Any fashion company that wants to do anything must beware of the behemoth that is Amazon. Amazon currently has control of around 20% of the e-commerce market. That is making it extremely hard for anyone to compete. Yet, that is exactly what Fabletics is doing. Fabletics brand of activewear is catching on in huge popularity. The Fabletics sales team is putting a big emphasis on what is viewed as the biggest factors in the modern buyer: customer experience, brand recognition, and design. Fabletics has already opened up physical stores and plans to open up a lot more. Gregg Throgmartin, Fabletics General Manager, says their secret ingredient of success is their membership model. This means they are able to tailor make buying choices for each individual based on their personality, likes, and dislikes.
It was no accident them stumbling on the membership model. Fabletics decided from the beginning that this membership model was the way to go after seeing the competitors often just do offline “showrooming”, which usually ended up with the customer deciding what they wanted and then going to get it somewhere else. They could do this without thinking before the showcasing store was impersonal to them. They did so because there was no kind of store-customer relationship. Membership allows Fabletics to create and maintain close and personal relationships with customers. This online membership translates to the physical store experience. When a member comes into the store and tries something on, it automatically goes into their online shopping cart.
The famous actress, Kate Hudson, co-founded Fabletics in 2013. Fabletics is the most successful affiliate of TechStyle Fashion Group. To date, it has garnered 1.2 million customers in eight countries. Fabletics entry bonus for memberships is very appealing in and of itself. After a membership fee which starts at $49, new members receive a top, sports bra, and bottom according to their preferences. Fabletics knows that this is not the only reason you will love Fabletics. There are their prices, their personalized service, their top-quality and very fashionable sports clothing. While you are doing the shopping, check out their personalized Lifestyle Quiz on the Fabletics website.