Fabletics is an online fashion company that specializes in the sale of women’s athletic wear known as athleisure wear. This is a specialized form of sportswear that can actually be worn within a casual setting. In other words, a woman can work out in the gym in her athleisurewear and then go out on a date right after.
Most women might not want to go that far when they wear this type of clothing. However, they could do this and get away with it. The point is that athleisurewear is very fashionable and functional. Actress Kate Hudson is a co-founder of the company. She also understands that her enterprise is so successful because of this unique selling hook.
Fabletics is a powerful clothing company. While they are gaining some major traction in the world of online fashion sales; this company is up against some pretty tough competition. Their biggest competitor is Amazon.
Amazon is a powerful online brand that can sell just about any product to the world that a customer could want. They sell everything from appliances, books, computers and even athleisurewear. As a matter of fact, Amazon not only sells these products they can sell them at a cheaper price than anyone else. That is the secret to their strength.
Amazon sells so many products that they can simply lower prices on their goods and put the competition out of business or at least have them struggling to stay afloat.
Fabletics know that they cannot take on Amazon in a strait up fight. The company would just steam role them. Instead they had to outthink this organization. They did this by using various tactics. However, one tactic in particular has worked best of all. It is called reverse showrooming and it has proven to be a great way for Fabletics to build its brand; even against the might of Amazon.
Reverse showrooming is a process that allows clients to come into a Fabletics location and then try on the merchandise. Every time that a person tries on the merchandise; a Fabletics sale’s associate scans the item(s) and then stores it away in the customer’s shopping cart online. In the event that a customer does not want to purchase the item they can always come back and get the same item at a future date.
Also, Fabletics can personally build up their wardrobe preferences based off of the type of merchandise that they were trying on. This is a perfect way to customize clothing selection for their clients. This tactic has proven to be successful because many of Fabletic’s clients enjoy the personalized service.
Keep in mind that Fabletics is also about membership and as with any organization; membership has its privileges. Not everyone who purchases an item from Fabletics will be required to do so as a member. However, if a person plans on shopping there over the long run; becoming a member will be to their advantage. Even guys can buy clothing from Fabletics. The gear that they market for men are surprisingly in style for guys.
They are clothing pieces that many men would actually wear out in public. Fabletics will not beat Amazon in terms of becoming the biggest online store on the internet. However, they have managed to find success in the online fashion world with their brand. They made well over $225 million dollars to date and this proves that they are truly on the road to success despite Amazon’s powerful pull on the web.