Fabletics is a brand that has been taking the activewear world by storm. With their unique and fashionable designs, Fabletics has made its mark in the industry and in people’s hearts since its establishment in 2013. Since then, the company has coma a long way to be one of the top competitors in the activewear market.
Amazon has pretty much now become synonymous with the world of online shopping. A place where you can get almost anything and everything seems to be a shopper paradise, putting Amazon on an extremely high pedestal in the world of online shopping. This position usurped by Amazon makes it difficult for other brands to establish themselves in a more or less monopolized market. But Fabletics has managed to break away from this notion, and emerge as a top brand standing among the giants of the fashion industry.
Kate Hudson is the founder of Fabletics. Being a workout lover herself, she knows from personal experience what kind of clothing a person would want to work out in. The clothes that Fabletics offers are not only super comfortable but look like they are straight out of an issue of Sports illustrated. When a person works out, they want to feel empowered as well as sexy, and Fabletics as a brand gives its customers just that.
The company works on the principle of forming a lasting connection with its clients to offer them their new and latest products. Fabletics tries it best to fulfill their customer’s demand and needs and provide the best possible customer service. Unlike other stores, Fabletics decided to adopt a rather innovative and unconventional tool to ensure that their customers keep buying their products. The company started a membership system whereby customers can sign up on the website and have access to the latest trends in activewear. The site will ask you to fill out a few questions about your body type and preferred sport so that it can give you the best workout clothes package for your needs. Once you have signed up, you can pick out which clothes you would like to receive, and the brand will send you workout clothes based on your choices every month. Fabletics understood that their customers lead an active and busy lifestyle and may not have the time to go shopping every month for new activewear. By signing up with the site, members get new designs, every month, without having actually to go shopping for it. The brand has thousands of happy customers who are all satisfied with the subscription plan, making the brand the success it is today.
But Fabletics wanted to expand further as a brand and establish itself even in the form of physical stores. They still wanted to set their store apart from the rest and hence devised a reverse showroom technique whereby customers can walk into the warehouse and try on the clothes they see online to get a look and feel of them. The store mainly serves as a place where customers can have a look at the clothing.
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