Fabletics is many ways a different online retailer and giving a better experience to its customers. Though initially it became known as a workout fashion brand from Kate Hudson, it is not anymore require that caption. What to say about a firm which captured sales of $250 million in just 3-years? The ever increasing number of customers and sales is proving that it has miles to go, and all the other online retailers including Amazon should be careful about Fabletics. Since it has a number of factors that lead to this great success in the fashion industry, it is wonderful to discuss it as it could be a lesson to other fashion retailers.
Reverse Showrooming and Online Data
The implementation of reverse showrooming by using online data was a great success for Fabletics. It opened a number of brick and mortar showrooms across the major cities in U.S. These showrooms serve the purpose of people who wanted to physically check the product before purchasing. It is observed many times that a significant percent of people are interested in experiencing the product before purchasing it. However, online showroom platforms like Amazon is not providing any such options, until people order it and receive it in hand. But, people find the deals and prices in online retailers better than physical showrooms. Fabletics showrooms are allowing people to experience the product and buy it online. The showrooms use the online data and list the hot-selling products in the showroom. So, the people get the popular products from either online or offline and get an option to search specific products online.
The Ultimate Winner – Products
The quality, value, and style of any fashion product play the deciding factor in terms of sales. In each case, Fabletics products give the best experience to its customers. The leggings from Fabletics are thick and shows great compression while the tops are soft and of great quality. They don’t fade, lose the shape, become rough, or threads come out over extensive usage. The products are giving an impressive style. The cut-outs in tanks or simple tanks with solid colors are really expressing its style icon. The sheer panels in Capris is another great style statement from the online fashion retailer. The brand sometimes surprises customers with some unexpected designs. When it comes to value, all the products that are sold by Fabletics are minimum 30 percent less than the products available in the market with same quality and style statements. The stylish leggings from the brand are just charging at around $50, whereas similar quality product from Lululemon or any other retailer goes beyond $80.
Focus on Accessibility and Culture
It really gives a smooth buying experience with its smart purchase options, fast distribution, and highly convenient membership programs. By investing both in online retailing and physical shops, the firm wanted to give a complete shopping experience without any compromise to customers’ needs and expectations. Also, the aggressive approach by the management in providing the best experience also paying well with its increasing growth rate of minimum 35 percent for the last 3-years.