Succeeding in the fashion e-commerce market is not an easy task, especially when companies like Amazon own 20% of the market. Nonetheless, Fabletics has gone against all odds to join the dominant entities in the market. In fact, the company has grown into a $250 million enterprise in a three years duration.
Apart from the able leadership of Kate Hudson, Fabletics leverages a subscription mechanic to sell its items to clients. Fabletics also likens itself to leading companies like Apple and Warby Parker. Through its innovative strategy and positioning, the company has opened more physical stores in locations like Illinois, California, Florida and Hawaii.
Fabletics has managed to surpass most of its competitors due to its unique models and techniques such as reverse showrooming. Showrooming entails the process of browsing offline then purchasing items elsewhere at a cheaper price. Unlike its counterparts, Fabletics has attained a considerable success by reversing the showrooming model. By doing so, the company has managed to transform browsing into a positive.
Reverse showrooming has allowed Fabletics to create relationships, know the local market and be relied on not only through events but also other activities. As such, 30-50% of the individuals who walk through the Fabletics’ door are usually members whereas another 25% end up becoming members in the store.
A Foodie Stays Fit
According to a review by A Foodie Stays Fit, joining Fabletics as a VIP member is beneficial. For a beginner VIP member, the first outfit is sold at $25 coupled with discounted prices on various a la carte items. Also, those who join as VIP members do not have to purchase any item or pay monthly fees.
The major benefit of being a Fabletics member is that you can get about 2-3 piece outfit ranging between $49-$59. Upon becoming a member, you are required to undertake a survey about the styles of outfits you like and the types of workouts you do. At the start of each month, Fabletics picks out workout outfits for you.
The Krazy Coupon Lady
A review by The Krazy Coupon Lady posted on May 6,2016 gave an insight about how Fabletics functions. VIP members get every 2-3 piece outfit from Fabletics at around $100. Also, the first VIP purchase comes at a discounted price of $25. Additionally, shipping for VIP members is always free.
When joining Fabletics, you need to take a brief lifestyle quiz in a bid to assist Fabletics to known more about your taste and preferences. In fact, filling the survey allows Fabletics to recommend new outfits for you each month based on your answers.