About twenty-five percent of the fashion sector in e-commerce belongs to Amazon. It means Amazon’s position is very strong, but there is something new. Kate Hudson has introduced Fabletics which can change the scene. Just in last three years, it has evolved into a business worth of Two-hundred-and-fifty million dollars. Activewear and subscription mechanic is the reason behind its popularity. The company has combined customer’s brand and his membership.
Just a few years ago, quality and price used to define high-value brands. Such strategies will not affect people after a few years. There are new factors which make the difference such as brand recognition, last-mile service, gamification elements, and customer experience. Fashion brand membership is making Fabletics as successful as Warby Parker and Apple. At the moment, the company has outlets in California, Florida, Illinois, and Hawaii. Soon Fabletics will announce its sixteenth store. According to the General Manager of Fabletics, the company is working on the high-value brand from day one. He added that Fabletics’ membership enables the company to offer many things to the clients at a half price. People are easy to understand if they know what they want.
Other businesses failed because people did not choose to buy products from them after exploring their showrooms. People chose to buy those products from other places where they were cheap. Fabletics introduced a totally opposite strategy which was transforming browsing into something positive. Instead of going after pop-up store, the company built relationships with customers and wanted the customer to rely on them. To do this, they decided to understand the local market through events and activities. This idea was a huge success. Over fifty percent of the people entering Fabletic’s stores were members, and a quarter more of them become members inside the store. An article goes into the customer’s cell phone when he is trying it. The company thinks whether or not the customer buys the products; the retail should be another form of service.
To make sure customers get the correct physical and digital information, Fabletics has taken different steps to do that. It is human nature to prefer businesses that show the totally correct information of different things. Online data is very helpful to decide what to keep at the store as trends keep changing very often. The online data is also very helpful for deciding what to keep at stores. This information is collected from a source of real-time sales activity, and heat mapping.
The SVP operations of Fabletics Distom Netral said that shipping is very important, but building a fashion brand requires user preferences and international fashion trends. He said that his company continuously add new ranges and conduct tricky tests for success. Despite many challenges, the customer friendly strategies are helping customers the most.
TechStyle Corporate Marketing Officer Shawn Gold said that their brand is enjoying over thirty percent of the growth every year. There are many reasons for this high growth which include creative teams, good quality, in-house media, a talented spokesperson, and excellent price. Fabletics is expanding to many countries now due to data science and return on investment.