Fabletics is a brand that has been doing exceptionally good from the time it started its operation in 2013. The company is a leader in the “athleisure” segment, and already enjoys the patronage of millions of women from across the world. Fabletics is known to give even tough competition to fashion retail giants like Amazon, which dominates the market with over 20 percent share.
Even though the fashion retail business online is highly competitive and more or less saturated, Fabletics managed to come through and establish itself as a sustainable brand because it focused on creating an aspirational brand that offers value for money to the customers. The company at present has over 1,400 staff members, out of which 1,000 are dedicated to the customer support.
Fabletics offers the customers to become its VIP member at a nominal price. Once the customers become the VIP members, they receive an email each month that contains the personalized collection of athleisure products and items specially chosen for the client. It makes the shopping experience customized like never before and helps the customers to save time and money on shopping. Fabletics leaves no stone unturned in providing only the high-quality products to the customers, and the internet is filled with the rave reviews about the brand’s variety of products and its reasonable price.
Fabletics has also chosen to go through the reverse showroom technique that aims at building a positive brand identity in the market and crafting space for itself in the fashion market, before going ahead with opening physical stores across the country. And, it is precisely what Kate Hudson’s Fabletics did. Kate Hudson is one of the co-owners of Fabletics that helped give Fabletics that much needed momentum it needed to grow at a rapid pace.
Fabletics has opened 18 stores at the key locations in the country as of now, and plans to open around an hundred more in the next couple of years. The primary aim behind opening the stores is not just sale, but to also brand awareness and creating an anxiety around the brand. It helps with penetrating the market further and achieve higher turnover.
As per the report, over 35 percent of the people who visited Fabletics store ended up signing for the VIP membership, and it is what the company aimed at achieving. If you want to peep into the dynamics of the kind of experience you can expect with Fabletics, take the Lifestyle Quiz at Fabletics today to know more.