Fabletics was launched almost three years ago by co-founder Kate Hudson, who has become one of the most notable faces of the new venture. Since then, the company has managed to grow into a 250 million dollar enterprise. It has also become the market leader of the increasingly popular athleisure movement. But how did they manage to beat out establishes fashion brands to become such a massive success?
One of the biggest competitors in fashion e-commerce Amazon. The global giant has cornered more than 20 percent of this market. Therefore, any emerging brands must come up with a flawless, targeted plan to successfully go up against the behemoth. Fabletics found the perfect recipe for success by designing a great product, utilizing innovative marketing techniques, and ensuring a pleasant user experience through convenient subscription and purchase.
In the past, luxury brands have distinguished themselves through superior product quality and expensive pricing. But, recent changes in customer behavior has made it impossible for brands to flourish based on just these metrics. Instead, customer buying decisions are now influenced more by unique designs, brand recognition, and emotive ad campaigns.
Fabletics have incorporated all this into their overall strategy, and have even gone a step further. They have been able to flip the concept of showrooming on its head and effectively apply the reverse showroom technique. This involves the company knowing their target audience better and developing strong relationships with them. In this model, up to 50 percent of the people who visit a Fabletics store are already subscribed, members.
And based on reviews by regular users, this strategy is clearly working. A particularly popular review rated Fabletics’ proving quality as higher than anticipated at the company’s price point. Further, the availability of a wide range of unique styles to suit various tastes was also seen as a plus for customers. Another point in the company’s favor was its website, which the reviewer said has a beautiful, fun design and is easy to navigate.
Another reviewer famous for searching out the best deals gave Fabletics her seal of approval. She is especially enamored by the low prices on items especially for people subscribed for VIP membership. Overall, she named Fabletics a great bargain considering the quality of merchandise a buyer can expect to get.
In the end, it is no wonder that Fabletics was able to be successful in such a short time. They have been able to offer unique designs at an affordable price. As they continue to beat out their competition, Fabletics is sure to establish themselves as an enduring global powerhouse in no time.