The e-commerce business has become very common, but not many people have succeeded. Why, because of the market saturation. Despite the stiff competition, Fabletics seems to have made it. The Company has grown to $250 million in the last three years. Did you know that Amazon controls 20% of the market? Yes, they do. For you to be successful, you need to develop an action plan like Fabletics have done.
Fabletics is a fashion e-commerce company that uses the subscription method to sell its clothes to its customers. In addition to having Kate Hudson as the face of the brand, the Company has put in effect different measures to promote growth.
They use reverse showrooming
- They use reverse showrooming
The greatest challenge that the e-commerce business faces is with their customers. Most customers use their website to browse the different products. They will then choose the physical stores to get access to cheaper products. Fabletics have used this challenge to their advantage. They have opened different pop-up stores where their customers can get access to the different products. The Company has opened 75 pop-up stores so far. 50 % of the people who buy the clothes in the stores are members of Fabletics.
They build the online data
It is important for customers to get access to the right content. That is the reason why the Company focuses on building data and providing the customers with the right information. Using the data helps the Fabletics team to stock only the right products that their clients require. Their stores are usually stocked based on the member preferences.
When you become a member, they ask you information about your fashion preference. They will give you options based on the information that you provide.
Striking the balance
Fabletics has been successful because they have established a balance between lifestyle, culture, customer experience and education.
Fabletics is an online fashion store that focuses on activewear. It is a member-based Fashion Company. This means that if you want to enjoy the benefits, you need to become a VIP member. You will be allowed to buy the products at a discounted price. They have also diversified and are now designing swimwear. From the online reviews, the swimsuits are superb.
Once you become a member, you will be receiving monthly email. Their monthly subscription is different: at the beginning of every month, you will receive an email with a list of the monthly offers based on your preference. You will then have between the 1st and 5th of the month to buy the products. If you don’t like anything that you see, you can skip the month. Keep in mind that if you don’t act between the given timeline, you will be charged $49.99 which will be credited to your account for your future purchases.
Fabletics has been successful because they have combined value and quality. Their products are of high quality. They also have an excellent customer service which provides their customers with the assistance when they need it.