Fabletics has set it set apart from other sportswear brands because the company has a personalized customer service and on-trend fashion. Fabletics uses information on who their customers are and what they like to come up with designs that make each one of them happy. Customers like something that pushes them a little bit to an inspiration level, something Fabletics have combined with convenience and benefits of membership. This combined with the half price of their sportswear compared to their competitors puts them ahead.
Unlike other companies which of just focusing on prices, quality of goods and services which do not assure of success, Fabletics have gone a step further. They have improved on their customer service experience, use last-mile service and offer exclusive designs to their customers. This appeals much to the modern customer’s something that puts Fabletics high up in the fashion industry
Fabletics Use of Reverse Showrooming
Showrooming is where potential customers go through all products in a market and finally settle for the retailer who offers the cheapest price. This aspect has worked to the negative of other competitors but not Fabletics who have modified it to their advantage. When customers browse through items at Fabletics online, they give variable information on the local market. For example, if a customer tries on a piece of clothing, they record it in their shopping carts even if the customer goes and gets it form their retailers. As a result, 30-50% of people who enters their store become customers.
Their online engagement enables them to gather information on what to stock and what to remove out of the carts. Quick changes can be made to meet the needs of each customer using data from online users.
Kate Hudson Take on Fabletics Success
Hudson is ever involved at Fabletics where she goes through sales numbers on a weekly basis. She keeps close tabs on which apparel are doing well and those not doing well or with negative feedbacks which are removed from the site. Customer experience is important and that’s why the first sign up to Fabletics has a short quiz. Everyone can take a quick lifestyle quiz at Fabletics website to get personalizes apparel for their workouts, which is very interesting and exciting. This is used to determine new prices, models new items, and turn inventory quickly in illuminating the future markets.
She advises that, being keen on what a customer wants involves being in direct contact with them, which in turn reduces wastage and guarantees success. The key point to Fabletics is identifying a market opportunity and grabbing it in light of what the customers want. Fabletics saw a lot of expensive sportswear and linked that with customer experience to create a brand that resonates with the customers.