer personalized services and trendy pieces at an affordable fee. Fabletics know what people want, and this makes the clients happy with their offers.
Techniques employed by Fabletics to attain success in the fashion world
- Reverse Showrooming
Most businesses do not succeed in Showrooming. Prospective clients browse offline and then acquire the items elsewhere at a lower price. Fabletics has reversed the Showrooming, and this has brought a positive effect to the brand. It is among the few firms that have managed to turn browsing into something positive. The current strategy applied by Fabletics makes them reliable to the market and establish relationships through events. 30-50 percent of the people who walk into Fabletics are already members. 25 percent of the people who walk into their store will become members. Whether a client shops online or offline, he/she will receive the amazing offers and the excellent customer service.
- Using available data to stock retail shops
Displaying the right products in the physical as well as online stores is requisite so as to maintain the client’s brand journey. Fabletics uses online data to stock the physical stores. This ensures that the physical stores have products that appeal to the people in that locality. Stores are stocked according to the social media sentiment, membership preference for local members, real-time sales activity, and store heat-mapping data. According to the SVP Operations for Fabletics, Dustin Netral, the brand is built by combining the global fashion trends and the customer’s preference data to improve satisfaction.
- Growth is achieved by focusing on people, accessibility, and culture
As the company progress to new markets and new competitors, new challenges pose in the way. Nevertheless, the company moves beyond all the challenges and managed to record a growth rate of 35 percent in one year. The firm believes that growth is an outcome for having great products at a good price.
Fabletics can be nominated as one of the fast growing companies that understand the needs of the modern consumer. They have fast distribution services, great membership programs, and smart purchase options.