Fabletics is a fitness apparel company that operates differently than any other. Being unique has given Fabletics the momentum to take on Amazon who controls 20% of e-commerce when dealing with fashion. Fabletics has grown to a $250 million business in a short amount of time.
Fabletics accomplished this amazing feat by doing things differently. The first significant difference is Fabletics encourages reverse showrooming. Reverse Showrooming is when a customer uses the Internet to research items but then goes to the store to purchase the items. Fabletics turned this procedure into a positive. 30-50% of clients that go to a brick-and-mortar store are already members. When a customer tries on an outfit at the shop, it also is placed int eh shopping cart online. This ingenious strategy allows the customer to purchase the desired item online or in the store.
This idea of investing in a physical store and embracing reverse showrooming has allowed Fabletics to provide the perfect experience online and offline. According to some, this exceptional experience may be due to smart distribution, fast purchase options, or innovative membership programs, but some would say different.
Fabletics brags that they focus on accessibility, people, and culture. This emphasis seems to be working when looking at Fabletics’ growth rate. The brand has experienced a 35% growth rate year after year. According to one customer, this growth is due to the quality, style, and value of the brand.
The leggings offered by Fabletics are thick and comfortable. They also have unbelievable compression and hold their shape over time. The most important feature is the leggings will not fade after various washings. These features give Fabletics an edge when it comes to quality.
Fabletics offers a variety of different styles to meet the various preferences of their customers. A built-in bra for some items would reduce the need for layering a bra underneath and ruining the effect of individual styles. However, Fabletics has a wide variety of tanks and bottoms to fit the customers’ needs. They also have unique cut-outs, fabrics, and patterns available to order.
Fabletics offers a membership where a client can get two to three items and a particular item for under $70. The first outfit as a member is only $25. A member gets a great deal and membership is free. The leggings that come in this deal would run closer to $80 by themselves. The website is easy to navigate, and it is easy to place your order.
The reverse showrooming, quality, style, and value are what makes Fabletics different. As long as Fabletics continues to operate differently, they will continue to see growth and successful. Fabletics may even surpass Amazon as the leading e-commerce dealer.