Fabletics is a leading online e-commerce portal offering high quality “Athleisure” products that are affordable and uniquely designed to appeal the modern consumers. Fabletics has grown from strength to strength in just four years since its inception in 2013 and is now doing a business of close to $250 million each year, a figure that is expected to grow manifolds in the year to continue. The company is growing at over 35 percent annually since the brand was launched, and one of the primary reasons has been its subscription model. In the subscription model, the customers get an email showcasing a personalized collection of athleisure products.
The members can pick and buy the articles they like at a discounted price, and it would be delivered at their doorstep. If the member wishes to skip any month, they can do so without any obligation to pay for that particular month. It is a flexible membership model that is aimed at offering convenience to the customers while personalizing the entire shopping experience.
One of the co-owners of Fabletics is Kate Hudson, a famous Hollywood celebrity, who apart from being a great actress and an Emmy Award winner, is also a role model for many women for her amazing body and fitness level. The influence of designs and style followed by Kate Hudson is seen in Fabletics collection and is one of the reasons why Fabletics was popular among the target audience from day one itself. The company was able to make a mark in the fashion retail business in a relatively shorter period, because of factors like it’s available subscription model, unique and stylish collection of fashion and athleisure articles, and the reverse showroom technique the company implemented recently.
The policy of reverse engineering is earlier successfully used by major companies such as Warby Parker and Apple successfully. It helps the brand to reach out to a wider audience without them losing interest in the brand, but rather helps in increasing the brand curiosity, which helps in increasing sales, expanding customer base, and enhancing revenue over time. The successful implementation of reverse engineering technique has lead to the company converting over 35 percent of the showroom visitors into VIP members.
The VIP members have only the good things to say about the subscription model because busy and working women are now able to buy exactly what they want with ease and that too affordable. The motto of the company from the time of its launch was to ensure that the customers get quality products without costing a bomb. And, it is what has helped the company reach out to masses with ease, and give a tough competition to the other main athleisure brands.
The company does extensive research and uses the data available from its local department to showcase only the product that interests its customers at its stores nationwide. If you are looking to join Fabletics as a VIP member, make sure to take its Lifestyle Quiz, which would give you an idea as to how the company personalizes the shopping experience for its patrons.