Fabletics: Making A Difference For Customers

According to an online article on forbes.com, Fabletics has increased its business by $250 million in just three years. Kate Hudson’s company is a worthy competitor of Amazon, which has a 20% niche in the fashion e-commerce trade. Customers of Fabletics have the convenience of online buying and a VIP membership, says the article.

 

Modern customers want more than just quality and good pricing, states the article. They are also looking for excellent customer service and exclusive design. The executives over Fabletics have compared their strategy to that of Warby Parker and Apple. Not only can customers buy their clothes online, but they can also purchase them in the several brick and mortar stores that Fabletics has opened.

 

The article quotes Fabletic’s general manager, Gregg Throgmartin. Throgmartin says that his company can offer trendy fashions and excellent customer service for much less than their competitors. He says it is all about knowing the customers and what they want. That is how a business makes their customers happy, Throgmartin explains.

 

One of the ways the article says that Fabletics does their stores differently is “reverse showrooming”. Many of their competitors only have physical stores. Customers may peruse their merchandise and find a cheaper price at another store. Fabletics did things in reverse. Most of their customers are online members already. It does not matter whether the customer shops Fabletics.com or their physical stores. Customers get the same great value and customer service either way, says the article.

 

Another way that Fabletics increases sales in their physical stores is that they have online data for customer preferences. Sales management sees what online members are buying online and get a good idea of what to stock in their stores. They can monitor changing trends and what is being said on social media. Dustin Netral, SVP Operations for Fabletics, says in the article that using customer preference data and international global fashion trends builds greater customer satisfaction.

 

Fabletics has experienced a 35% annual growth, says Shawn Gold. He is the Corporate Marketing Office of TechStyle Fashion Group, parent company of Fabletics. The company depends on a balance of lifestyle, experience, and education of the customers, says the article. Gold attributes the successful growth of Fabletics over 10 different nations to great pricing, a genuine spokesperson (Kate Hudson), and their creative team members, says the article.

 

The article says that Fabletics understands the modern customer by monitoring data and offering a positive brand. People like what they buy and become repeat customers. The company uses intelligent distribution, quick purchase options, and an excellent membership program. Fabletics uses every angle to present a positive shopping experience to customers online or in a physical store, says the article.

 

In order to compete with e-commerce giants like Amazon, stores like Fabletics and its competitors have to do something different, says the article. That is the goal of Fabletics, both online and in its stores. They use exclusive products, innovative technology, and data collection to achieve their goal, the article states.

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