Fabletics is an online sportswear retailer. But it is not your ordinary sports store. It is a subscription service that suggests fitness apparel to its customers. Fabletics also has 18 physical stores in major states such as California, Illinois, Hawaii and Florida.
Fabletics Is Giving Amazon A Run For Its Money
Amazon is currently the largest online retailer. 20% of people shopping for fashion online use Amazon. But soon Fabletics might just be the leader in the fashion sector. The company, which started in 2013, is doing things differently. Aside from the subscription service, “reverse showrooming” is also a major contributor to its success.
Shopping clothing is not the same as shopping other items such as electronics. Buying clothing needs fitting and feeling the fabric. Therefore, they visit “brick and mortar” stores, browse through pieces of clothing and then order the same clothing through cheap online retailers such as Amazon.
Most retailers whine about this phenomenon, but Fabletics is reversing it. Now instead of customers browsing in the store and purchasing online, Fabletics is encouraging browsing online and buying in store. Even when you try out clothing in the store, they appear in the online shopping cart. 30-50% of customers that visit Fabletics stores are members while 25% of nonmembers walk out of the stores as members.
Implementing User Preferences Data
The company does not just collect user preference data; it uses the data to gain useful insights. From the data, the company gains a better understanding of their market, and the kind of wear users prefer. Fabletics stores only stock items that are most appealing to customers at a given time.
The Fabletics Subscription Service
There are two types of Fabletics members” regular and VIP members. Regular members simply sign up for free, and they get to shop anytime they want fitness apparel at regular prices. VIP members pay $49.95monthly subscriptions. The fee guarantees a monthly purchase of fitness wear with free shipping. If a member does not want any product, they can skip a month and the month’s bill will be $10 only.
All members fill out their preferences, which are mainly dictated by their lifestyles. Fabletics uses the data to provide relevant product suggestions to each member.
Fabletics as a Brand
Fabletics is not all about e-commerce, it is doing well as a clothing brand. It offers quality clothing, considering the low price. Women who have purchase Fabletics products note that the leggings material is thick as opposed to see-through. The tops are also impressively soft.
The company is also excelling in style. They have a wide variety of styles to choose, a wide range of choice to suit every woman’s needs.
The company’s website has an easy to use user interface. However, the items sell out incredibly fast. So when ordering, hope that the size will fit you so that you will not have to reorder only to find that the item, or the color, you prefer sold-out. Also, shipping takes too long compared to other online retailers.
Kate Hudson, and company, really hit the nail on the head when they launched Fabletics in 2013. In just three years the company has grown revenue to $250 million. In 2017, the company is set to increase the physical stores to 30.