Kate Hudson’s Fabletics has in the recent past taken the fashion e-commerce industry by storm, staging a spirited competition against veteran companies such as Amazon. The activewear firm grew exponentially into a $250 million valued enterprise within a record time of three years. This was not an easy achievement as it sounds – the company had to apply innovation at its best. To get hold of clients, the firm introduced a membership model, which once a customer subscribes; it simplifies the entire process of shopping for clothing. This was a brilliant idea in the sense that clients place aspiration and convenience ahead of all the other things. Unlike in the past when price and quality were the only parameters for the value of a commodity, these days value has more to do with design, customer loyalty, after sale services, and brand recognition. Most importantly, gamification is a fundamental business technique that an enterprise must employ to win the loyalty of a modern consumer.
Fabletics is increasingly outshining its competitors due to its understanding of the modern market. As a strategy for taking services to the people, the company has been opening physical stores across the U.S. As of now; the already running offices are almost twenty, distributed in states, such as Hawaii, Florida, California, and Illinois. According to Fabletics’ M.D., Mr. Gregg Throgmartin, the company will be opening more offices in other states in the near future. In his assessment, its subscription technique is the one that has unlocked the company’s business puzzle by enabling it to offer customized services to each client. Gregg further added that the subscription method has not just brought convenience to the customers’ side, but it has also enabled Fabletics to reduce its clothing prices relative to its competitors significantly.
Online showrooming has been used for some time now. It involves clients browsing over commodities online and researching on them, and then stepping into a physical store to finalize their purchases. Most times, companies are disadvantaged by this approach since some clients may decide just to compare prices online and then buy cheaper commodities from competitor companies. Unlike other businesses, Fabletics managed to overturn the negatives of showrooming into positives by launching a more advantageous technique of reverse showrooming. In this technique, when clients purchase commodities in a physical store, the purchase reflects in their online carts. In this technique, the company is engaging its customers in relationship building activities where it creates a rapport with them. The immediate consequence of this is that the customers provide reliable information that the company can utilize to understand the local market. The long-term impact, on the other hand, is that most of these clients become members even before stepping their feet in a physical store.
A Customer Review
Teri Hutcheon is a blogger for A Foodie Stays Fit and a body fitness enthusiast. She has been a client at Kate Hudson’s Fabletics, and therefore she can be relied upon to give an honest review of services at the company. In one of her reviews, she described Fabletic’s products as of high quality and relatively cheaper than other businesses. Her honest submission was that Fabletics is a company worth trying.