How Fabletics Uses Excellent Marketing Strategies in Reaching Clients.
Fabletic is a leading activewear clothe line in the United States. The enterprise has been operational since 2013 when it was established by Kate Hudson. It has grown at a very fast rate and made excellent returns for the three years that it has been in the online fashion market. The company has a wide variety of athleisure wear and accessories. The clothes that it sells to its clients can be worn during both leisure and sports undertakings. Fablectics is devoted to ensuring its clothes are long-lasting, stylish, comfortable, and trendy. It sells them at affordable prices. The firm boasts of more than one millions subscribers. It currently competes with top manufacturers of sports apparel, which include Lululemon and Athleta. A major factor that has enabled the firm’s online platform to have many members is the affordability of its products.
Kate Hudson’s company is one of the few online businesses that meet the after sales requirements of the customers. The services that it offers to the clients have enabled its subscription packages to be highly popular among online shoppers in the United States and the rest of the world. The company fulfills the fashion taste of its members after understanding what they need. It offers a short survey that people are required to complete when they signup as members. The answers that they provide explain a lot about their preferences and size. Fabletic has two subscription packages and that it proves to the clients, and they include regular and VIP. Most people prefer being VIP members due to the privileges that they enjoy. VIP subscribers receive free gifts, delivery, and returns. Fabletics sells customized products at about half the price that is set by its competitors. The membership plans of the enterprise are also flexible since people can skip a month when they do not feel like buying products due to various reasons.
Besides the success that Fabletics has experience in e-commerce, the firm has established various brick and mortar stores. It currently has 18 physical stores and 12 more will be opening their doors in 2017. Having brick and mortar shops increases the accessibility of the company to shoppers. More than 50 percent of the consumers of fashion products opt to buy their clothes from physical stores since they allow them to know the texture, size, and color of the clothes. Fabletics has made significant profits from its stores, and its worth was more than $250 million in 2016.
Fabletics currently uses an excellent marketing strategy that is known as reverse showrooming. It interacts with people who search for products on its online platform and welcomes them to shop at its brick and mortar stores. The tactic has enabled it to make more sells and also increase the number of people who have subscribed to its services. According to Kate Hudson, marketing is one of the key factors that determine the success of a brand. Fabletic sends packages to its clients every month. Subscribers pay for products by using their credit cards, and they can revoke their membership when they want.