A recent online brand called Fabletics is creating waves in workout fashion industry for women, with some innovating tactics and excellent products. It is considered that a new fashion brand would face too much difficulty in getting the customers, satisfying, and finally retaining them. Due to the number of fashion brands available online and offline, it is not possible for brands to retain customers. Even highly established online stores like Amazon is struggling to please the customers in the fashion segment. But, Fabletics has done it effortlessly, and it is increasing its sales day by day. See what helped the firm to capture the business in a short span of time.
Fabletics started its operations in 2013, and it was announced as the fashion brand from Kate Hudson. The executives of the brand decided to go for quality without compromise. People who use Fabletics products always appreciate the quality of each of the outfit. It fits flawlessly to the body by expanding and contracting according to body type. Soft tops and thick leggings do not fade and last for long without losing its shape. It gives a great fashion sense with simple bottoms, tanks, and solid colors. With bold patterns and sheer cutouts, the outfits are trendy and attractive. The brand sometimes surprises people with unexpected designs. When it comes to value, all the products in Fabletics are sold at around 30 to 40 percent lower than similar quality products available elsewhere. These facts making Fabletics, a perfect workout fashion destination for women.
The fashion retailer implemented a new sales strategy called reverse showrooming. It is found that many fashion enthusiasts are not happy with online store experience as they can’t physically check the product before purchasing, though it is mostly sold at a better price. With reverse showrooming, Fabletics opened retail stores in all the major cities to give an option for customers to experience the product. This means that customers can check the product at the nearest Fabletics store and purchase it online. It is also helping the firm to get the local preference data of the particular locality and this, in turn, helping the brand to introduce preferential products at the store. The brand uses various data including the list of trending products and prioritizes it in the physical stores. People who wanted more diverse products can browse the online store and get it.
Finally, the brand introduced an engaging subscription program called VIP membership. It charges $49.95 per month as the subscription fees and gives free goodies and products for the price charged. People also get an option to purchase the products at a discounted rate if they are VIP members. The fashion brand is effectively using the subscription plan to offer customized products to the customers. As soon as a new customer registers with the membership plan, she has to fill a questionnaire related to her fashion choices. This helps the retailer to understand her preferences and provide customized products. It means that no customer has to search for her fashion products; instead, she gets it from Fabletics.
Altogether, the brand is targeting the complete satisfaction of the customers with the options. Its increasing business and customers are confirming that it is on the right track.