When Kate Hudson first set out to create outerwear that would be comfortable enough for all women she wanted to create a sense of empowerment. It was important enough for her to engage in the conversation with women that were looking for form fitting outerwear that would be comfortable and pretty. In the conversations she held before launching Fabletics in 2013 she realized that she wanted to do things differently than her competitors.
Looking and Feeling Great without Breaking the Bank
Hudson realized early on that she needed to price her products at a reasonable level to attract customers. She also knew that she wanted her customers to feel special. This meant that she needed to upend the current price margin and create a niche. In other words she would need to create a way for customers to have more control over their selections.
One of the ways Fabletics has upended the marketplace is by offering discounts for membership in the Fabletics family. The benefits of membership include personalized services and the ability to choose high quality trending products at half the price of the nearest competitors.
Personalized Service geared toward Your Needs
The secret to Fabletic’s success is the fact that they listen to their customers. The trends of comfortable yet form fitting leggings and tops that can be worn outdoors and in casual environments continues to grow. Understanding their target audience is an important step towards realizing their long term goal of providing women of all shapes and sizes the clothes they need to look their best.
It is through the reverse marketing strategy that Fabletic incorporates that they satisfy their customers’ needs. This also helps with inventory because the customer drives what is popular and what isn’t popular.
Fabletics encourages online browsing by giving customers opportunities to view products both online and offline before purchasing them. The reverse showrooming technique provides customers the best of both worlds by allowing members to choose what they want to wear.
Convenience and Selection
Fabletics customers are used to viewing and selecting products online. The convenience and selection online provides busy women with opportunities to try on products in the comfort of their own home. They may also shop at one of the physical stores and pick up their selection there. Making the connections is an important part of the customer’s experience with Fabletics.