It is truly where when a fresh, young company sees such as accelerated growth as athletic wear brand Fabletics has seen in the past few years. While founded in 2013, the company has already surpassed annual sales numbers of other companies that have been in the game for a decade or more. Fabletics now has over one million monthly members that receive a stylish athletic outfit from Fabletics delivered to their door every month. The company also boasts over $250 million in sales.
What Does Fabletics Do Differently?
When Kate Hudson co-founded Fabletics with TechStyle Group, they wanted the company to disrupt the way people buy athletic wear. Prior to Fabletics women had to choose between quality athletic wear that was typically functional and unstylish, or stylish trends that were often either low quality. There was also brands that had athletic wear that was expensive and offered little selection.
Fabletics decided to focus on its online presence to grow its membership base. They selected a membership model. This means that instead of going online and continually browsing for one item, members receive a full outfit each month delivered to their home. One big consumer trend is for people to sit online and browse through clothing inventory only to hop over to another site to check for lower prices or different variations. The result of this trend is a lot of virtual shopping bags that end up sitting full and no purchase is ever made. Fabletics took a different direction and in doing so, has become the darling of the athletic wear world.
How Fabletics Uses the Power of the Crowd
Fabletics wanted members to feel like they were truly part of a community of other members. Their social media presence is highly interactive with fans, even offering to share user-generated content with its hundreds of thousand so followers. While social media is a cornerstone of Fabletics marketing strategy, the company also leverages the power of online reviews to build trust and grow its membership base.
Today’s consumer trusts online reviews as much as they trust a referral from a friend. Today’s consumer also typically checks online reviews before purchasing anything from a new dress to a new car to gauge how others feel about their purchases. By leveraging the power of these online reviews, potential Fabletics members can see thousands of others who are happy with their membership and specific outfits. It is no secret that people trust the word of thousands of people just like themselves over the word of one person.
Fabletics also leverages the power of the crowd by encouraging users to share photos of themselves in their Fabletics outfits with a common hashtag. By searching this hashtag on platforms like Instagram and Facebook, potential members an see thousands of real people who have been satisfied with their outfits. They can also get a better idea of how Fabletics outfits look in real life. All of these things help to build trust with Fabletics and to encourage people to become members.
Everyone loves to work out. The desire to have a perfect body goes hand-in-hand with what they wear to the gym. Activewear is another sector of the ever-changing fashion industry. This section of the industry grows each and every day, with countless individuals buying outfits. There are many activewear companies on the market, that promise to provide the best activewear styles. In most cases, these activewear companies sell clothing that is rather expensive. The cost of clothing sometimes can deter customers from supporting a brand. However, there is one company that just surfaced on the market that is becoming very successful. Fabletics is a company that uses a unique business model to attract customers and keeps them for the long haul. This company sells stylish and comfortable activewear, that many young women are attracted to. Their prices are reasonable and they have a unique way of getting customers. Fabletics uses a membership business model to keep their customers. This business model is successful because it allows customers to buy clothing once a month. The company generates money continuously because the customers are continuously buying their products. Fabletics has great items for a low price. Many customers enjoy the comfort of their leggings and tops. The clothing is breathable, stretchy, and hypoallergenic. Many customers have said that they can go to the gym in their products and instantly go out in the clothing as well. The clothing is so comfortable, you can wear it for hours.
Fabletics is taking over the retail market. They are competing heavily with Amazon.com. While Amazon remains the king of the retail industry, Fabletics is quickly creeping up in the ranks. Fabletics is becoming so popular, that they have generated $250 million in just three years. This feat is shocking for many in the industry. Their key to success is a combination of many things. They contribute many of their customer base to the membership business model that they have implemented. They also contribute their success and popularity, to a tactic called reverse showrooming. Many companies will say that showrooming is a killer in the retail industry. However, Fabletics has used that tactic to their advantage when it comes to their customer base. Usually, showrooming consists of a customer going to the store and browsing. When they find something that they like, instead of purchasing the item at that store, they will go to another store and buy the item at a cheaper price. For many retail companies, this is considered the death of their business. Fabletics has changed the idea of showrooming. When a customer goes into a Fabletics store, they can browse and leave the store without purchasing a thing. The change is, the clothing that they were looking at in the store will instantly be added to their online shopping cart. This allows the customer to buy the product from Fabletics, without going anywhere else.
Fabletics is a company that is growing each and every day. The company is scheduled to open six more stores, which will add to the stores they already have in the United States. The stores that are already open are located in Illinois, Florida, California, and Hawaii.
One thing that people that take an interest in fashion understand is that different stores handle sizes and fits differently. Therefore, while a lot of the stores may have XL sizes, some stores will have clothes of the XL label fit like the clothes of the other stores that have the M label and vice versa. There are a lot of factors that go into how fashion retailers handle size. One of these factors are the countries and cultures that the company exist in. Some countries have a different average when it comes to the size of their citizens.
With each fashion retailer, it is important to learn the sizing. Fortunately, companies like Fabletics make it easier for people to find out what size fit them the most. Therefore, they lay out all of the requirements of a certain size. This gives people the chance to measure themselves to find out their size. While one can measure herself, it might be better for one to have someone else handle the measurements so that she will have and easier time knowing what size fits her best. Then she can order the clothes and save money with her membership.
Fabletics knows the frustrations that can come with trying to find one’s own size with the clothes they offer. They also like to reach as many customers as possible which is why they have opened physical locations. This gives people the chance to try on clothes in order to find out what size fits them the best. Therefore, people who have very little time to measure themselves can easily pick out the size that fits them the best.
Fabletics, being a part of TechStyle is also looking to deal with sizing on a global scale. Therefore, they are willing to accommodate the differences in each culture so that they will be able to increase the sales of the company as well as help the citizens of those countries feel they way they want. Given that Fabletics is one of the brands of the company that encourages self expression through fashion, it is only a matter of time before people have opportunities to experience greater satisfaction in their styles.
The fashion industries, and the industry of technology, have seen obvious changes over the years. One constant thing about them is that they grow together at a seemingly same speed. Over time, technology has grown to be fashionable, and fashion has grown to become technologically fashionable. The fascinating part of the story is how they grow together. A glimpse in the present and past can shade light on what is in the future.
The Past and Present
There was an excitement brought about by the 70s boom box. This technology allowed you carry around your favorite stations and tunes. Moreover, it had two cassette decks. One was used for recording and another for playing the music. Its usage, which went into the mid-80s, got added to the movie storylines that increased their popularity. While the 90s approached, the invention of the Walkman allowed you to purchase a more personalized experience with music. A decade later, the music experience became smaller with the invention of the iPod. Technology always grows with increasing popularity of what is mainly considered as fashionable.
Currently, fashion and technology have synthesized. For the fashion designers, nothing adds value to their life than creating something that delivers quality. While using this technology, they see this as possible. The Dutch fashion designer, Anna Wipprecht, marries technology and fashion. She does this as an exciting experiment as you dive into the world of technology. There are endless possibilities when it comes to innovation in the fashion industry. For her vagrant-dress, she has gained popularity. The cloth has increased adoption n a massive scale in Europe and Latin America.
While technology use is inevitable, fashion has become advanced. For Anna, it may not be fashionable to wear the motorbike helmet. However, the helmet offers high-end technology and protection in case of an accident. She also talks about air bags. Whenever an accident occurs, they will pop up and protect your head from damage. When it is not opened, you can view the surroundings better. Firefighters as well have benefited from technology and fashion. Frontline Gloves is a new technology in the market. It allows you to pass information in fire environments. So, you don’t have to leave the building to send a message.
Moreover, there is lots of fashion created by recycled material. Inner tubes of bicycles can be recycled to develop one-of-a-kind jackets. Recycled radiator copper can be used to create long gowns.