The customers of today are much different than they were 20 or even 10 years ago. In the past customers were looking for high quality at a reasonable price. Todays customers are more interested in convenience, recognizable brands, and exclusive designs. To be successful companies must appeal to modern consumers. Brick and mortar shops are still important, but an on-line presence is essential. Kate Hudson and the people of Fabletics have become successful in the contemporary market in just three short years.
The General Manager, Gregg Throgmartin, believes the membership model, used by Fabletics, allows them to offer trendy fashions and personalized service for half the price of competitors. During 2017 they will be opening several more physical stores adding to the sixteen locations already open. But what makes Fabletics different from other stores? First, they get to know there market through events and activities. Their current strategy allows them to build relationships and 30-50% of shoppers in the store are already members. Additionally, 25% become a member before leaving the store. As customers try on items they also appear in their shopping cart online. This can be convenient if you want to order later. Second, Fabletics wants to offer items people will purchase and wear. They use online data gathered locally to stock stores. They are aware that trends and styles change over time and location. They use local member preference data, social media inputs, and real time sales to reach a balance between global fashion trends and user preference. Third, the company strives to achieve growth through offering quality products, great prices, an authentic spokesperson, and a creative team. They span 10 countries and have grown 35% per year each year they have been in business. These factors have allowed Fabletics to take on Amazon as a real competitor to their market share.
Fabletics offers a wide variety of clothes like Yoga pants, casual tops, leggings, shorts, and accessories. These items certainly are perfect for the gym but they also can be worn for running errands with out feeling out of place, as well as relaxing in your house or yard. They offer a variety of colors and styles, and they are available in extra small through double extra large; pants are available in short, regular, and tall. Fabletics really understands that not all women are created the same, cookie cutter clothes are not what you will find here.
Why do women love this brand so much? When you sign up to join Fabletics, you will be asked to fill out a short survey consisting of questions about the way you work out and the style of clothes you prefer. This is how they get to know you, your needs, and your style. Each month which you are a paying member outfits are created for you to review and chose from. If you decide that you do not want an outfit that month, you simply opt out. Then a high quality stylish outfit will arrive at your door.