A few brands can claim to have eaten into Amazon’s market share in the fashion industry. One of these companies is Fabletics. Fabletics has taken the battle of titans in the fashion industry right to the doorstep of Amazon. In as much as Amazon still commands the highest percentage of individual online sales in fashion, Fabletics is positioning itself as a future leader in the online fashion business. The firm posts an impressive number of sales over the few years it has been in operation.
Kate Hudson, the brainchild of Fabletics reckons that the future of fashion lies in athleisure apparels. With her athleisure brands, Hudson has managed to create a vibrant subscription community that is committed to the monthly fashion offerings that Fabletics has to offer. Through Fabletics’ membership platform and a business model known as reverse-showrooming, Fabletics has managed to attract millions of subscribers.
Fabletics adopts an excellent marketing and sales strategy, the customers who go to Fabletics retail stores are taken through a unique shopping experience. They register as new members on Fabletics’ online platform after which they are taken through a lifestyle questionnaire that complements the registration as a member. Through the whole process of making a sale, the fashion giant does not involve sales associates whom most clients find intrusive and pressuring. All the new members on the company’s online platform are encouraged to try new fashion trends that comprise of either active-wear or workout apparels until they can find something that fits them well or looks perfect on them.
All the items that a client wore in the retail store are used as a template from which suggestion are made to the customer once they log into their online account. This unique shopping experience enables customers to shop remotely. Another reason as to why Fabletics is becoming a force to reckon with in the fashion industry is because all the shoppers can enjoy great discounts and free shipping on all the items they have purchased.
Fabletics also gives all its subscribers suggestions of clothes that they can consider buying every month, but nothing is shipped without the final authorization by the client. Fabletics has revolutionized the way in which women shop for fashion making it effortless yet convenient. Across the United States, women are increasingly finding Fabletics to be a necessity in their everyday lives. This realization puts Fabletics on an upward curve regarding future growth.