In the past decade, many businesses have been establishing e-commerce websites to sell their products. The online business is however dominated by industry pioneers such as Amazon. The company’s site attracts about 20 percent of the online shoppers. Fabletics is a relatively younger firm that was established in 2013. The firm has majored in selling athleisure wear products through its e-commerce platform. It has an excellent subscription service that has currently attracted millions of clients from different parts of the United States. The great strategies that it uses have enabled it to grow into a major competitor of Amazon.
The founders of Fabletics are Kate Hudson, Don Ressler, and Adam Goldenberg. Hudson has been striving to make sure that the products that the firm provides to the clients are durable, trendy, stylish, and fashionable. Athleisure wear makes people feel active and can either be worn to the gym or as casual clothing. The value of the firm has risen rapidly in the past three years, and it is estimated to be about $250 million.
The excellent marketing plan that Fabletics uses has enabled it to grow its brand. Its subscription package has been attracting more clients each day. The growth of the firm has been facilitated by its use of its online platform as well as brick and mortar stores in selling products. Having a double outlet system increases the accessibility of the firm’s clothes to the clients. Fabletics operated 18 physical stores by the end of last year and plans to establish 12 others by mid-2017. The new brick and mortar shops will be located in Illinois, California, and Hawaii.
The membership plan that is offered by Fabletics cannot be matched by its competitors. All its subscribers are sold products at a discount of about 50 percent. Its members are also offered special discounts whenever they purchase clothes from its physical stores. The company sells its customized products cheaply compared to other businesses.
The growth of Fabletics has also been facilitated by its unique marketing plan that is known as reverse showrooming. Many companies do not believe in the tactic, but the firm has used it successfully. Fabletics has been getting more clients in its brick and mortar stores by inviting online shoppers to visit them. Its way of interacting with customers has enabled it to develop long-term relationships with them. The firm also ensures that it offers the best after sales services.
Fabletics has been utilizing online data to assist it in establishing great retail strategies. The type of clothes that it stocks is greatly influenced by sentiments that are made on social media and the preference of the clients. The firm meets that fashion needs of its customers since it understands their tastes. Customers are required to offer some information when they are registering as members, and this enables stylists to determine products that suit them. The firm sends customized clothes to its members once a month. It is devoted to offering to excellent shopping experience to all its customers.
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