Fabletics: A Modern Way to Shop
Written by admin on January 21, 2017
Fabletics has found success in the way they market their brand. Using a technique known as “reverse showroom,” it allows for customers to see the product displayed online and then customers can decide to buy it in the store. The actress, Kate Hudson, originally formed Fabletics, which has now become widely successful. A further understanding of how they have become successful shows why the reverse showroom is such an effective marketing strategy.
Part of the Fabletics success when using the reverse showroom technique is because they have a subscription mechanic to sell clothing to its customers, according to an online articles by Paul. Having a membership for customers allows Fabletics to build a modern and creative version of high-value brand. One article mentions how the Fabletics membership plan is beneficial to the business itself by offering a personalized service, but it also allows for customers to find trendy fashion items at half the price. Furthermore, with the reverse showroom technique, more and more customers are shopping at the Fabletics store. It is estimated that 30%-50% of the customers that walk through Fabletics are already members. With a membership option for customers through the reverse showroom technique, Fabletics is able to successfully market their brand.
Another reason for Fabletics success is because of their data. Their content is based a lot on customers preferences. Based on sales activity and social media, Fabletics is able to cater to their customers fashion tastes. This is a significant reason for Fabletics success. It has found a way to be accessible to customers as well as modernizing the way shopping is done, increasing the growth of its brand by 35% every year, according to an online article. These marketing methods are all part of the reverse showroom technique, something that drives the business of Fabletics.
As a brand, Fabletics has developed numerous types of clothing when it comes to activewear. Some of the outfits that Fabletics sells is yoga pants, running gear, workout wear, tops and bottoms. Their website offers a wide variety of activewear for customers to select. Fabletics website also shows how customers can become VIP members, which allows them get a significant percent off of their purchase. Furthermore, the Fabletics brand also boasts of different styles of clothing based on the customers interest. Part of what separates Fabletics clothing from other competitors is the surveys that Fabletics offers to customers to ensure that their product meets the consumers needs. The clothing is also designed for a variety of workouts.
Overall, Fabletics has created a signature brand that boasts of a variety of high quality activewear. It separates itself from other businesses by catering the customer through it reverse showcase technique. Its attractive membership is one of the many ways its caters to its customers. Fabletics has proven success in giving customers a modernized way to shop. They have successfully demonstrated this through its effective marketing strategy: reverse showcasing.