Succeeding in the fashion industry at a time when Amazon already controls more than 20 percent of the e-commerce market in fashion can be a challenge. However, Kate Hudson’s Fabletics is doing exactly that, and the business has grown to be worth $250 million in just three years. As a means of selling clothing to its clients, Fabletics uses a subscription mechanic. This platform is very simple: a customer likes aspirational brands that amaze him or her, mixing this with membership and convenience a client gets a powerful combination.
Brands that are of high value have for a long time been defined by their price and quality. However, with the recent shift in economics, it means that this combination is not sufficient to compete or guarantee success. Rather, aspects such as customer experience, exclusive design, gamification elements, and last-mile service are increasingly essential to the modern determiners of what is valuable to the modern consumer.
Likening themselves to Warby Parker and Apple, the strategy and positioning of Fabletics is profiting for the fashion membership brand. The reason behind this is because they will be opening various physical stores that will complement the already existing stores in Illinois, Florida, Hawaii, and California.
Fabletics’ General Manager, Gregg Throgmartin, points out the secret to their growth as the building of the modern and reimagined version of a high-value brand from the first day. He adds that their membership model is what has allowed them to provide on-trend fashion and personalized service at half the price of their competitors. Gregg believes that it becomes a lot easier to make people happy whenever you realize who they are, and what their tastes are.
Unlike their counterparts who are being driven out of the market by showrooming, Fabletics are reversing the model due to the unique way in which they started out. Showrooming involves people browsing offline and then buying cheaper items elsewhere. Rather than fail due to browsing, Fabletics have turned it to their advantage.
Fabletics had the opportunity to go the pop-up store route, but due to their existing strategy, they can build relationships, get to know local markets, events and other activities, and the opportunity to be a reliable option. As a result, between 30 to 50 percent of the people that visit already have a membership, and 25 percent register for membership in their store. When a customer shops and tries a brand, it is noted in their online shopping carts.
Fabletics is a company focused on fitness apparel, which operates on a membership structure that is subscribed monthly. Joining as a VIP member, you will enjoy an outfit of only $25 plus discounted prices on la carte products. The VIP is highly recommended since you will never be forced to buy a product or renew a monthly fee. By joining VIP, you will be able to enjoy perks such as getting outfits curated for you every month and still get a discounted outfit. In addition, if you don’t wish to buy anything, it is possible to skip a month and get charged nothing for that month.
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