Fabletics is an online subscription store that deals with sportswear and accessories for women. Fabletics has opened 18 brick and mortar stores apart from its online shop. Fabletics members are offered customized outfits that have been selected for them depending on their fashion and lifestyle preferences. Fabletics is a JustFab subsidiary that changed its name to TechStyle Fashion Group in 2016. Fabletics is owned by Kate Hudson. It has been able to register massive success since its inception in 2013. The online subscription retailer has grown a $250 million business in 3 years. Fabletics has been a big competitor of Amazon in the e-commerce market.
Customers are attracted to aspirational brands, and they combine this with membership and convenience to have a successful business. Brands of high value were defined by quality and the price of the services or goods in the past. The concept is no longer sufficient to guarantee success with the current economic shift. The modern customer considers a brand that has high value based on customer experience, last-mile service, exclusive design, brand recognition, and gamification elements. Fabletics has been able to take all these into consideration.
Fabletics likens its strategy and position to Apple and Warby Parker. Forbes said that this is paying off for the company since it will soon open more physical stores. This will add to the already existing physical store located in places such as Florida, Hawaii, California, and Illinois. Gregg Throgmartin is the general manager of Fabletics. He says that their membership model is what enables them to provide customized service and on-trend fashion at half the price of their competitors. Gregg adds that it is easier to impress customers when you understand them well and their needs. One of the methods that Fabletics have used in registering success is through the reverse showrooming.
Fabletics has been able to turn browsing into a benefit through the reverse showrooming technique. Customers take a survey regarding the form of workouts that they do. Fabletics is known for selling quality products. This is one element that has been able to attract customers. Customers are guaranteed that they will get value for their money. Their top selling sportswear is the legging. It is made of high-quality material that is made to suit all women and offer utmost comfort regardless of their size and shape.
Fabletics has a variety of styles for customers to choose. Their outfits have different patterns, fabrics, and are fun. They ensure that they offer the on-trend outfits to enable their members to stay stylish. The outfits offered by Fabletics are cost-effective. They rival with other expensive brands. You are guaranteed to find something at Fabletics regardless of your budget. Regular members and VIP members also get to enjoy great discounts from time to time. Fabletics website looks very nice. It is easy to navigate.