Fabletic’s takes Amazon by storm as the company has climbed the ranks in just 3 short years. Fabletic’s has grown into a $250 million business. The company is part of the new activewear trend that has hit the markets wide open. In order to purchase items from Fabletics, you must first subscribe to the company.
For decades, for an item to be deemed a high value, two factors determined that, quality and price. But now, everything has shifted into a new direction. Customer service and customer experience, popularity of the brand, and exclusives are more important and what determines what is high value and what is not.
Fabletics compares their company to companies like Warby Parker and Apple. The big secret is that they have redesigned the modern day consumers view of what is considered high value. The subscription service allows the company to become more personal with it’s consumer. This keeps them in competition with other brands by offering trendy activewear for half the cost.
Fabletics do physical stores differently than others. Their physical stores premise is reverse showrooming. In general, people browse offline at different items only to purchase them cheaper somewhere else. But Fabletics took advantage of what the norm is with consumers. They rely on events and activities to draw in the consumer and by the time someone walks into their stores, they are already a member.
Data taken from online can give valuable insight, but the success of the business isn’t based on data alone. Showcasing online and in store the right pieces of activewear is crucial. Physical stores stock their stores based off online data. That creates an ease of change as trends and fads change. This is combined with subscription service along with consumer needs and that keeps the business successful.
Fabletics faces issues like any other business. But as the business continues to grow, competition with other companies, educating the consumer, and the overall balance of the consumer lifestyle is pushing the company to new heights with success. Shawn Gold, who is the Corporate Marketing Officer for TechStyle states that the rate of growth for the brand is a continuing 35% each year.
In the e-commerce sector, Amazon is hard to compete with. But companies like Fabletics have figured out how to succeed in this world. Between having the all exclusive products, membership services, knowledge of demographics and the data that goes with it, they are a force to be reckoned as they continue to grow.
Fabletics is a company that gets personal with you. With its membership, it gets on the consumer’s level targeting what they are looking for. The products are affordable and stylish. The products can also be worn by the active individual or by an individual that just wants to lounge in something comfortable. The products are great in quality and the fabric easily moves when you find yourself in an intense workout.