Fabletics: Expanding Their Customer Base Through Innovative Marketing Techniques

People all over want to look like models while working out and want to stay fashionable even when they are sweating it out, and Fabletics is a brand that has divulged into that market and given people exactly what they want. Fabletics was founded in 2013 by Kate Hudson and since then has created quite an impact on the world of fashion and activewear.

 

Even with numerous brands penetrating the activewear segment, people looking to find the latest trends in activewear tend to shop from sites like Amazon, which currently own a large part of the market share, making it harder for smaller brands to establish themselves. However, Fabletics managed to establish themselves as a prominent brand even in a market scenario as saturated as this by incorporating rather original plans and methods of selling which brands rarely include. For example, Fabletics sells their activewear through their membership program which their customers have to sign up for when they decide to purchase from the brand for the first time. This system lets the brand keep their customers and enables their clients to buy more and more from the brand more frequently than customers of other brands do. Through the membership plans, customers receive sets of activewear every month by choosing a plan that is suited to their needs. Customers can get anywhere from one to as much as seven sets of activewear per month depending on their subscription plan. The people who have signed up for this program get the latest trends in the fashion world delivered to their doorstep every month without having to put in much effort.

 

With the success of their online store, Fabletics decided to expand and reach a larger target audience through their tar and mortar stores which the brand started opening up in early 2015. As of right now, the brand has already opened sixteen stores across the country. However, the industry of showrooming can be competitive, with a lot more factors which customers take into consideration while walking into a store. Even regarding their physical store, Fabletics decided to take the path less traveled by putting into a system a marketing technique commonly referred to as reverse showrooming. By using this method, customers can enter the store and browse through the clothes that are available on the site and choose from a wide selection of products, People entering the store are encouraged to try on the products and get a feel of the quality of clothing that Fabletics offers. This also gives clients a better understanding of what kind of activewear looks good on them and what doesn’t. What’s different about this store is that customers aren’t made actually to buy the product in the store. Instead, they are encouraged to go online and look at the products once again and make their decisions to purchase the product in their own time. This has especially proven extremely useful when trying to rope in potential customers who have been adverse to online shopping and the world of e-commerce in the past.

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