Fabletics is a brand that has grown from strength to strength in a very short period. The company started as an innovative venture in an otherwise highly competitive fashion retail space, already dominated by giants like Amazon, but Fabletics managed to stand out with confidence. It is all because how the company made and followed marketing and business strategies, all the right ones and at the right times. First of all, Kate Hudson being one of the co-owners helped the brand get an identity in a market that is highly influenced by modern names and celebrities. Kate Hudson is already a famous Hollywood actress and a fitness role model for many.
Secondly, Fabletics has a fantastic subscription model wherein the customers can join as a VIP member and get a lot of perks. Not only the customers would get discounts and invitations to preview sales and other offers from time to time, but the customers would also be able to choose from a personalized collection of athleisure products every month. Fabletics emails all its customers each month, and the VIP members just need to check their email and choose what they like, with the option of skipping any month they want without being charged for their month.
The best part is that even though Fabletics is a mainstream athleisure brand, the price range of its products are relatively less and does not cost a bomb, which is the case with all other bigger brands out there.
One other reason why Fabletics has been able to make it huge in the fashion retail space is by following the reverse showroom technique. The company through its subscription model and other offers and activities has built a relationship with its customers. It means that the brand is not afraid of opening showrooms anymore, and is already an established brand.
In many other cases, customers would just visit showrooms, check out the products and then buy somewhere else, but it is not the case with Fabletics as most of the customers walking into Fabletics’s 18 stores across the country are either already VIP members or are highly interested potential clients. The companies offer lifestyle quiz at its website, and it is a must for every woman interested in joining Fabletics as a member.