Making an impression in the competitive online fashion industry is quite an accomplishment these days. Especially when you consider the overwhelming success of Amazon, raking in over 20% of the total fashion e-commerce market.
But statistics like this haven’t curbed Kate Hudson who has grown her brand of athletic fashion to a $250 million operation in only three short years in business.
Fabletics Special Brand of Success
Fabletics sits on the cusp of an entirely new concept of marketing. They operate off a subscription model and provide their products to clients at special prices according to their membership. The magic lies in making the brand an ally to their member’s goals for fitness and fashion by providing inspiration and support along with an impressive line of top-quality sports and leisure wear to facilitate these goals.
This is a major movement away from the conventional assumption that top-quality fashion and innovative designs are only obtained at high prices. Today, customer service and a personalized experience make the customers select certain brands over others.
Along with next-level customer service, Fabletics offers creative designs, exclusive content and all-important brand recognition. These are characteristics of a hugely popular line of clothing.
What is the Magic behind this Success
The general manager of Fabletics, Gregg Throgmartin spoke about the importance of achieving the image of High End Retailer and understanding what this means for customer service. “Our Membership policy” says Throgmartin “allows us to offer personalized services and special fashion selections that are stylish and trendy. Furthermore. We offer styles designs and options at better prices than you could find on the market.”
“And then we have a whole new approach to Showrooming.”
Fabletics and “Reverse Showrooming”?
Many of the other leading e-commerce brands are having a fierce struggle with their showrooming techniques. Interested customers have the disagreeable yet economically savvy habit of finding appropriate styles and designs and having them duplicated by a skilled tailor.
Fabletics has flipped this trend on its end and offered a new approach to the showrooming methods. Clients can now search online for the products they like and then visit the physical brick and mortar locations to finish the purchase. In addition to live-try on, customers will already know what to expect in the stores and from the customer service professionals before they even arrive.
To provide more assistance to their customer’s pursuit for better health and fitness, Fabletics has created a community of likeminded individuals and offers support and more. If you are interested in joining this community, check out the Fabletics Lifestyle Quiz and get on board.