Fabletics has perfected the art of using its subscription model to grow its brand globally. The company realized that customers like aspirational brands that offer shopping convenience, membership perks, and push them a little. Thus, mixing all these ingredients into one model comes up with a powerful combination that drives sales.
In the past, all high-value brands have defined themselves according to the high prices and the quality of goods they offer. However, an economic shift means that this combination can no longer be used to guarantee success or a competitive edge. Instead, other factors have emerged like last-mile service, brand recognition, quality of customer experience, gamification elements, and exclusive designs.
Gregg Throgmartin, Fabletics’ General Manager, thinks that building a reimagined, modern version of high-value brands is the real secret behind the company’s fast growth. He added that the firm’s membership model allows it to offer on-trend and fashionable personalized services at half its competitors’ prices.
What’s Different about Fabletics’ Physical Stores?
Fabletics encourages reverse showrooming in each of its physical stores. Here, shoppers browse products online but make the purchase elsewhere. This means that up to 50 percent of people walking into a Fabletics store are subscribed members while another 25 percent subscribe before leaving. Fabletics also uses online data to customize their shoppers’ experiences and view growth as a factor of accessibility, culture, and people. The company has a lifestyle quiz for customers that determines the type of athleisure wear that is best suited to them.
Overcoming Challenges at Fabletics
As Fabletics evolves and moves into new territories, the balance of lifestyle clients’ education and experience seem to be paying off but of course with challenges. According to Shawn Gold, growth is a factor of having a quality product at a great price. Fabletics is listed among a growing army of risk positive, nimble, and data-aware brands who understand the new consumer.
They face challenges from all sides whether it is quick purchase options, smart distribution, and innovative membership programs. They, however, give the user the ideal experience whether online or offline through taking on a reverse showrooming model and investing in physical retail experience. The company is defining itself with enterprise technology, scaling itself with ROI based media and creative, exclusive products.
Kate Hudson’s Role as Fabletics’ Brand Ambassador
In June 2017, Kate Hudson hosted a launch party for Fabletics’ first collaboration with pop artist Demi Lovato. Lovato revealed that she loved Fabletics since its inception and was glad to partner with the fast-growing company because it empowers women to achieve their best version. Today, the fashion-forward startup has grown into an impressive $250 million company.
Since day one, Kate Hudson was heavily involved in all aspects of the company from the design process to sales. Hudson was adamant that clear communication was a must. Her efforts saw Fabletics get a favorable Better Business Bureau rating. Despite the success of the company, Hudson is not ready to quit acting.