The Rise Of Fabletics In The E-commerce Fashion Industry.
Fabletics is a unique clothing line that offers stylish and high-quality fitness apparel comprising of gym workout clothes, running, and yoga clothes. It was launched by the renowned Hollywood actress, Kate Hudson after she identified a market niche for luxury active wear. The market was flooded with many luxury brands that were not able to provide the consumers high-quality gear at affordable price ranges.
Kate Hudson created Fabletics with a mission of ensuring customer satisfaction by providing a versatile range of high-quality clothing that inspired individuals to remain active. This was backed by trending designs and various means of purchasing the apparels. Fabletics is committed to enhancing the needs of the customer’s experience by coming up with marketing strategies that stand out from the traditional stores.
Although Fabletics started out as an online subscription retailer, it has progressively grown and come up with showrooms that avail a platform for customer interaction. In just over three years, Fabletics has grown to over $250 million in business and has over sixteen stores in locations such as Hawaii, Florida, Illinois, and California. There are plans for more stores underway.
Fabletics Rise To Success.
In this digital era, it is tough to succeed in fashion with Amazon currently controlling about 20 percent of the fashion e-commerce market. Emerging e-commerce companies such as Fabletics have risen above the challenge and surpassed Amazon by rebranding the business with data science, creative based media, exclusive products, and enterprise technology.
Historically, high-value brands have been defined by quality goods, services, and the price range. Fabletics has been set apart from their competitors by offering personalized service and high-quality fashion at half the price.
Fabletics has been able to create a unique customer experience by actively engaging the consumers on their online platform which automatically attracts them to purchase their products. Their strategy of positioning themselves as a fashion membership brand is paying off because they have been able to successfully develop a remodeled version of the ‘high-value brand’ and bring in more customers.
Using online data has been integral in their success. By enabling consumers to register for membership, the individuals can take an online survey on their preferences through social media and real-time sales. What this ultimately means is that the physical Fabletics stores will be stocked only with items that are requested by the customers and can easily be modified in response to their changing tastes and trends.
The success of Fabletics is mainly attributed to their commitment to ensuring there is a balance between comprehensive consumer education, focus on culture, lifestyle, and the ease of access to their customers. By investing in the physical retail experience, Fabletics is ready to give its customers an interpersonal experience and immediate access to customer support.
Fabletics is a fast rising brand that is steadily revamping the concept of the modern apparel store by adapting innovative means of ensuring overall customer satisfaction and global brand recognition.
It has significantly understood and accommodated the new crop of high-value consumer needs, and thereby effortlessly rival other brands.