Fabletics has seen tremendous growth in the last three years, having netted over $250 million since their emergence in the e-commerce market. Fabletics is a subscription service that operates much like parent company JustFab. They rely mostly on their subscriptions from people that love their athletic wear and want the convenience of being able to shop from home while seeing increased savings. Each month, customers get a boutique that is picked by in-house stylists. The customer is allowed to choose one item, which is covered by the monthly subscription fee. Fabletics has also incorporated a unique marketing method that is allowing them to compete with giants such as Amazon. They are building brick and mortar locations in which customers can try on the clothing and see it in person. They do not get the same deep discounts they would if they belonged to the subscription service, however, but they can purchase an item to get a feel for the quality and style. In most cases, this reverse showroom technique can convince skeptical shoppers to sign up so that they too can get the incredible discounts.
Fabletics is not only reverse showroom techniques to help drive business, but they are also gathering celebrity endorsements from people such as Demi Lovato. They are also heavily focused on data gathered from their target audience. Fabletics is also highly focused on improving customer satisfaction scores so that they can continue to grow. Kate Hudson works closely with the owners of TechStyle as well as the President of Fabletics to ensure that they are delivering a stylish and high quality product that is going to create demand. She is involved in everything from their social media campaign to designing new styles to offer to their customers.
Fabletics is enjoying steady and rapid growth even though the retail industry as a whole has been in decline over the last few years. Their blend of using real-time data and delivering excellent products and customer service have created a huge demand for their products. They are projected to continue to see this steady growth in the years to come because they continue to use innovative, cutting edge strategies that have customers coming back for more. If you haven’t signed up for Fabletics yet, now is the time to start reaping the benefits of being a subscription member. Simply take the style quiz and get started building a fantastic athleisurewear wardrobe.