Fabletics has become very dominant in a market that has long been dominated by large corporations such as Amazon. Fabletics did not use the usual “pop up” method to grow but instead grew gradually and got a really good feel for the market and its customers before scaling.
Fabletics is a subscription company and relies on information collected from those customers to personalize and customize their styles and clothing line. Fabletics encourages new members to take the Lifestyle Quiz in order to find out what it is that they like to do, what they like to wear, and what they want out of their athleisure wear.
For far too long brands have been defined by their price and typically more expensive brands are thought to be of much better quality. Fabletics has blasted this aged concept out of the water. Their athleisure brand is not only stylish, but affordable as well so their customers don’t have to break the bank to look good.
According to Gregg Throgmartin, the General Manager of Fabletics, the strategy of Fabletics is what has helped them to grow so well while still keeping their customers happy. Fabletics has been able to open stores in Florida, California, Illinois, and even Hawaii, and they plan to add many more as well.
The secret? To stay in touch with the customer and to provide personalized service while offering styles and quality that is still affordable. It is important to know what the customer wants in order to give them what they want.
Fabletics has used a technique known as “reverse showrooming” in order to become successful. While their competition is getting affected negatively by showrooming, Fabletics has sidestepped this problem. Fabletics avoided growing too rapidly and instead has taken the time to get to really know their customers through research. They encourage new members to take the Lifestyle Quiz, and that information is very valuable. They were able to find out exactly what the customer is after and design their clothing line around what they found out.
This resulted in about 30 to 50 percent of their customers shopping in-store already being members and another 25 percent normally signup to join the Fabletics club. Whatever a member decides to buy, and where they buy it, if it goes in the cart it counts towards their monthly membership cost. That means that members can shop online or in-store and it all counts towards their purchases.