Fabletics has been on the rise in the fashion e-commerce market, attaining a net worth of $250 million in just three years. Considering the big wigs who control a big percentage of this market, such as Amazon, achieving this success has not been a walk in the park. There was a need to divert from the standard ways of pushing products and adopt a different approach. Fabletics uses a subscription method, which provides the clients with the much-needed convenience in making purchases. This subscription is open to anyone and promises members value for their money, which makes it highly recommendable. In the recent times of economic changes, many factors, such as brand recognition, good customer service, after sales service, and unique designs have come to play in sky-rocketing any business and Fabletics has not been left behind.
Better Customer Experience
Fabletics’ clients enjoy a more personalized experience, with highly fashionable items and significant discounts through the subscription method. According to Gregg Throgmartin, Fablettic’s manager, using this approach has allowed the company to know the clients. The strong online presence combined with events and other assorted activities, the company gets to study the market and understand what the customers want. The physical stores get to stock items that match with the membership preference, social media reactions, physical sales, and other related factors. Relations have been built, which has seen Fabletics get recognized as the most reliable fashion e-commerce in the market. More and more members have continued to sign up. A big number of those frequenting the physical stores are already members whereas about 25 percent sign up in the stores. Challenges have been there, but Fabletics has learned to invest affordable and high-quality products.
Over the last four years, Fabletics has recorded a rise in the social media followers as well as the monthly memberships. 18 physical stores have been opened, and there is still potential to expand even more. The parent company, the TechStyle Fashion Group, has served as an additional incentive to Fabletics.
Kate Hudson’s keen eye for details enabled her to identify the gaps that were in the market. She moved with speed to fill them. That’s how she came up with the idea of creating wears for all sizes and shapes. Hudson is also actively involved in the running of the business by analyzing data to stay up to date with trends in the market.