Fabletics: Changing the Rules of the Game

In a world where Amazon controls 20% of the e-commerce business, it is next to impossible to conquer or to break even. To be able to defeat the giant, you need to have strategy, tenacity and be audacious and that is what Fabletics have brought to the field.

Fabletics, founded in 2013, uses the subscription method to sell their clothes. The premise may appear easy, but that is what has given them success. In the last three years, the Company has increased their sales to $250 million. Their membership plan has allowed them to offer personalized services to their customers and that is they keep coming back for more.

Fabletics has positioned itself to achieve success by implementing three different strategies:

  • Maximizing on ‘reverse showrooming.’

Most people do not use the online stores to buy their products. They will browse and get an idea of what they want and then find physical stores to purchase the items at a discount. This is a challenge that has affected the e-commerce market for a long time. However, Fabletics have nipped the problem in the bud by opening pop-up stores. Their customers now have stores that they can use to purchase the clothing that they want. 50% of the people who go to the online stores are members.

  • Using the online data

When you become a member of Fabletics, you will be required to fill in a short form indicating your fashion preference. The team will then use the information to stock the pop-up stores. The Company has managed to promote customer satisfaction.

  • They have combined culture and accessibility

Even though the Company has experienced challenges, they have managed to establish a balance between the culture, customer experience and, education.

Fabletics has proven to be a strong contender in the Fashion industry by providing the customers a unique and exclusive brand.

About Fabletics

Kate Hudson is the co-founder and the brand ambassador of the Company. Fabletics is a Fashion Company that focuses on the active wear. They initially started off as an online retail store. However, due to the increase of their customers, they opened up pop-up stores.

Fabletics uses a different mechanism than the other online stores. Their service is exclusively subscription-based. For you to enjoy the benefits of the Company, you need to become a VIP member. As mentioned above, you will have to provide them with information that will help them provide you with personalized service. Every month, you will receive an email with the latest offers. You will then have between 1st and 5th of that month to make a decision. If you don’t find anything that you like, you can skip the offer. Keep in mind that when you fail to take action a credit of $ 49 will be added to your account.

Their products are made of high-quality material, and they are cost effective. They also provide you with various styles and versions that you can choose.

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