Fabletics has impacted the online fashion industry during the last three years – it was founded in 2013. When most people believed that the brand has no growth prospect in the industry that is ruled bigger players like Amazon, the founders thought differently. Due to that reason, the firm surpassed $250 million revenue per year milestone, last year. Fabletics is also one of the few online brands that register significant sales growth year after year. What made the impossible possible? It was executing few strategies to rule the segment – fashion-centered athleisure brand. The most important one among them was customization of products based on customer needs.
It introduced a new shopping experience to the customers called reverse showrooming. With this, the customers have the choice to visit Fabletics local stores in their city and check the products physically before planning to make a purchase. They can buy it from Fabletics online store or get it from the local store itself. Fabletics analyses online data, including purchase preferences of local customers, social media sentiments, real-time sales activity, and more, and customizes product listing in the local stores based on popularity. This ensured significant sales from the local stores along with added customer engagement. Additionally, Fabletics created growth by focusing on people, accessibility, and culture.
When the firm was founded in 2013, it was tapping the opportunities of the market of no high-quality, fashion-centric smart-wear brand during those days. The brands were also not competitively priced on those days. The founders created the brand with a strong focus on fashion along with quality and reasonable pricing. Kate Hudson, co-founder of the firm, took an active role in the designing process and ensured that the team is coming out with styles that are fresh and appealing the masses. She also reviewed the sales numbers, devised the social media strategy, rebuilt the customer service, and more.
The strategy worked clearly in the favor Fabletics, and it displayed growth consistently over 40% every year. The firm is currently on rampant expansion plans and laid out the timeline for stores in all the major cities in the country. To improve the customer experience further and individualize their needs, Fabletics introduced Lifestyle Quiz – a questionnaire that includes fashion preferences, body features, and more. Once people fill it, Fabletics use the data to design individual fashion products for the customers. Fabletics encourages people to test the firm’s customization level by filling out the Lifestyle Quiz.