Kate Hudson’s Fabletics is making inroads in the e-commerce fashion market to stake its rightful claim, in a move that has placed it on direct path with Amazon. According to Forbes Magazine article published on November 2016, Fabletics is a fast growing activewear currently valued at $250 million, while Amazon controls 20% of e-commerce fashion market. Industry insiders attribute the record breaking growth of Fabletics to a number of factors, including effective use of a subscription mechanic that encourages brand loyalty, target marketing, subscription membership and service convenience. The technique has worked for Fabletics because highly valued brands are always identified by the quality of goods or service offered and price. To make its marketing strategy work efficiently, Fabletics has also deployed additional elements.
These include last-mile service, element of gamification, customer experience, exclusive design and brand recognition. The other strategy that is keenly being followed by Fabletics is positioning the company along the lines of successful entities like Apple and Warby Parker. The company has realized this target by opening up several brick and mortar stores in Illinois, California, Florida, and Hawaii and other places. Fabletics currently operates 16 physical stores. According to the company General Manager, Greg Throgmartin, the other secret to Fabletics success lies in its foresighted strategy to create a modern, re-imagined version of high value brand from the onset. Through this strategy, the fashion brand has effectively roped in its membership model to offer personalized service by selling trendy fashion at half the price offered by competitors.
With regards to the stores, Fabletics follows a three-prong approach that encourages reverse showrooming, smart use of online data and a marketing approach that focuses on accessibility, people and culture. Fabletics has indeed turned around how reverse showrooming is conducted to its advantage; unlike most competitors who have taken heat by having people visit their websites and buy elsewhere. For Fabletics reverse showrooming strategy, the most important thing is making the browsing experience positive by building lasting relationships. The move has seen many subscribing members visit the store to make purchases. The other bit of the strategy involves submitting the articles related to the items customers are interested in into their shopping carts, whether they chose to conduct their shopping in the store or elsewhere.
Fabletics is a leading fashion subscription retailer that offers a wide selection of trendy women’s sportswear and other accessories through a personalized marketing strategy based on individual preferences. When a new member registers, they are asked to complete a survey that covers their individual workout and lifestyle preferences. Once the form is submitted, Fabletics sends personalized outfits to the member at the beginning of every month. According to Wikipedia, the company rebranded to TechStyleFashion Group in August 2016 and remains a subsidiary of JustFab. The firm was established in July, 2013 by Adam Goldenberg, Kate Hudson and Don Ressler. The online subscription retailer unveiled its first brick and mortar store in September 2015 in malls operated by General Growth Properties and Westfield.