E-commerce is an emerging sector that is highly competitive. One of the leading companies in the industry is Amazon. It has been in the field for a couple of years, and it currently serves about 20 percent of the clients who buy clothes online. Succeeding in e-commerce is not easy, and companies need to have excellent strategies for them to be profitable. Fabletic is one of the few businesses that are performing well in e-commerce. The enterprise was created in 2013 by Kate Hudson, who has a well-known actress. It has created a niche in the industry, and its net worth is currently $250 million. Very few companies have managed to make such huge profits within a short period. The firm’s online platform has a subscription service that enables the clients to receive products monthly. The membership packages and convince of Fabletics allow it to develop long-lasting relationships with customers.
In the past years, the main factors that determined the value of a brand were the price and quality of its products. The popularity of an enterprise in the current market is influenced by customer experience and satisfaction, clients’ base, design, and convenience. Fabletics has expanded its business, and it currently owns brick and motor stores that are based in areas such as Florida, Illinois, California, Hawaii and other cities. The company sells products from top brands such as Warby Parker and Apple.
According to the GM of Fabletics, Gregg Thogmartin, the primary factor that has been driving the success of the company is its modern and reputable brand. Individual who have subscribed to the company’s services are offered the personalized products at unbeatable prices. The sales and marketing models that the firm utilizes enable it to provide its activewear at about half their cost. Mr. Thogmartin believes that business can easily satisfy the needs of their clients when they are well informed on their needs.
Fabletics has been using an excellent tactic that is known as reverse showrooming. It invites its regular customers to buy products from its stores. Approximately 30 to 50 percent of the clients who buy the company’s products are its members, and 25 percent subscribe after they have already visited its stores. The company has been using online data to know the exact products that are preferred by locals of various regions. It also uses sentiments that are made by people on social media, culture, and its customer experience to ensure that it fulfills the needs of the market.
Kate Hudson established the firm to fill the gap that was in the athleisure wear market. She strives to ensure that women across the country have access to quality, fashionable and trendy activewear products. The regular and VIP members buy products by using their credit cards. New members are welcomed to the subscription service by being offered products that are worth $49, but the firm charges them $10. The incredible discounts that Fabletics gives have also assisted it to attract more customers.