By now everyone not living on Mars has seen commercials advertising Kate Hudson’s fashion line called Fabletics. Kate and other fashion icons dance about in trendy athletic wear to encourage us all to order from her company, Fabletics.
It’s a cute play on words. The first section is the word “fab” a somewhat a campy way of expressing approval and even fun. The second part of the company name is the end of the word “athletics”. It’s memorable and playful.
Putting the Order before the Showroom
Fabletics has elected to take a backwards approach to brand building. The well-trod path would be to develop designs, advertise and then start opening stores – hoping people will come in and shop. The stores are the showrooms for the offered products.
Rather, Fabletics refused to build any structures until the brand was established. The website became Fabletics’ virtual showroom, uniquely not supported by any brick and mortar store anywhere.
Fabletics further reversed the traditional retail approach by using a subscription approach to sales. Many, many retail entities offer incentives, point systems, multiple purchase discounts and coupons. The difference with Fabletics is that the company wants to sell to customers and keep them; Fabletics is founded on the concept of regular, repeated business.
Becoming a VIP
Many people are hesitant to subscribe to anything. Too many of us have had experience of magazines we never read, books we never remember to return and boxes of fresh veggies that rot in the crisper before we can use them.
To entice people into the subscription, Fabletics makes an offer too good to refuse. They offer some excellent examples of their craft at a substantial discount, with a little catch. Before you become a VIP, you take a short survey of your fashion and athletic habits and preferences. This data is the foundation of the unique collection Fabletics will create for you.
Fabletics is not only offering quality, fashion-forward products are substantial discounts, they are also offering to provide a curated collection for you. They track your purchases and returns, adding to their database, and each monthly, automatic order reflects their information on your personal preferences.
VIP with a Plus
By combining fashion with personalization supported by competitive pricing and a wealth of discounts, Fabletics is creating a VIP club you can’t afford to miss. Each aspect of the marketing builds on the previous to add depth to the connection between the customer and Fabletics – it’s a remarkable concept, and is seems to be working for Fabletics.
From Reverse Showrooming to the Showroom
With a dedicated, established customer base brought on by subscription, Fabletics is now creating physical stores. However, even those traditional stores are far from traditional. Fabletics uses the data collected from various geographic areas to stock each store with clothing that is popular in that area. See how remarkable this is? It’s a perfectly balanced circle that is poised to keep bringing in new Fabletics customers.