Fabletics taking on Amazon in a new way and building their brand in an efficient manner creating more credibility and reaching out to more people. Kate Hudson built Fabletics with a team who are a part of another fashion agency. Amazon controls about 20 percent of the fashion e-commerce market, and Kate Hudson’s brand is growing their company and taking the company to a new level. Fabletics is a brand that focuses primarily on active wear. Using a subscription to sell clothing, this site brings members the best brands at the best prices. The membership allows for them to micro-focus on the needs of their members, and then tailor their fashion availability to what they want bringing in brands and selling them items at the best prices.
Back in the day, the only thing that mattered was the name of the clothing and how expensive they were. However, in today’s generation, things like customer experience, exclusivity in design, and brand recognition are all more important on determining the value of products. Adding in more new physical stores, Fabletics is going to be using more of the Showroom Technique to reel clientele in.
The company uses a unique selling point that allows for members and non-members to get the most out of their store and online market. It’s become a trend for people to browse offline but buy the same item cheaper elsewhere. Fabletics wants to reverse and change this model of business. They are turning browsing into a new way to make money. They have estimated that about 30-50 percent of the people that walk in to their stores are members already while another 25 percent become members in the store. When customers are shopping and they want to try on the clothing, the item can go to their online shopping cart. Pricing everything at similar costs, they want to make sure that they are keeping customers and members engaged with their site.
They want to create a powerful business where people can find what they want in a heartbeat and save money doing so. They strive to give people a one-stop shop for everything activewear related. Using the right data and research analysis, their goal is to provide as best as they can the right products that fit the needs of their users. Fabletics is by far one of the most unique of its kind today.
It is nearly impossible to compete with Amazon, but Fabletics is the only one that can possibly do something about this because of their approach with how business works. They understand the “new” consumer and that there is more to it than just going to a store and buying the item right off the bat. Everything from smart distribution to fast purchase challangers, Fabletics is striving to use different strategies to deliver real results. The company is always striving to deliver more and come out with more ways to make consumers have a good experience. Fabletics is capable of providing what consumers in today’s world need.