Amazon controls over 20 percent of the fashion e- commerce market. Such a market share makes them the biggest competitive giants. Competing with such a market force is, however, one of the most daring undertakings an investor can make. One such entrepreneur is Kate Hudson, a model who has managed to grow Fabletics into a multi-million business in a span of three years. Fabletics in an active-wear provider that has employed online subscription mechanism to market its clothing. The inclusion of brands that are aspirational combined with membership establishes a powerful combination that ensures the company remains competitive.
In the recent past, high-value brands have been characterized and defined by the price and quality. Today, with the dynamics of the economics and preferences, the combination is no longer powerful enough to sustain competitiveness in the market. Today, customers watch outs for after services, brand recognition, and exclusive designs. The general manager of Fabletics, Gregg Throgmartin, says that the secret behind the company’s success is as a result of engineering a new image of high-value. Additionally, the membership model allows the institution to understand the customers’ needs and consequently, ensure their satisfaction.
Fabletics have adopted ways that have enabled them to have an ever increasing flow of clients. The enterprise encourages reverse showrooming. The act of showrooming kill business as customer browse offline and shop elsewhere. The reverse technique, however, enables Fabletics to establish good relationships with customer and as a result, over 50 percent of the people visiting their stores are registered, and 25 percent subscribe from the stores.
Fabletics products are of the very best quality. When compared with the price they sell, the products are worth the money. For instance, in the case of underwear’s, the materials are thick and have a great compression. They are soft to the touch, and their colors don’t fade. Additionally, they don’t lose shape and compression even after workouts.
The value is high considered to other brands. A product from Fabletics will go for less as compared to rival brands. An outfit that goes for $ 100 will cost $ 49.95 for VIP members. On the first shopping experience, item purchased goes for just $25. Additionally, the company offers free shipping services.
Fabletics goes further to understand the client’s needs by providing a quiz. New products are then recommended to customers based on their style and kind of workouts. Instead of browsing each and every outfit, the system automatically selects your matching outfits.