Fabletics Figures out how to Survive against an Internet Giant

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.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on

The Brilliance Behind Fabletics

It’s hard to succeed in any industry controlled by one dominant force. When it comes to the fashion industry, not only is there a dominant force, but fashion is a cut-throat business. Most new fashion brands don’t survive the first year; mostly because of Amazon’s 20 percent control of the entire fashion e-commerce market.

Despite the challenges, that’s exactly what Kate Hudson’s Fabletics is doing. In the past three years, Fabletics has grown into a $250 million company. It’s one of the most popular brands in the world, especially with millennials. It was part of Kate Hudson’s plan to target that specific generation because of their focus on health and fitness.

Historically, brands like Fabletics wouldn’t have to work so hard to stay in consumers’ favor. These days, people expect more from their favorite brands. It’ part of today’s high-value brand determiners. The modern consumer cares more about things like customer experience and brand recognition.

Although today’s economy requires more work, Fabletics is having no trouble keeping up. Recently, the company’s begun opening physical stores. Unlike many others who used the traditional pop-up store route, Fabletic’s new strategy is paying off. Currently, the brand only has 16 stores nationwide.

The hardest part about opening physical stores is dealing with offline browsing. People love shopping online because it’s cheaper and more convenient. So to get people in their stores, Fabletics had to reverse the browsing model. Fabletic’s stores host events.

As a result, most of their visitors are already members. Those who aren’t, about 25 percent of them become members after a few visits. Not to mention, each store uses local data to better fill their inventory with the most desirable items in the area. This makes every local member feel like Fabletics is really paying attention to them.

The real success of Fabletics is in the many online reviews. While some people review companies for sponsorships, one reviewer gave her full opinion of Fabletics. In her words, Fabletics is actually worth the money spent. She was truly surprised by the quality of a pair of leggings she bought.

She was also surprised by the huge variety of styles. Fabletics has everything from simple bottoms to cut-outs and sheer fabrics. She challenges anyone to go on Fabletics and not find something they like.