Succeeding in a fashion industry is not an easy task, especially when Amazon is your primary competitor. Despite Amazon’s 20% controlling stake in the e-commerce market, Fabletics has emerged as a reliable sports fashion brand with a promising future. Since its formation three years ago, the company has successfully managed to amass a net worth of $ 250 million within such a short time. An up-close evaluation reveals crucial details unknown by most competitors. For instance, they have focused on creativity and originality as essential ingredients in the firm’ growth.
Unlike its rivals who are characterized by high-priced low-quality goods, Fabletics has managed to stick to affordable prices while selling different types of sports attire. Not only are such apparels convenient for exercise, but also serve as excellent wear for an outdoor activity. Such distinguishing factors would not have been possible without the immense aid of Kate Hudson, a Hollywood actress and fitness fanatic. Just like Apple, Fabletics is on course to opening more physical stores across the country to meet the ever-increasing needs of the urban population.
Despite their recent success, Fabletics’ General Manager, Gregg Throgmartin, has reiterated the company’s commitment to sticking to their rules through the membership model. Such a unique strategy has enabled the firm to personalize each service and trendy fashion designs at costs lower than those of their competitors. Knowing what your clients want is vital to providing them with most tailor-made products.
How Fabletics manages physical stores differently from its rivals
- Adoption of reverse showrooming
Fabletics has added a positive touch to the browsing experience by emphasizing reverse showrooming. Such a principle operates on the notion that customers ought to engage with store attendants and provide them with exactly what they want. Such a direct relationship with clients is critical in establishing formidable connections with them. As a result, the Brand has recorded a 50% increase in the number of online visitors to its site, which ultimately leads to more sales.
- Emphasis on culture, people and accessibility is key to promoting company growth
The company has realized enormous profits due to their relentless pursuit of customer experience and education. According to Shawn Gold, Corporate Marketing Officer, Fabletics has successfully managed to record an annual 35% growth rate over the last three years. More importantly, growth is dependent on a creative in-house team that spreads Fabletics’ reach across ten counties based on market profitability.
- Technology is at the heart of retail success
Displaying the right information to clients is a good step as any if you intend to be successful in any business.Their feedback on certain modification on clothes is also passed to the management for immediate processing.
Profile of Fabletics
Fabletics is a sportswear brand that specializes in various types of fitness clothes for both men and women. Formed by Don Ressler and Adam Goldenberg, the Brand has made significant strides in comfortable and affordable attires.