Fabletics has done what many other fashion brands can merely dream of, growing a $250 million business in just three years, where Amazon already holds the market share of over 20 percent. The company has a unique subscription model, which allows the customers to buy their monthly Athleisure products from the comfort of their home. Fabletics provides a personalized shopping experience by ensuring that it takes the preferences of its VIP members into account before sending them emails that contain a selection that’s suitable for them. Along with this subscription model and discounted price at which the products are offered to the customers, there are many other perks like a preview to sales and seasonal discounts, which the VIP members enjoy.
Fabletics has changed the dimension of what is considered of high value to the customers. As per the current economic situation, Don Ressler, CEO of Fabletics says that the customers want to be associated with a brand that is aspirational, offers a quality product, and value for money. It is what Fabletics aims to achieve and has managed to do that. The brand has also got initial momentum because Kate Hudson is one of the founders of Fabletics. Kate Hudson is a famous Hollywood celebrity and fitness diva followed by millions of women who aim to achieve a figure like her. As Fabletics is an Athleisure brand for the women, it has also helped raise the awareness among its target audience while offering quality products that fashionable and makes a statement.
Other than the highly successful subscription model followed by Fabletics, the company gained momentum because of the practical implementation of reverse showroom technique. In this method, the company aimed first to obtain popularity among its target audience and gain loyal customers. Once it was achieved to a great extent and Fabletics established itself as a brand that’s here to stay, it went on to open stores across the country at different metro cities and strategic points. It helps Fabletics reach out to further audience, penetrate the market deeper and expand its customer base. It is a popular strategy that is nowadays applied by many e-commerce portals that are well-established, and the pioneers who started this trend are brands like Apple and Warby Parker.
The customers in their review have mentioned that it makes shopping much easier for them and hassle free, while not costing a fortune. Fabletics has put those days behind when buying from a good brand would cost a fortune, as Fabletics has specifically kept the price point economic for the masses. Thus, many of the potential customers that now enter the Fabletics store end up becoming the VIP members, and not for the hype around the brand, but after witnessing the value, Fabletics offer. It is what builds up the loyalty and has helped tremendously in providing Fabletics sustainability in a highly competitive niche.
For customers who are curious about the brand and are looking to become the members of Fabletics subscription model, taking the new Lifestyle Quiz offered by the company is highly recommended. It would personalize the shopping experience while making it a fun experience.