Athleisure wear is changing the way people think about life. For years, you had to choose between looking good or wearing clothes that you can work out in. Fortunately, fashion designers have caught on and athleisure wear has changed the world. People love wearing athleisure wear around the house, at the park, and when they are working out. Several clothing lines are experimenting with athleisure wear, but many of these lines are not attractive or are simply too expensive. Fabletics was founded several years ago to appeal specifically to the athleisure market. They have built a clothing empire in a short amount of time.
Fabletics started as a small internet company. They offered a subscription service, and millions of people flocked to their vision. People loved receiving new and exciting athleisure wear in the mail on a regular basis, and Fabletics allowed customers to add other items to their orders through the Fabletics online store.
Fabletics recently started opening brick and mortar stores throughout the United States. Many analysts declared brick and mortar stores dead, due to the popularity of Amazon, but Fabletics actually feels like now is the time to open their own showrooms. Currently, Amazon controls 20% of online fashion sales, but Fabletics has grown market share year after year. Fabletics has taken on several new business techniques that give it a competitive edge.
Amazon has a very limited membership model. They do not require Amazon members to order regularly, instead, they rely on their website to gather data on individual users. Over time, Amazon hopes to build a profile that will offer consumers the best product. Unfortunately, this system does not always work. Fabletics uses a full-on membership model, allowing the company to gather the data they need to create an excellent customer experience. Customers want access to quality products that are meant for them, and Fabletics is ready and willing to step up.
One excellent tool that Fabletics uses to their advantage is “reverse showrooming”. Many brick and mortar stores complain about being treated as a showroom for products. Fabletics wants their users to browse, so they can gather data on their customers. The more you browse, the better they can serve their customers. Once customers are done browsing, they can buy from the Fabletics site or from the store. Fabletics is crushing Amazon by offering users multiple outlets to purchase their goods.
Fabletics is an incredible company, and their products are changing the way people view athleisure wear. Recently, a popular blogger reviewed the site. She discovered that the site offers high-quality goods with amazing style. Unlike other stylish brands, Fabletics is an extremely affordable brand. The reviewer felt that Fabletics was an incredible value.
They offer customers a customized experience that will allow them to get the clothes they need. Amazon should take notice of Fabletics masterful work.