Few years ago, Fabletics was no match for Amazon in every way, but today it is a different story. Fabletics current growth rate is alarming or how else would you describe a business that grew to the tune of $250 million in a short space of three years. Fabletics is no more a push-over, but how did it ascend to such lofty heights?
The company is magnanimous enough to tell the world what it did and still does to keep pacing on the highway of success. While some other businesses were busy digging their own grave clinching to show-rooming, Fabletics quickly made a roundabout turn and went straight for reverse show-rooming. At this point, we need to understand what these terms stand for.
Show-rooming refers to the consumers’ habit of stopping in physical stores to see which items looks good and later go online to find competitors ready to offer same items at lower price. The consumer put in an order for the item with the competitor and takes delivery afterwards. The owner of the offline store benefited nothing from this buyer as a result, so where will owner get money to keep the store running if such situations persist? If the store owner can reverse the process (reverse show-rooming) then he or she will be better for it. However, it is easier said than done. A couple of strategies are needed to achieve reverse show-rooming. Fabletics is one of the few firms that were able to get it done using a membership model that offers on-trend fashion and personalized service at half the market price.
Today, no one can dispute the fact that Fabletics is doing well. The number of their physical stores keeps increasing in most of the cities in the United State. They recently added new ones to the existing stores to raise the total number to 16. Another set of new ones are also waiting to be opened.
A BRIEF REVIEW
Fabletics is one of the fastest growing fitness apparel companies around.
The owner, Kate Hudson, together with her management crew, has been able to put together a highly effective monthly membership structure. Your status matters on joining the Fabletics community. Experience taught me that choosing to be a VIP member is still the best because you only pay $25 for your first piece of outfit. In addition, you can choose to withhold purchases for one or several months with being penalized. The big one is that you will be sent monthly curated outfits comprising several pieces for just $49-$59; that is unbeatable anywhere.
Also, you will be required to take a survey upon becoming a member. The reason behind this is for the company to know important details about you so they can serve you better. They will need to know your preferred workouts, those you do regularly, as well as styles of outfits you find irresistible. With these facts, they will be able to send suggested workout outfits to you every month, so you can pick which ever you want and place an order for them. You do not need to be scared about their price as most
curated outfits are in the region of $50.