Fabletics has created a unique success story in the online world by following a way created by itself. The online brand, founded by Kate Hudson, Adam Goldenberg, and Don Ressler, has grown to a $250 million income-generating firm within three years. The company offered unique fashion activewear products that are made from high-quality materials. Interestingly, the products are priced at around 40% less than similar quality products available in the market. The brand used a number of techniques to make its vision of “favorite brand in activewear fashion” a reality. The techniques and strategies of Fabletics are an excellent case study for any growing or aspiring brands.
Fabletics identified that customer experience, last-mile service, exclusive design, brand recognition, and gamification elements have increased role in the concept of high-value brands for modern customers. Firstly, Fabletics introduced a unique shopping option that addresses all the issues of the customers. It introduced reverse showrooming to ensure an extra level customer experience. The brand opened up many physical showrooms in all the major cities in the United States. It means that people can go and experience products physically and purchase it either from the stores or the web store. It gives customers an option to check the product before buying it.
Secondly, it counted the online data as the primary asset for the retail strategy. Fabletics identified that providing the right content online as well as offline is an essential part of the customer’s brand journey. It depended on the local online data and identified the choices and preferences of customers and supplied the same to the local stores. This ensured that highly engaging and appealing products in the local stores, and that satisfied majority of the showroom customers. It also ensured that the brand’s growth focus is by depending on people, accessibility, and culture.
The brand ensured that communication is smooth across the verticals and to the customers. To improve the customer experience and by understanding the criticality of data, Fabletics devised a Lifestyle Quiz for its customers to offer customized products. It means that any new customer who signs up Fabletics for the first time has to complete a set of questionnaires that ask them their fashion preferences, physical aspects, and more. Based on that data, the online brand designs activewear products that can impress the customers. In return, the customers get products of their choice. Fabletics asks everyone who wanted to buy stylish and high-quality activewear products to sign up for the online store and complete the Lifestyle Quiz for getting products of their choice.