Fabletics is succeeding where other fashion brands have failed. With Amazon controlling over 20 percent of the fashion e-commerce market, it’s nearly impossible for another company to thrive. Fortunately, Kate Hudson’s Fabletics is doing just that. In the three years since its launch, Fabletics has grown into a $250 million business.
Fabletics has essentially corned the market on the ‘activewear’ movement. Before Fabletics was launched, the founders wanted to create a place where customers could find high-value activewear that was also affordable. To achieve this, Fabletics uses a subscription mechanic that interacts directly with customers. The overall goal is to provide members with inspirational brands that push the individual’s fashion comfort zone.
In today’s markets, having a good product at a good price no longer guarantees success. Consumers prefer brands that go the extra mile for them. So things like customer experience and brand recognition outweigh price and quality in the consumer’s purchase decision. Basically, it’s customer-first-culture that defines high-value brands.
Like other successful e-commerce businesses, Fabletics has moved onto opening physical stores. Currently, Fabletics has sixteen stores in major cities all over the country. But successfully operating these physical stores into today’s world is not easy.
Many shoppers use a technique known as “showrooming.” People only browse stores’ inventory but then buy the same items they saw in the store somewhere else for cheaper. To solve the showrooming problem, Fabletics introduced “reverse showrooming.” Reverse showrooming is a strategy that enables Fabletics to build relationships with visitors and members alike.
The hope is that by having events and other activities open to the public, the Fabletics stores will be able to get to know the local markets better. As a result, most of the people that visit the physical stores are already Fabletics members, and about one-fourth of visitors will become members that day.
For anyone looking to exploring whether or not they’d like to become members, there are plenty of online reviews that offer non-sponsored opinions about Fabletics. One such review complemented Fabletics on the quality of its products.
Most brands that offer low priced brands tend to be made from lower quality materials. In comparison, the quality of the products that Fabletics offers is actually pretty good. For example, the quality of the leggings actually rivals those of Lululemon Underwunders. The leggings are thick, so there’s no possibility of see through problems, and they hold their compression over time.
Another real-life shocker, the styles on Fabletics is amazing. There is a much wider variety of styles than one would think. Fabletics has everything from simple tank tops to cut-out and sheer fabrics. Fabletics has something for everyone.
The biggest surprise of Fabletics is pricing. Whereas other high-value brands products range in the $80 to $100 range, Fabletics products are in the $40 to $50 range. For the same amount of money spent on 1 pair of Lululemon leggings, Fabletics members can get 2 pairs of leggings.