Fabletics has become dominate in a market that is primarily dominated by Amazon. Fabletics has grown to become worth $250 million, and it is continuing to grow in popularity and in size. What sets Fabletics apart from similar marketing structures is that Fabletics uses a subscription service and offers a personalized shopping experience for its customers. Fabletics has its members take a lifestyle quiz to find out what the best fit and style is for every one of their customers. Fabletics offers not only convenience but a membership to a great clothing brand as well.
Name brand clothing has traditionally been defined by the quality and the price of the products, but that’s no longer the case in this day and age. These days the consumer is seeking out convenience and service. Design and gamification are also important factors that help the consumer to decide whether they are going to buy a product or not.
Fabletics plans on opening additional stores and already have stores located in Illinois, Florida, California, and Hawaii. According to Gregg Throgmartin, the General Manager of Fabletics, the membership model of Fabletics is what helps them to offer such great service and at a fraction of the cost of similar products.
Fabletics uses a technique known as “reverse showrooming.” This is basically where customers shop offline but then end up buying the same items somewhere else for a lower price. Fabletics turned these shopping habits into a plus for the company and have slowly grown the company rather than going the pop-up route that many competitors take. This resulted in 30-50 percent of customers already being members who walked through the door s of a physical store. It also meant that 25 percent actually became members while shopping in their physical stores.
Fabletics has not gone unnoticed, and even celebrities have fallen in love with the brand. Fabletics was founded in 2013 and has since become known as the personalized athleisure brand. The brand encouraged women to embrace the shape they are and to feel great in what they wear.
Although Kate Hudson has no background in business, she has a great style sense and stays very involved with her growing company. This dedication has helped her to understand what the customer wants and ultimately doesn’t want and has allowed her to adjust her product line to fit the consumer. A great way to find out what the customer wants is for new members to take the Lifestyle quiz ad well.