The recent years exhibit a growth in customer relationships to gain popularity by businesses while there appears to be a degeneration in the value of brands. This is because modern consumers do not only prefer high-value products to have dual characteristics of being affordable at a good price and reliable with high-quality performance. Modern consumers want more attributes like good customer handling, exclusive features and loyalty perks.
Fabletics and its Recognized Online Customer Management Program
Fabletics is one such company who has been able to identify the wants of the modern consumers and has reached success in catering to these desires. Fabletics implements its services mainly via an online subscription program to sell sportswear or athletic range of apparels. This had resulted in the success of Fabletics within the Fashion industry. The company had been able to evolve into a $250 million enterprise within only 3 years. This fast-paced growth appears to threaten the major controller of the Fashion industry that has captured 20% of the industry on the e-commerce platform – Amazon.
The Use of “Reverse Showroom Technique” by Fabletics
Fabletics has had a successful growth in consumer usage and popularity because it applied the “reverse showroom technique.” Showrooming is what the competing brands are suffering from that’s leading to their low consumer response. The showrooming act is when people cruise through all the products within the market and end up buying from the retailer who is offering the product at the cheapest rate. Fabletics had decided to turn this act around so that the customers browse through the products offered by Fabletics and end up buying those products from their retail stores. Using this strategy, Fabletics gains one-quarter of their browsing consumers as Fabletics members and between one-third and half of these consumers end up purchasing the products they had previously browsed online.
Fabletics is able to offer products at the lowest price in comparison to its competitors because it takes full advantage of its online engagement system performed with its consumers. They only stock and can undergo rapid changes in trends using the data obtained from users online. Additionally, users receive even greater benefits when they become members who receive discounts and other perks from the company. Furthermore, the company offers its consumers with convenience in browsing online that leads to quicker selections and purchases made by the user.
Fabletics – Revolutionizing Activewear
Fabletics was established in 2013 after a surprising deficiency in lavish, low-cost and conveniently accessible activewear was observed within the fashion industry. This company was Co-Founded by the acclaimed Hollywood star, Kate Hudson. Hudson was accompanied by Adam Goldenberg and Don Ressler, the Co-CEOs of JustFab Inc. during the establishment of Fabletics.
The shopping style for Fabletics is unique. The shoppers have to log onto the main site first and then participate in a pop quiz. The pop quiz reveals custom recommendations based on the answers of the shoppers. Then, shoppers can select the items they prefer and check out as a guest or a VIP member. The VIP membership system is flexible, and there are no binding terms and conditions.