The pre-requisites of a successful brand, before the use of Amazon and online shopping became popular, were quite different. Now, these brands uphold values of the provision of new options for customers and last-mile service. Moreover, these competitive brands also need brand recognition now for staying ahead of their contenders. Other factors that determine the position of a brand in the market include giving a unique experience to their customers and customer service. To excel in the fashion retail industry in the present age, where Amazon is a leader with the hold of the 20% of fashion e-commerce, Fabletics has been on the road to success for the past three years. With a whooping $250 million business, Kate Hudson and other co-founders of the online sports brand have made good use of subscription techniques.
The techniques regarding positioning and branding that are being implemented by Fabletics has allowed its customer to receive high-quality athletic wear and sports clothing. This fashion membership brand is taking good advantage of the new trend of ‘athlesiure,’ and it seems to be working in their favor. They plan on expanding their empire by opening more franchise stores just like the ones in California, Hawaii, Illinois, and Florida. Predicting customer’s desires is one of the determining factors of a modern high-value brand, according to Gregg Throgmartin, General Manager at Fabletics. The membership model and techniques employed by the company’s brain tank has used personalized design and products at a reasonable price for this reason.
Fabletics have revolutionized browsing in real time into an experience that is worth having for the customers. Now, 30-50% of the customers who shop at their stores are already their customers, and 25% of people who visit leave as members of the store. Note that, while Amazon is a strong competitor in e-commerce, companies like Fabletics realize what is important for building a successful fashion brand. This includes using techniques of exclusive product, using data science like ROI media and enterprise technology.
Moreover, Fabletics recognizes the need to present its customers with products according to their preferences, needs, and taste. There are many other factors which also decide what goes on the shelves, like real-time sales activity, social media sentiment, and store heat-mapping. Their market value grows by knowing their customers and their lifestyle, and owing to that, their growth rate exceeds 35% every year. Fabletics should be applauded as a brand that can predict its client’s desires, presenting them with the complete physical retail experience and maintaining customer relationship.
Many customers and reviewers of the brand have expressed their satisfaction regarding Fabletics. When someone opens their website, they are asked beforehand about their workout and sports choice, so that their options are tailored according to it. Customers say that the quality of the products has exceeded their expectations. There is a variety of designs to choose from, and products are budget friendly. Moreover, the website and the whole process of placing an order are extremely easy and fast.