The world of online fashion retail is highly saturated with much different fashion based e-commerce portals already. One of the e-commerce giants in this sector is Amazon, which holds over 20 percent market share in the segment. Even though many companies have started in the last few years, Amazon has been able to continue to maintain its top spot.
However, one company that is giving tough competition to Amazon is Fabletics, which has grown to do the business of over $250 million annually having started in the year 2013. In just four years, Fabletics have transformed from a fashion startup to an established e-commerce fashion brand that is aspirational, well-established and growth-oriented.
Kate Hudson, one of the top most Hollywood celebrities and award-winning actress, is one of the co-owners of Fabletics. It is what contributed to the fast growth of Fabletics. One other reason why Fabletics grew so quickly is that of the unique membership model it follows, in which the customers can enroll and become VIP members of Fabletics.
As VIP members, they get an email each month with a personalized collection of athleisure products they can choose from at a very reasonable price monthly. The month the users skip purchasing, the amount for that month would be rolled over to the next month and added to the account. It makes shopping experience highly personalized, convenient, and hassle-free, which is what most customers are looking for these days.
The reverse showroom technique followed by Fabletics is also one of the reasons for the success of the company. The company aimed at making its presence felt through various marketing measures online, and achieving sustainable revenue, before opening physical outlets. And, it is what the company achieved in a short period. It is a technique similar to what other major companies like Warby Parker and Apple have tried earlier.
The idea behind reverse showroom technique is first to spread awareness among the target audience about the brand and create an identity, and then go forward to opening physical stores. As per the statistics, over 35 percent of the people visiting the 18 plus stores of the brand across the country become VIP members of Fabletics.
There are millions of customers who are totally in love with the Fabletics’ products and services and look forward to their new collection each month. If you want to join Fabletics too as a VIP member, it would be a good idea to run through the Lifestyle Quiz first offered at their site.