Fabletics has put on a spirited fight and has succeeded in cementing its authority in the global fashion e-commerce world. Under the thoughtful guidance of Kate Hudson, the fashion heavyweight is in the process of outsmarting established companies in the fashion sector. New firms have found it challenging to infiltrate the e-commerce market, 20 percent of which is controlled by Amazon. However, Hudson’s Fabletics has been undergoing exponential expansion and has reported a $250 million progression in less than five years.
Why Fabletics is excelling in the e-commerce market
Fabletics has cultivated fantastic conditions for the growth of the activewear movement. The company has put in place a reliable subscription mechanism that allows it to match clients with their preferred workout gear. This brand has thrived due to its convenience, membership, and inspiring nature. In 2017, the company will start new physical stores to add to the sixteen, which are currently operational in California, Illinois, Florida, and Hawaii.
Many fashion brands have failed to capitalize on showrooming. Their main challenge has been to turn offline browsers into paying customers. Fabletics has managed to reverse the model and use it to its advantage. Rather than a negative, the fashion brand has converted offline browsing into something positive. Reverse showrooming allows Fabletics to nurture relationships, build a reputation, and gain a perfect mastery of the local markets. Between 30 and 50 percent of individuals who visit Fabletics’ physical stores are members and close to 25 percent subscribe as members while in store.
Fabletics is a renowned member-based subscription online stores that sell unique fitness apparel. The firm designs its outfits to take its clients from the fitness room to real life. It excels in designing and selling cute workout outfits that meet the fashion desires of every woman. Fabletics members exist in two specific categories: VIP and regular members.
Regular members can register using their email addresses plus a password at a zero cost. They can go on to shop for workout outfit at regular prices that are somewhat expensive. On the other hand, VIP members enjoy deals on the workout gear and free shipping, but they will pay a monthly charge of $45.95. VIP members save nearly 50 percent off the regular cost. They also acquire points on the free loyalty gears. Despite selling its outfits at a relatively lower price, Fabletics has succeeded in maintaining quality at a higher level.