Getting into the clothing business in this age and running it successful amidst the competition there is today, is difficult, to say the least. However, Fabletics did in and did so in style. The company entered the business of manufacturing and selling athleisure wear for women in the year 2013 and in just a few years has become a brand that is sought after worldwide. Primarily an American company, it has a market in the United Kingdom and Australia as well along with few other countries. The company plans to launch into many other countries in the time to come. Currently, the company is doing a business of nearly $300 million annually, and it is a figure that is expected to rise in the coming future.
Fabletics has been able to woo the target audience primarily because it offers quality products at affordable prices. Fabletics ensure that the customers don’t get bored with its product line as it continually adds to its product range, new designs, and new styles. Kate Hudson, a well-known Hollywood actress, is also one of the co-owners at Fabletics, which has helped the company in getting some mileage and boost in its publicity and marketing efforts.
One of the reasons why the company has been able to survive the tide of heavy competition from its arch rivals like Amazon is due to its subscription model marketing style. The customers who are patrons of the company have the option of becoming its VIP members, which opens access to multiple benefits for the customers. It makes it easier for them to get products every month as the company sends them an email with the product range personalized for them, and customers can just choose what they want from it.
Fabletics started with primarily an e-commerce company selling its products online, but recently the company implemented the reverse showroom technique. It is a technique that has earlier been adopted successfully by companies like Warby Parker and Apple. The primary aim of this technique is first to introduce the company online and focus on internet marketing for a while before entering the market physically. It is a sequence this method uses to get closer to its target audience and keep the growth rate consistent. So for the company has opened 22 stores and planned to open more in the future, not only in the country but overseas as well. Visit the company’s site and complete the lifestyle quiz it offers to experience the personalization it provides with shopping on its website.