Fashion e-commerce market has grown intensively over the years. It has attracted many investors who have pumped billions of dollars into the sector. Currently, Amazon is the largest fashion e-commerce company, controlling 20 percent of the market. However, this firm is facing a stiff competition from other fashion heavyweights like Kate Hudson’s Fabletics. Hudson has grown this business to over $250 million within three years. The company sells outfits to its many clients through a subscription mechanism. Kate Hudson, who is one of the senior managers of the firm, has managed to make Fabletics an aspirational brand that meets the fashion needs of its clients. She has combined this attribute with convenience and membership to make Fabletics a brand that resonates with people.
Today, brands are focusing on practical strategies for increasing their competitiveness. Other than quality and price, they are concentrating on aspects like exclusive design, customer experience, gamification elements, brand recognition, and customer experience. Fabletics is giving other top brands like Warby Parker and Apple a run for their money. The brand is on the verge of opening more retail stores in strategic cities in the U.S. to ease congestion in those already operating in California, Hawaii, Illinois, and Florida.
Why Fabletics is outshining other brands
- Fabletics adopts reverse showrooming
Fabletics employs a reverse showrooming strategy whereby people conduct research about products of their interest and proceed to acquire them from the firm’s stores. The company has succeeded in taking advantage of browsing. Its reverse showrooming approach has enabled it to cultivate relationships, increase its reliability, and gain a better understanding of the market via events and other interactive activities. Thus, 30-50 percent of shoppers who enter Fabletics’ stores are already members and nearly 25 percent earn their membership while in store.
- A retail strategy based on online data
Fabletics displays the correct content in both digital and physical stores to improve clients’ brand journey. Leveraging online data concerning preferences, the firm ensures that only items that are appealing to clients are stocked in physical stores. Fabletics selects items to stock based on a wide range of aspects, such as social media sentiment, real-time sales activity, and membership preference.
Fabletics in Brief
Fabletics is among the top fashion firms that design and sell women’s sportswear and other accessories through the online platform. The fashion giant is popular for its outstanding e-commerce business strategy and it boasts over 20 retail outlets. It delivers high quality and personalized outfits to its members. Fabletics is one of the subsidiaries of TechStyle Fashion Group.