Most customers who have shopped for their clothing with Fabletics will attest to the fact that the whole thing is awesome.
How does Fabletics sell clothing to its customers? First, a customer signs up to be a member, and then he or she can purchase clothing at half the price of their competitors. Customers can get customized and on-trend clothing at unbelievably low prices. With more stores opening across the United States, Fabletics is claiming its share of the clothing market from no other than Amazon.
Fabletics has put into practice a number of strategies that has left Amazon scratching its head. It is just a matter of time before Fabeltics, a company that has grown by over $250 million in the past three and half years, grows to the stature of Amazon if the growth figures are anything to go by. The company’s growth plan focuses on accessibility, people, and culture. With a growth rate recorded at 35%, a figure that has been corroborated by Techstyle Group’s Corporate Managing Officer Shawn Gold.
Data that is gathered from customers by use of online avenues is used together with the available data about global trends. When you join as a new member, you are asked to indicate which types of outfits you prefer for your workout. There is a wide variety of outfits available, all of the top quality. The result is a collection that satisfies local preferences, social media trends and changing tastes in general. Fabletics understands that fashion is a highly volatile industry where trends emerge and die and reappear, sometimes with minor or major modifications. Protecting the customer’s brand journey is the company’s foremost concern.
Fabletics relies heavily on building relationships. This process begins by mining important information about the intended market by setting up events and related activity. This basically means that the company can be relied upon by the customers. Nearly half of the clients who purchase from the company’s shops are already members while a half of the rest become members in store. Whenever a customer is impressed by an article of clothing and goes ahead to try it on, the article appears in the customer’s shopping cart.
For Fabletics, it doesn’t really matter whether the customer makes the real purchase. Their aim is to make browsing constructive. This technique is what has been christened as ‘reverse showrooming.’
My verdict is this: Fabletics is a great deal, maybe even greater than Amazon is.