How Fabletics Turned Reverse Showrooming Into Success

Isn’t Fabletics the brand appropriating gym-approved casuals as modern women identify with smarter fashion at a fair price. For a relatively young enterprise, it’s certainly booming. It’s even challenging eCommerce heavyweight, Amazon, for fashion retail space. Amazon influences an impressive 20 percent of the online fashion industry. While the average eCommerce retailer wouldn’t venture into peril waters having weighed the risks. It’s quite evident, Fabletics isn’t an ordinary rival contending for top retail space in activewear fashion.

 

Its trendsetting subscription mechanic employs an intelligent strategy to keep consumers engaged. With exclusive styles realizing shoppers’ deepest fashion desires, reachability, and membership, shopping couldn’t be any less uncomplicated. Fabletics is exploiting the avenues of gamification elements, uniqueness in design, last-mile service, brand awareness and personalized shopping to sway every interaction. When Fabletics launched, it focused on creating a space that directly catered to an online market. With demands for concierge-style fashion shopping service reaching peaks, it’s been inspired to acquire physical store space. It’s already opened retail outlets citywide with locations in California, Illinois, Hawaii, and Florida while developing a global brand footprint. This emerging eCommerce fashion retailer sustained a quarter million growth rate for three consecutive years following inception.

 

Its subscription model thrives on personalized shopping and fair pricing for trending designer fashion. It’s adapted reverse showrooming and refined it in ways unimaginable. With this, Fabletics is making real connections as it interprets consumer behavior and reacts to feedback. A recent survey concluded that an estimated 30-50 percent of shoppers entering stores are already subscribed and another 25 percent eventually become members. As styles on showcase are selected based on shoppers’ shopping cart history and other in-store events, re-engaging them requires minimal effort. While online data contributes to the synergy of charting personalized shopping, not having the right inspiration could ruin the brand journey altogether.

 

For the perfect journey, Fabletics analyzes every aspect of retail analytics from live sales activity, social media impression, consumer preference, changing fashion trends, style interests to in-store heat mapping. In turn, this elevates consumer satisfaction. Furthermore, it conducts a routine survey to keep on top of market shifts. As an evolving brand, it’s excited about exploring new territories. Additionally, it has a particular interest in recognizing culture, people and creating avenues to amplify its reachability. Yearly, it records a growth rate of over 35 percent.

 

The group’s co-founder, Kate Hudson, manages to keep this athleisure brand relevant with her five-series marketing strategy. Hudson explained that her mom, film industry icon and the mastermind behind the philanthropy project “Mindup”, Goldie Hawn, was her inspiration. This TechStyle brand drives results by offering innovative membership, implementing smart distribution and convenient purchase options. It’s revolutionizing showrooming offline and online to engage every audience. Every month, Fabletics welcomes 1.2 million new subscribers across eight countries with its half price offering.

 

Kate threw in all sizes to inspire every woman, not allowing class and size to become barriers. In business, it’s crucial to identify and capitalize on all marketing opportunities. She’s big on faith too, adding that taking a risk in business can pay off if one explores the right approach. Staying relevant in today’s fickle activewear fashion industry requires creative marketing and design, tracking sales patterns and exploiting data science analysis. What’s more, Fabletics Lifestyle Quiz predicts matches to help members find the perfect outfit.


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