Amazon commands a large piece of the fashion e-commerce pie, but Fabletics is quickly catching up by providing the convenience, style and affordable pricing consumers desire. Fabletics understands that quality and price aren’t the only factors needed to draw in and retain customers. Fabletics stays competitive by utilizing a subscription based membership with individually selected recommended styles. Customer experience is important, and the brand pursues consumers by providing high level service, unique experience, and cutting edge clothing styles.
Fabletics utilizes a quiz for all new visitors to the site, which takes each online shopper’s location and preferences into account before displaying recommended styles. On top of that, customers can select from new releases every month. The athleisure trend is growing, but Fabletics stays relevant by offering desirable fashion at much more reasonable costs than big brands. Fabletics also avoids losing sales to showrooming, where customers sample clothes offline but then buy it cheaper elsewhere. By starting online and building their reputation, and getting to know individual consumer trends, they avoid the pitfalls of pop-up stores. They have several brick-and-mortar stores, but the clothing that customers try on in store goes into their online cart. Therefore it doesn’t matter where the customer shops. They also use local data to determine which clothes to display in their physical stores.
Fabletics understands new consumers, and it shows. It also helps to have Kate Hudson as their winsome brand representative. Kate Hudson co-founded Fabletics with JustFab in 2013 when she saw an opportunity to inspire people to fitness. She keeps the brand personable by starring in Fabletics commercials and even planning and filming one herself on her iPhone. You can also see her personal style picks online.
Hudson looks for new business and marketing opportunities all the time, which resulted in a plus size line and a men’s active wear brand. Even though these additions are more work, she recognizes the value of supporting all customers on their fitness journies. She keeps a close eye on the progress of different styles so that she can determine what to keep and what to take out of stock. This helps keep Fabletics relevant and meet customer demand.
From the moment a customer logs onto Fabletics website, the brand works hard to satisfy their demands. The athleisure trend is growing, and Fabletics expects to continue growing as well. If you would like to learn more about Fabletics and what style picks will be selected for you, check out the Fabletics Lifestyle quiz to see which gear is best for you!
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