The modern fashion world is a tough nut to crack. No one knows this better than those who are trying to build an e-commerce enterprise in the shadow of the major market players. Amazon alone accounts for over 20% of all e-commerce and this leaves pretty slim opportunities for enterprising startups.
Nevertheless, Fabletics is setting new precedents and showing that with a creative approach to your market, great things are possible. How great? Well, Kate Hudson’s line of sportswear has seen great success despite these odds and in the last 3 years has reached a total worth of $250 million.
How is all this possible?
Flexibility and versatility are two important components of a successful approach to the unpredictable market trends that affect the biggest companies. Fabletics exemplified this versatility and flexibility by moving away from the established notions that top-quality and high-prices are the hallmark of exquisite high-fashion.
Online consumers appear to be moving in this same direction and are quick to favor well-known brands that continuously churn out fascinating styles and design options. If they are also supported by excellent customer service, the modern consumer can hardly refuse.
These are the qualities being favored in the modern market and Fabletics knew this. Which is why they have set themselves to head off their clients with some best practices for showcasing their products and ensuring an increase in customers, profits and greater success.
Fabletics and The “Reverse Showrooming” Methods
Showrooming fashion designs and styles is always a gamble for the big names in fashion. The most common practice for a budget-wise consumer is to browse the shop, find what they like and then proceed to procure their attire from a cheaper brand or even have the designs tailor-made at a fraction of the cost.
Fabletics has circumvented this roadblock by setting up an intelligent membership system that provides members with reduced costs for the items they have browsed at the Fabletics Showroom. Those that have found interesting items at other showrooms will also find the Fabletics options are being offered at a reduced price.
Creating a membership plan that aims to provide their clients with their choice of fitness attire at the best prices possible is what makes all the difference. Memberships are offered online as well as through a wide range of events at physical locations.
Customer service is another big selling point for the Fabletics brand. With a dedication to the providing ad hoc solutions to the quest for better health and fitness, clients feel they have a strong supporter in Fabletics. This kind of relationship generates that trust and confidence that will keep clients loyal and ensures more sales and customers in the future.
If you would like a sample of this keen attention to customer needs and goals, check out the Fabletics Lifestyle Quiz. This short series of questions places an emphasis on the customer and provides the information Fabletics needs to provide the best service possible.
By keeping the needs and desires of their clients at the forfront of their marketing techniques, Fabletics is much more than a provider of fitness attire. They have made clients friends and eagerly share their goals, this kind of connection is gold.