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Written by on March 1, 2017
Going Head-to-Head with Amazon
Amazon may be the leading entity in the online fashion world, but Kate Hudson’s Fabletics has risen through ranks and is now one of its biggest competitors. Fabletics has grown exponentially in 3 years, accruing a revenue of $250 million. The firm provides personalized outfits based on consumer preference. Clients are required to subscribe to a membership plan.
Price and quality often define high-value brands. The quality of goods and service are no longer sufficient to assure the success of businesses, due to changing economic dynamics. Customers are continuously considering other factors, such as exclusive design, brand recognition, and client satisfaction in determining high-value products. To cater for this, Fabletics have built physical stores in addition to online ones.
According to Fabletic’s management, the firm aims to create an innovative, modern variant of the high-value brand. Their subscription model allows them to reach customers individually, enabling them to handle the unique needs of each client. Additionally, they offer a cheaper alternative to their customers. Some of the strategies that differentiate them from others include;
Many people walk into showrooms to window shop, then proceed to buy products in other stores, at a lower price. Fabletics subscription strategy allows them to interact with customers and learn about current market trends. Consequently, most people that walk into their stores are already subscribed, and a new one is enrolled if they are first-time visitors. If a client tries on an outfit while in the shop, it is uploaded to their online shopping cart, regardless of whether the item will be bought or not.
The firm uses online consumer preferences to determine what kinds of outfits to stock in particular locations. This means that the shops are likely to have products that are appealing to the local clientele. The products are regularly updated to keep up with changing trends.
The company has invested much in consumer education thus improving customer experience.As a result, it has witnessed a growth rate of 35%, according to its leadership. Provision of quality products at affordable prices and incorporation of data science are paying off.
After subscribing, a member is taken through a survey to determine their favorite outfits. At each month’s beginning, outfits are picked for you, according to your choices in the survey. Fabletics apparels come with several advantages, such as;
Despite their affordable price, quality of the clothes is not compromised. They hold their shape over time and do not fade.
There is an extensive collection from which customers can pick their favorite. All preferences are taken care of, but users still have a chance to customize if they cannot find a suitable outfit.
Value for money
As compared to other online stores, Fabletics products are cheaper. They are also durable, offering value for money.
The online platform is easy to use and navigate, even for first timers. It also incorporates a friendly interface. Fit surveys are also availed to assist clients in choosing correct apparel sizes.
Fabletics are redefining online business. By adopting strategies such reverse showrooming and data science, it is clear that the firm is set to give Amazon a run for its money.
A photo posted by @fabletics on
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