Since its launch, Fabletics has displayed tremendous growth and success in the fashion industry. What Fabletics has achieved considering that Amazon runs 20% of the fashion e-commerce market is undoubtedly commendable work. Building a $250 million enterprise is not a minor accomplishment. The subscription model adopted by Fabletics has proven to be a key part of its recipe for success.
In the past, high-value brands were defined by the quality of commodities and price. However, this situation has transformed due to a change in economics. Currently, customer experience, exclusive design, brand recognition and gamification elements have become increasingly vital determinants that define what consumers consider as high-value. Gregg Throgmartin, the general manager of Fabletics asserted that the secret behind Fabletics is creating a reimagined and modern version of a high-value brand from its foundation or start.
What is Different about Fabletics’ Physical Stores
Fabletics has managed to reverse the showrooming model by making browsing positive instead of negative. By so doing, reverse showrooming has allowed Fabletics to create relationships, know the market and get relied on by its customers. When a client is shopping and happens to try out any piece of clothing, it reflects into their online shopping carts.
Fabletics is well-aware that displaying the right content in both the physical and digital form helps to prevent the destruction of a client’s brand journey. Stores are stocked based on various factors including social media sentiment, membership preferences for local members, real-time sales activity and store heat-mapping data.
People, Accessibility and Culture
Fabletics has had a fair share of challenges along the way. Nonetheless, customer experience, a balance of lifestyle and consumer education have assisted it in overcoming most of the challenges in its effort to grow.
An In-depth Look at Fabletics
Fabletics is one of the primary subsidiaries of TechStyle Fashion Group, formerly known as JustFab. The brand was founded in July 2013 through the close collaboration of Kate Hudson and the co-founders of TechStyle Fashion Group, including Don Ressler and Adam Goldenberg. Operating from its headquarters in El Segundo, California, Fabletics mainly deals with women’s accessories and sportswear, which commonly go by the name athleisure. Fabletics members are provided with personalized outfits, which are picked for them based on several factors including fashion preferences and lifestyle. As a co-founder of Fabletics, Kate Hudson has established herself as an ambassador of the brand by wearing different Fabletics’ designs.
Furthermore, Fabletics goes beyond clothes to fostering a community of individuals who embrace its mantra, live your passion. Since its establishment back in 2013, Fabletics has managed to achieve a lot of success, especially when it comes to expansion. In 2014, it ventured into the European market by targeting France, Germany and the United Kingdom. Later that year, Fabletics made its way into Canada. In 2015, it achieved several significant milestones including shipping a million orders and opening about six brick and mortar retail stores in the United States.