How do you just claim a share in the fashion industry when Amazon already controls 20% of the fashion e-commerce? That’s the conundrum. The defining deal lies with how you brand your fashion products, the extent to which you embrace enterprise technology and more importantly how you maintain stable membership plans and customer base. That’s exactly what has elevated Kate Hudson’s Fabletics to a giant fashion brand with branches thriving all over the country. Growing to a tune of $250 million in 3 years is just remarkable.
Fabletics has initiated a subscription mechanism to engage their customer base. The subscription is premised on the ideal that in as much as customers fancy aspirational brands, it’s a combination of this market reality with convenience and customer membership that attracts a large customer base. Classy brands, customer appreciation and close interaction are hence the operating base in Fabletics.
In the current product market, brands are never valued by price and quality alone; this combination no longer guarantees market dominance or product success. It is rather finer details like last-mile service, customer experience, brand recognition, exclusive design and gamification elements that apparently define high-value to the contemporary customers.
With their online membership subscription offering customers almost all they would rather gone to search for in the alternative fashion brand, Fabletics is just getting massive market returns. The company has more physical branches anticipated to be opened to add to the 16 that are already operational.
With outstanding product quality, the membership model has enabled Fabletics to provide personalized services on trend fashion at half the price of other competitors. But how do they manage to do physical stores differently?
- Encouraging ‘Reverse Showrooming’
Showrooming has been a perfect brand promotion initiative, but think of it this way; customers browse offline freely but then buy cheaper items elsewhere. Fabletics has managed this to the effect that at least half of the customers walking into their stores are already members. Almost 25% their visitors become members immediately they step in store. They’ve built stable customer relationships, making them greatly relied upon. Fabletics has reversed the showroom dilemma to their advantage.
- Establishing Sound Online Database
Online data is a major determinant of the success of your business. With accurate online database, you know customer preference and, thus, stock the physical stores with exactly what customers want. The stores are stocked based on membership preference, social media trends, store heat-mapping data and real time sales activity.
- Focus on Accessibility, People and culture
With online membership, accessibility is guaranteed as customer responses are always prioritized. The brands also depend on individual people and cultures. Thus, everybody gets what they want.
Fabletics is a fitness apparel company that operates on a monthly membership structure. Outfits are recommended for members on a monthly basis with an option of skipping if the client doesn’t want to shop that month. With VIP Membership, you get great discounts and lower product prices. Pure quality, style, value as well as ideal customer services is what defines operations at Fabletics.