Fabletics is one of the leading athleisure brands that is known globally for its high quality and keeping the prices of its products affordable. Kate Hudson, one of the co-owners of Fabletics said that one of the primary reasons why Fabletics was launched was that there weren’t many recognizable brands that offered athleisure products at affordable price.
Many of the high street fashion brands offered yoga pants at over $200, which is exorbitantly priced and unaffordable for many of the women. Kate Hudson, who also plays the role of being the brand ambassador of the brand, says that being an aspirational brand that the people can relate with help Fabletics gain sustainability in a highly competitive fashion market.
Fabletics managed to sail through the initial hurdles by developing and launching a highly lucrative subscription business model. The company offers its regular patrons a chance to become VIP members that would help the customers buy the products from the company’s site at highly discounted price. Moreover, with the monthly fee for the membership, the members can choose to purchase three garments from the company’s site.
Fabletics mail each VIP member within a fifth of each month with the selection personalized for the respective VIP members. It helps the members to save time shopping and gives them exactly what they are looking for without having to spend a fortune. Fabletics rely on the consumer as well as marketing and sales data to devise their business strategy and to see which of their strategy is working, and which isn’t. It helps the brands to make any necessary changes without delay to ensure that it continues to move ahead and keep its growth momentum without any interference.
Fabletics recently implemented reverse showroom technique, and successfully so. The company launched 18 stores in quick succession across the United States at the different strategic location. As per the report, more than thirty percent of the women who are going to these stores are eventually getting converted to the VIP members of the company. It has helped the brand to continue to keep its growth momentum and expand its VIP member’s base considerably. The reverse showroom technique helps ensure that the consumers do not move away from the brand but actually, helps in attracting more customers towards the brand.
Fabletics is a brand that is surely going to take your breath away with its vast collection. Take the Lifestyle Quiz at Fabletics’ site today to understand how it offers personalized shopping experience.