The modern fashion industry is no cake walk, not with the preponderance of the well-established digital marketing giant Amazon making a claim to over over 20% of all e-commerce fashion sales. Nevertheless, with a big name like Kate Hudson at the helm, Fabletics is going against all odds. In the last three years, this company has created a net worth of over $250 million.
How is Fabletics Making such a Splash?
The twists and turns of a modern economy must be met with versatility and innovation. This is why Fabletics is taking the attention off the conventional high-prices and top-quality, to create a presentation that will appeal to the modern consumer. High-prices are no good if the same designs can be found cheaper elsewhere and who will by top-quality if the design is awful?
Today it is all about stylish design, brand recognition and exquisite customer service. These are the qualities a modern buyer really has in mind when making their fashion selections. Fabletics is seeing success by taking these important factors into consideration in completely new ways. Following are some of the innovative marketing strategies seen by the Fabletics corporation.
The “Reverse Showrooming” Methods
Showrooming has gotten bad results by bigger fashion companies as their clients will browse the showroom, find what they like and then proceed to find the product cheaper somewhere else. At Fabletics, they have re-invented the showroom for maximum efficacy. They have made the browsing a more engaging action and this helps them to build a long lasting relationship with their valued shoppers.
They take the time to build a lasting relationship with their shoppers before they even invite them to their physical locations. This is done with various events and online activities, the effects is that 30% of all customers who walk into their doors are already members of their community and 25% will be as soon as they leave.
Improved Use of Online Data
The business data that a company can gain on it’s products and the customers to which they market is crucially important. Of course collecting data is not going to do a thing. Fabletics does a fine job of analyzing, planning and stocking their physical locations with hot items their clients will love. How do they know? By keeping tabs on the sentiments gathered from social media platforms, real time sales and store heat mapping. This way they always have what their customers want on hand and avoid the inefficiency of being over or under stocked.
Insightful Focus on Accessibility, Culture, and People
In addition to cultivating high-quality relations with their local clientele and keeping track of important data, Fabletics takes their customer service to the next level with balancing demanding lifestyle and fitness goals with the joys of the experience and helpful client education. By ensuring the experience of the shopper in the store they greatly improve their customer experience and the possibility of return shoppers and new shoppers arriving on recommendation.
In the end, it is all about approaching the modern market in a new way and engaging clients as friends and allies whose success will benefit your business.