Fabletics is a brand that is customer oriented and differentiating itself with other fashion e-commerce market brands by focusing on the needs of the high value customer thus able to compete with giants such as Amazon currently controlling 20% of the fashion e-commerce market. The name behind this brand is Kate Hudson and with brilliant ideas he brand fabletics is a $ 250 million business in just three years.
According to the General Manager, Gregg Throgmartin the secrets behind the brand success is redefining ‘high-value” brand by modernizing it as well as reimagining it. The company is not just selling it is allowing membership thus able to offer services that are personalized. This is a brilliant idea as the customers utilizing the membership model are not only getting services that are personalized but are able to get trending fashion at half the price competitors are selling. How else do you ensure customer satisfaction than when you know who they are and what exactly satisfies them.
Customer relation is the way to go as the modern customer respects a customer oriented company than a company solely relying on a brand name. The company is truly focused on doing thing differently and here are three things that are unique in the physical stores of Fabletics:
- Use of reverse show rooming- The brand is utilizing membership to bet the negative effects of offline browsing where offline buying is included on the online cart.
- Utilization of online data-Matching what is digital with what is physical in the stores is crucial. Customers have brand journeys, and they run if this is destroyed. Thus Fabletics stocks what is preferred by customers online and term it a trend thus able to elevate customer satisfaction.
- Focusing on people, culture, and accessibility-This Company is moving into new territories and balances lifestyle, education of a customer and the experience of a customer.
In 2017, Amazon is the brand to bet in the fashion industry and through the use of exclusive products, technology, science data and ROI based media and creativity companies like Fableticss are making a mark in the fashion industry. Other companies that have figured ways to bet Amazon include Warby Parker and Bonobos.
Fabletics gets great reviews from the Krazy Coupon lady, and she terms the value of outfits from Fablets as really good. She loved most of the brands like the Lima Capri, Vaasa sports bra, and Sala Capris. Trust pilot also had great things to say about Fabletics. Fabletics is termed as an excellent service provider with a great product.