How Fabletics has grown its Online Store

Fabletics in regarded as one of the fast-rising e-commerce companies in the United States. The firm has specialized in the provision of athleisure wear that is fashionable, stylish, quality, and affordable. Kate Hudson is the co-founder of the enterprise. She has managed to grow the firm in the past three years, and it is currently big enough to compete with larger businesses such as Amazon. Amazon was created before Fabletics, and it now controls over 20 percent of the online fashion market. The name athleisure is used to describe the products that it offers since they can be used for leisure and athletic undertakings. Fabletics has managed to attract more than one million subscribers within a short period. It offers high-quality products that can compete with renowned sportswear manufacturers like Lululemon and Athleta. The affordability of Fabletic’s products makes it a more appealing brand to the clients. The price of its products is half of what is charged by its main competitors.

 

Kate Hudson has ensured that her company is among the few that offer incredible after sales services. The subscription service of the company increases its popularity every day. Fabletics makes sure that it understands the preferences of all its clients, and this has allowed it to meet their diverse fashion needs. It offers a short survey that individuals are required to take when signing up. This enables its staff to understand what every client needs. The clothing line has VIP and regular membership packages. The two plans differ due to the privileges that the VIP subscribers enjoy. All members of the company are however offered unbeatable discounts for all the products that they purchase. The membership plan that is provided by Fabletics is popular due to its flexibility. Clients can skip months when they do not wish to buy products or unsubscribe from the service conveniently.

 

Fabletics uses great strategies in marketing and selling its products. Apart from the online shop, the firm had established more than 18 brick and mortar stores by the beginning of 2017. It plans to open 12 more physical stores in different cities across the country. The accessibility of the company’s products is highly increased by opening brick and mortar stores. About 50 percent of fashion shoppers think that it is convenient to buy clothes from an online shop since it is possible to know their real quality, texture, color, and size. Fabletics has made profits that total up to more than $250 million for the few years that it has been in business.

 

The activewear clothing line has adopted a marketing strategy that is called reverse showrooming. The plan involves welcoming people who browse for products on its online stores to visit its brick and mortar shops. The technique is viewed negatively by many businesses, but it has been highly successful. According to Hudson, companies that would like to grow their brands should develop excellent marketing methods. Reverse showrooming has significantly assisted Fabletics in increasing the number of subscribers on its online store.

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