Fabletics: Plying Successfully in Amazons Waters

To say that the fashion and clothing world is a crowded one, would be an understatement. What with all the stores, and individual brands out there, choosing the garment can be confusing as heck. This is especially true with the advent of e-commerce. Shoppers habits changed thus. Now it’s not unusual for someone to go and try something out at a brick-and-mortar store, only to go online and buy it at a different store! Therefore, it’s not surprising that Online shopping behemoth Amazon has clinched nearly 20% of the fashion market, by some estimates! So how does a company get started and become successful in such a scenario? Well, there is always the reverse showroom method.

 

There was a time when price and quality went a long way to get customer loyalty. This approach worked back in the “good old day’s” when brick and mortar stores ruled the earth. Now the scenario is all about fancy terms such as “brand recognition”, “customer experience” and “last mile service”. This is where a company such as Fabletics is going against the grain and succeeding. Founded by screen actress Kate Hudson in 2013, the company has already grown to become a serious contender against Amazon! Fabletics is worth nearly $250 million and growing! They do this with a process called the reverse showroom method.

 

The concept behind the reverse showroom method is very simple. The customer has the choice of either visiting one of Fabletics brick and mortar stores, or go online to purchase. Once the customer goes online, they have a choice to become a member, which is renewed every month. Once they become a member, they can take advantage of huge discounts. This benefit extends to when the customer shows up at the physical store. Not a member? No problem. When visiting the store the customer has the opportunity to become an online member as well!

 

When Fabletics first started the business, many people were skeptical about the company setting up actual physical stores. But “nothing succeeds like success” as an old proverb goes, and this seems to be the case for Fabletics. Membership is based on certain metrics, mainly, body types. After all, we are all different, physically speaking, and during the application process the customer can put in metrics such as exercise habits, body mass. The products themselves are of good quality, made with thick enough fabric that will last. The athletic clothing is known to have good compression (which is what holds everything in place) without color fading issues.

 

We can talk about quality all day, but what about styling? After all, it’s half the reason why people wear what they wear. Fabletics has it in spades. Whether the customer is into more conservative styles or bold and flashier clothing, Fabletics delivers. Overall the company enjoys a high satisfaction rate for value for money. To get the same level of quality customers would have to pay substantially more at another store.