Nowadays, it’s not easy to succeed in the e-commerce industry with the many brands who are working to clinch the top spot. For example, Amazon has been a giant for quite sometimes controlling 20% of the fashion online marketing making it difficult for newbies to establish a customer base. However, Kate Hudson’s Fabletics has used unique techniques to carve a niche in the competitive market achieving growth of $250 million with a period of three years. Among the ways Fabletics is using is the mechanism of subscription by customers whereby buyers subscribe to their website and order the outfits.
Also, the brand has ensured that they offer a quality product that thrills their customers but yet it is an affordable price. They do not dwell on pricey and expensive designs like other brands, but they are committed to offering affordable products to their customers. Fabletics combines these techniques with a unique customer experience offering a convenient online shopping.
Use of “Reverse Showrooming”
Many brands have found showrooming working negatively on their side since majority people will browse offline and proceed to look for the products in other stores at a low price. Fabletics started in a unique manner reversing the model to work to their advantage. Browsing is working positively for them. They use a strategy which enables them to build lasting relationships and ensure that their customers can rely on them. They also take the time to fully understand the local market by use of events and a variety of activities. Therefore, there are those who become members just as they enter their stores while another bunch becomes members when they have entered their stores.
Fabletics is a company that provides high-quality outfits to women with the intention of making them feel good and sexy. The company, created by actress Kate Hudson, offers a gym, yoga and athletics wear. They also use the online platform to sell the products to their members. The company values its customers by giving them support and ensuring that they can get what they exactly want, and it does not matter where you’re located because they offer free shipping. It’s not difficult getting started with Fabletics because their online platform is easy to use and free to sign up. All you need is to visit their website Fabletics.com, do a short quiz which is usually some few questions provided and you are set to go.
Once you become a member, you can always log in to your account and order your outfits. It’s also important that every month you log in to your account between 1st and 5th and click the skip button if you do not want to order outfits that month. The reason is to inform them so that your account is not charged though the charges are used as a credit next time you purchase an item. There is also an option of becoming a VIP member whereby you will be receiving the outfits every month but at discounted rates. Fabletics has achieved success over competitors mainly because of the marketing techniques the company has employed. Other businesses can also emulate the company regarding commercialization.