Kate Hudson’s online workout fashion shop Fabletics has created a sensation in a short span of time. Though the firm established in 2013, every year it saw a growth rate of 35 percent or more. Also, every month there are thousands of additional customers are joining the website. The website has got a capitalization of $250 million within three years. It is found that the firm is giving increased customer engagement through its platform. The industrial experts confirm that the products have an appealing fashion sense and great value while considering with other products available in the market. What makes Fabletics so special? What strategy made it very popular?
High Quality, High value, and Stylish
The products are mostly high quality with a style that can attract everyone. Interestingly, the customized products are designed to taste one’s fashion priorities. The products which are designed for workouts are actually body fit and give a great comfort while wearing it. It has a wide range of products for skinny people, average body type or obese. When it comes to quality, the products are soft and expands and contract according to the body type of the person. Most of the outfits are with solid colors with stylish cut-outs. Also, the outfits are not getting faded even while using for long-term. In terms of value, all the outfits are almost 30 to 40 percent less price comparing with similar quality and stylish products available in the market. For example, the leggings offered by Fabletics is priced around $50 whereas similar quality products from Lululemon or Beyond Yoga would charge $80+.
A new concept of showrooming which includes online store as well as offline stores in major cities. Fabletics use this strategy due to many people are finding comfort in checking the product physically and then ordering it from online at the lowest price. Fabletics provide an option to check the products in its offline stores and search it on the internet to find similar products with the lowest price, which will obviously lead to Fabletics online store with more variety of products than listed in the physical showroom. This helps Fabletics to ensure 100 percent customer satisfaction and a great engagement with them.
VIP Membership Plan
In order to make people getting according to their fashion priorities and to get products at discounted rates, a subscription plan has been started by the online retailer. The VIP Membership plan charges $49.95 per month, and it would come as a credit for the customer, and he can make use of it for purchasing the outfits along with free goodies. Also, the VIP members get the products at discounted rates up to 50%. The amount is automatically charges from the customer every month, but if she wanted to skip a month, she has the option to be not paid for that month. As soon as signing up for the VIP Membership, a questionnaire regarding the choices of products needs to be filled. This helps the retailer in providing customized products for each customer according to her preference.
With excellent products, brilliant business strategy, and increased engagement with the customers through a membership plan, Fabletics is creating a storm in the fashion industry. Recently, it started selling outfits for men as well, as it is looking to expand its customer base.