Succeeding in the Fashion industry when Amazon holds major shares of e-commerce market are no easy thing, and that’s what Kate Hudson’s Fabletics is doing, raising a business worth US$250 million in a matter of few years. Fabletics uses a mechanism of subscription to sell clothing to their customers. The premise is plain and simple, consumers like brands that seems aspirational and that push an individual a little, mix that with membership and convenience and you have a strong combination. So what is the vision in it? General Manager of Fabletics, Gregg Throgmartin, says it is building a reimagined and modern version of ‘Top brand’ from the day one; “Membership model as defined by Fabletics is what allow its users to offer on-trend fashion and personalized service at half the price of its competitors. It is lots easy to make individuals happy when you know what they want and who they are.”
Unlike the counterparts who are “getting fired” by showrooming, where the user browse offline but then purchase items economically elsewhere, Fabletics have reversed a model because of the exclusive way they began. Despite a negative thing, Fabletics have turned web browsing into a positive thing. Fabletics have gone the pop-up store route however their strategy allows them to build relationships, be trusted on and get to know the local market even better with the help of events and different other activities. As an outcome, almost fifty percent of the people who walk through the door are members already, and another major percentage become a member at the store. Fabletics doesn’t care if a customer makes the purchase in store; retail is another element of its service.
Fabletics isn’t without the challenges but as a company moves and evolves into all new territories (and with other competitors) the balance of lifestyle, customer experience, and consumer education seems to be paying off. Fabletics can also list among a rising army of nimble, risk-positive and data-aware brands who comprehend “new” consumer. Whether it’s smart distribution, innovative membership programs, and fast purchase options, brands such as Fabletics are not without contestants and challenges from every side.
If you aren’t familiar with Fabletics, it is a fitness apparel company maintained by Kate Hudson who operates on a structure of monthly membership. If you join them as a VIP Member, the first outfit is just US$25, and you get discounted prices on a la carte items. When you join Fabletics, you should go for a survey to know about the types of workouts you do and styles of outfits you like (tanks, shorts, capris, etc.). Later on, at the commencement of each month, outfits are picked out for you. Their website is simple, easy to navigate and looks very nice. And it is very easy to place an order even if it is your first time because of their easy to use interface. But when you factor in things such as item availability, shipment times and sizing, ease of use is the one that would come on top.