Amazon is currently controlling twenty percent of the fashion e-commerce market, but the company has a big competitor now. It’s Kate Hudson’s Fablectics activewear company, and it has grown into a $250 million business within a span of three years. Fabletics is an online retailing business that has targeted female shoppers. They do this by finding a perfect match for athletic wear while presenting an acceptable style that is great during leisure activities. They have an amazing mixture of fitness, fashion, and professional wear. Ideally, anyone can find clothes that are perfect inside of the Fablectics stores.
As a part of the growing “activewear” movement, Fabletics uses a subscription mechanic to sell clothing to its customers. It’s simple. Customers are going to like brands that are inspirational and towards something that can push them further towards their goals. Mix this connection with a convenient membership, and you end up with a powerful combination. Fabletics is using the reverse showroom technique, and it seems to be working very well for the company. The members will tend to browse the items online as well as the physical Fabletics stores to get the same exact products.
In the past high-value brands have been defined by the quality and price of their services or goods. But a recent shift in economics no longer requires this old combination to become competitive. The old ways of selling fashion don’t guarantee success. Instead, things like brand recognition, gamification, exclusive design, and last mile services have become increasingly important to the modern day consumer. The secret to Fabletics rise into the spotlight was building a re-imagined and modern high-valued brand that’s focused on the customer. The Fabletics membership model has allowed customers to get personalized services for on-trend fashion at half the price of competitors.
Some counterparts are “getting killed” by showrooming, this is where people browse offline and will buy items that are cheaper somewhere else. Fabletics has been able to reverse the model with the unique way they started. They have turned a negative browsing experience into a positive one. They chose to build relationships, to become relied on and have gotten to know the local markets through events and other activities.
It makes perfect sense that Fabletics is so popular. When you join the VIP membership, which is free, you get your first outfit for just $25. You also get to take a survey when you first sign up. It asks you what kind of workouts you do and what kind of styles that you like. That way, they can pick out the perfect outfit for you to buy each month. The best part is that there’s no obligation to purchase clothes to become a member.
The quality is amazing for the price you pay, and every outfit ranges from $49 to $59. The leggings are thick so you can’t see through them, they hold their compression and shape over time, and they don’t fade. These workout outfits will last you, which makes the affordable price even better. The fabrics that Fabletics has chosen are all comfortable and soft on the skin while maintaining a high quality. They have a wide variety of styles that range from simple bottoms and tanks with solid colors to items that are fun with cut-outs, sheer fabrics, and bold patterns. This makes it easy for anyone to find something they would love to wear. Fablectics is doing it right.