Amazon is a game changing retail giant that has corned an astonishing 20 percent of the entire apparel market. Their reach is so great that it has other retailers wondering how to compete in the age of Amazon. Fabletics is one brand that’s learned how to survive and thrive even against the online juggernaut. Helmed by style icon and influencer Kate Hudson, Fabletics has figured out a unique marketing strategy that appeals to customers with an on and off line approach. In fact their success can be attributed to just that – their approach to a strong and streamlined link between between their online and offline stores is key to satisfying and engaging with their customers.
As Fabletics continues to grow the company continues to learn from the trends and needs that drive their customers to buy. Hudson provides the brand’s aspirational appeal as she lends her name and accessibly glamourous image to the brand’s aspirational quality. Membership service makes customers feel special and exclusive while attention to the demand for and popularity of certain items in specific regions allows the brand to stock its stores with merchandise most desired by customers in each locale. But it’s the reverse showroom tactic that Fabletics uses that’s serves as the brand’s most unique and innovative asset. Physical stores are places that customers and potential new customers can come to see and try on the merchandise in person without pressure or obligation to buy anything. While in store people can sign up for the brand’s subscription service and shop online for the looks they just saw in person. This allows users to interact with the product and see for themselves its quality and value before committing to a subscription or purpose.
With a commitment to promoting a fit and healthy lifestyle Fabletics wins by knowing it’s market as a whole and its customers as individuals as much as possible. The brand understands the need for a work life balance and endeavors to provide members with clothes that are versatile and multifunctional, creating stylish pieces that transition easily from work to play to workout. Taking the athleisure trend to new heights and adding new stylish designs very frequently, this brand proves how a commitment and vision that includes incredible customer service will always be viable in the marketplace. Providing women with the clothing to power their active lifestyles at price points that are accessible without allowing the quality of the product to suffer is no small feat, but so far Fabletics has managed to make it look easy and fashionable as well.