Kate Hudson, the founder of Fabletics, has incredibly grown her business to a 250 million dollar business in just three years. The giant active wear brand utilizes a subscription mechanism in selling its clothes to the customers. This ensures a powerful combination of mixing customer aspirations with convenience.
Conventionally, the success and competitive advantage of a brand has been dictated by its price and quality. However, with changing economic shifts, new factors have come into play. These include; gamine effects, brand recognition, brand recognition, exclusive designs, and customer experience to mention a few.
Fabletics has 16 bricks and mortar stores in California, Illinois, Florida, and Hawaii State. It has adopted a positioning strategy similar to that used by Warby Parker and Apple. This has proved successful, the reason as to why the brand intends to open up new additional physical stores.
According to the company’s general manager, Gregg Throgmartin, Fabletics has created a high-value brand that is modern and of re-imagined version. According to Mr. Throgmartin, the company’s membership model enables it to offer personalized services and on-trend fashion products at half the price of their competitors.
There are three ways that enables Fabletic’s physical store remain at the acme of the game;
Fabletics has reversed the showrooming strategy where customers window-shop offline and buy items where there are relatively cheaper. Instead, the company has focused on creating customer relationships and knowing them better through events and activities. Eventually, approximately half of the customers walking into their stores are already the existing members and an additional quarter of them become members in store. Any item tried by a customer is placed in the company’s online store thereby increasing potential sales.
The company understands the importance of showing the right digital and physical content. This ensures the customer’s brand perception is maintained. By using local data, Fabletics ensures it stocks only the items that are appealing to the clients. As such, most of these stores are stocked based on the information collected from the local members based on their preferences, real-time sales activity, and social media opinions. The company pursues customer satisfaction by developing products that combine global fashion trends and making the necessary brand improvement from time to time.
Fabletics ensures the balancing of pertinent factors such as customer experience, lifestyle, and customer education. The company has registered an incredible growth through the production of quality products that sell out at great prices. The company has growing army nimble, risk positive, and data aware brand that has a good understanding of the modern customer. Despite the stiff competition, Fabletics Company has invested in physical retail experience and is much focused at producing an arsenal that gives a satisfying customer experience, whether online or offline.