Kate Hudson’s Fabletics, which has been rapidly growing for the past three years, is now competing with Amazon that controls 20% of the online fashion market. It offers brands that meet customers’ preferences and trigger their interests hence achieving a compelling sales combination.
The Evolution of Fabletics
Traditionally, high- value brands have been defined based on their price and quality. However, a change in the economy currently limits the two factors because they no longer guarantee a competitive advantage. Modern customers aiming for high-value brands look out for quality customer experience, brand recognition, positive online reviews, and exclusive designs.
Fabletics has successfully penetrated the online fashion market. Furthermore, its tactics, location, and online presence have been helpful in increasing its membership. The company plans to open more physical stores across the United States. This phase of development will add to its 16 stores located in Florida, California, and Hawaii.
Gregg Throgmartin, Fabletic’s executive manager, thinks of the expansion as building a contemporary market and creating a new phase of the high-value brand. Additionally, he praised the firm’s membership model that allows personal and on-trend products at a reduced price, which is half of what its competitors are offering.
Three Unique Makeover Tactics Used in Fabletic’s Physical Stores
Fabletics uses the emboldening reverse showrooming strategy approach. This allows customers to browse and complete purchases while in stores. The approach has enabled the firm to create relationships, become reliable, and gain knowledge of the local markets by holding different activities.
The second approach is the proper use of online data. Online data based on customers’ preferences assists in stocking products in the company’s physical stores. Moreover, stores can be stocked according to a variety of inputs including heat-mapping data, real-time sales, and social media sentiments. Fabletic’s senior V.P of Operations, Dustin Netral, revealed that what makes a brand successful is its ability to use global trends and users’ preferences to come up with products.
Finally, development encompasses concentrating on accessibility, people, and culture. Shawn Gold, a corporate marketing officer, describes growth as having quality items at a high price, a reliable representative, and a specialized team that can grow a brand to new heights.
Teri Hutcheon, a “foodie stays fit” blogger and a long-time member of Fabletics revealed her excitement after purchasing workout outfits from the company. With a little credit, she got salar leggings, moro shorts, an omemee tank, a suva run short, an embra tank, and a sevan sports bra.