Price and quality are slowly being replaced by brand recognition and engagement, custom and exclusive design and customer care. Convenient online shopping, ambitious brand strategies, and membership perks seem to be doing the trick. Kate Hudson’s Fabletics, a trending online retailer providing women sportswear products, is leveraging these tricks and enjoying rapid growth reaching over $250 million in under three years.
In addition, it is slicing the fashion e-commerce pie previously enjoyed by Amazon and giving similar competitors a run for their money. Besides an extensive online presence, Fabletics currently has 16 physical stores in Florida, California, and Hawaii and more are planned for the expansion.
The reverse showroom technique employed by Fabletics involves providing an online platform to view the available product options and then heading into a physical store to complete the purchase. The membership approach allows Fabletics to understand each consumer’s basic preferences, vital statistics and lifestyle interests. This enables them to engage with potential clients better and provide customized services such as individualized fashion purchase suggestions.
By the time you walk into a store, you are already recognized as a member of the brand. Local markets are easier to discover through targeted membership drives and customer relationships that remain solid. Matching offline presence with the online experience is key to retaining a strong consumer base. People’s fashion trends are fluid and dynamic. Membership means that consumers are always updating their fashion preferences and the stores are able to keep up with the same stocking on products that are expected by their membership. Imagine a store that keeps evolving their brands, presentation, and marketing to suit your personal preferences!
Data analytics and the ability to fuse global fashion trends with personal preferences guarantee long-term customer satisfaction and brand loyalty. Strategies that leverage the power of social media and online platforms encourage consumer engagement. As Fabletics’ fortunes keep rising, the focus on strategic lifestyle and consumer engagement through online platforms will maintain the momentum and accelerate the return on investment. Bets striving to maintain the connections with the consumer whether online or offline are paying off.