Fabletics has reported an impressive growth over the three years it has been in existence. The fashion firm concentrates on delivering aspirational and convenient brands that match the client preference. Activewear movement is using subscription mechanism to sell clothing.
Quality and price of goods have historically defined high-value commodities. The recent economic shift has forced sellers to add to this combination. Customer experience, exclusive design, gamification, brand recognition, and last-mile service elements are vital when defining products.
The fashion membership entity uses a positioning strategy to enjoy positive outcomes. Fabletics is planning to open new physical stalls and add to the 16 stores in Hawaii, Florida, California, and Illinois. The company is operating just like the renowned Warby Parker and Apple.
Fabletics general manager, Gregg Throgmartin, revealed that the membership model allows them to provide on-trend fashion and personalized services at half the competitor’s price. He states that it is possible to satisfy people if you understand who they are and their demands. Fabletics stores are different from its competitors in such that they encourage reverse showrooming, show right content in digital and physical stores and focuses on people, accessibility, and culture.
Athleisure Brand Winning
Kate Hudson launched her partnership with pop superstar, Demi Lovato at Beverly Hills Hotel. The superstar appreciated the cute clothes designed by Fabletics. He notices that the clothing line is unique. The designs inspire women with various shape, age, and size. Don Ressler and Adam Goldenberg wanted to come up with an Athleisure brand in 2013. The market lacked reasonably priced, stylish, and quality Athleisure brands, especially for women. Available costumes were oversized and expensive.
The TechStyle Fashion Group co-founders, Ressler and Goldenberg, identified a market demand and decided to venture into the industry. They looked for a designer who will aid in designing the desired brands. Kate Hudson was the ideal partner as she was approachable and had an active lifestyle. She was willing to merge with the experienced developers to take the wear to a different level. Hudson personality drew Mr. Ressler and Goldenberg to forming the collaboration. The two companies have tremendously grown due to resource availability, online business experience, and defined communication strategies.
Power of Reviews
The power of the crowd affects the market buying patterns. Clients read reviews about a product before acquiring it and base decisions on past users judgment. Savvy brands like Fabletics are investing ion review centric promotional strategies.
Fabletics was launched in 2013 and has grown to more than$235 million in profit and over one million paying members. According to Corporate Marketing Officer of TechStyle Fashion Group, Shawn Gold, the company has succeeded due to embracing the crowd reviews. Client reviews drive to increased customer acquisition, client retention, and improved loyalty.
Studies show that 84% of potential consumers trust online reviews and personal recommendations from a friend. Customers have lost faith in traditional marketing methods, and they trust feedbacks and opinions of the crowd. Great reviews result in increased revenue. Client opinion increases the number of corporate buyers by incorporating their suggestions into product offerings and business policies. Readers should check the Fabletics Lifestyle Quiz to learn about their products.