Fabletics Plans To Eat Into Amazon’s Share In The Competitive Fashion Industry
Succeeding in the competitive online fashion retail industry is not easy. Large corporations such as Amazon dominate the industry. According to recent data, Amazon controls over 20 percent of the online fashion business. However, these statistics did not deter Kate Hudson from venturing in the trade through her company, Fabletics. In the past three years, Kate Hudson has seen the company grow from a small agency to a large corporation valued at over $250 million. Despite such achievements, Fabletics is not yet satisfied. The online fashion subscription retailer is now planning to take Amazon head one and eat into its market share. The company’s objective may seem far-fetched. However, the leadership of Fabletics has much belief in their business strategies.
Historically, the prices and quality of a company’s products and services has determined the strength of a brand. However, the focus of modern markets goes beyond the products offered by a company. For instance, last mile services, brand recognition, gamification, exclusive design, and customer experience have become a crucial part of any business. Over the years, Fabletics has focused on providing its clients with exceptional shopping experience. The corporation believes that by satisfying its clients’ utility, through unmatched customer experience, they will be able to attract and retain more customers. The company’s products are also exclusively designed and affordable. This information was originally published on Forbes.
Like other leading online retailers, Fabletics is also opening physical stores. Just like Apple and Warby Parker, Fabletics conducts extensive research before deciding where to locate its stores. Strategic location and positioning of a business aids in boosting the image of a given brand besides attracting more clients. The company has over 16 physical stores. They are located in Illinois, Florida, Hawaii, and California.
Fabletics is also relying on proven strategies such as fashion membership. This approach has resulted in the success of JustFab, Fabletics’ sister company. As per the strategy, clients subscribe for monthly delivery of handpicked ‘activerwear’ attires. The clothes are selected based on clients’ fashion preferences.
Although the process is tedious, Fabletics works round the clock to offer clients with items that are tailored to their specific fashion needs. The company knows about the tastes of their clients through their Lifestyle Quiz. When answering these questions, clients are encouraged to provide honest responses. Clients are free to answer the questions at any time to reflect their true preferences. The company has an option that allows consumers to change the items selected for them before they can be shipped.
Fabletics is a women’s sportswear and accessories company. The online fashion retailer sells its products to clients through a membership program that allows clients to receive handpicked products based on their preferences. In addition, the company brings its products to the customers through its 18 brick-and-mortar stores.
Many non-sponsored reviews such as A Foodie Stays Fit have praised the company’s services, especially its use of Lifestyle Quiz to determine its customers’ preferences. A Foodie Stays Fit posits that clients of Fabletics get value for money courtesy of the company’s innovative services and products. The company offers its clients great customer service, hugely discounted products and quality products designed using non-see-through materials. Moreover, Fabletic’s flexible system allows for easy interaction between the company and clients. This information was originally reported on A Foodie Stays Fit.