Fabletics is an online brand that sells athletic wear for women as well as sports gear and casual and athletic footwear. Owned by Don Ressler and Adam Goldenberg, Fabletics is a part of the TechStyle Fashion Group family which helped it step on a more stable foundation as a new company.
In terms of business, Fabletics has established many beneficial practices that have made it possible for the online brand to accomplish some significant things. Starting with their membership model, Faletis uses monthly memberships to attract and retain customers. The VIP membership allows the customer to take advantage of many dscounts and some great deals. What is more, in-house stylists make up an outfit for each VIP member of the brand according to what the person likes and needs. The name has information about such preferences thanks to the Lifestyle Quiz that customers have to complete in order to be signed up as a VIP member of Fabletics.
Another impressive feat that Fabletics has achieved is the sales rate. According to recent reports. Fabletics has surpassed Amazon in terms of sports wear sales. Both companies utilize the Reversed showroom technique. The technique was first introduced by Apple, but Kate Hudson has managed to adapt it to the clothing brand successfully. The company has managed to gain more memberships because of that and achieve higher revenue. In fact, Fabletics is worth $250 million up to date.
As an online store, fabletics is responsible for how they market their products. One of the most critical aspects of that these days is the experience f personalized merchandising. Cokie cutter merchandizing is no longer enough, and consumers glaze over it and move on. Personalized merchandising, however, is a whole different story. If an online store manages to gather enough information about each individual user, then it can display more relevant products to them. Online stores usually start by showing random products and making conclusions based on what the customer clicks on.
Speaking of gathering information, Fabletics has proven to be proficient at that. Kate Hudson has spoken about the active customer information database of the online store with a lot of pride. Fabletics has been developing and enhancing the way the website gathers information about the brand’s clients and is currently one of the most efficient ones on the market.
If it continues this way, Fabletics will be even more successful. Setting the bar higher, the brand continues to pursue excellence.