How Fabletics has transformed the Online Fashion Market

Athleisure wear has been changing how individuals perceive life. The clothes can be worn whenever one needs to work out or as normal casual wear. Various fashion designers are being involved in the industry, and they have significantly transformed it. People feel comfortable when wearing the activewear at the gym, around the house, when going for a walk, at the park, and many other places. Many renowned clothing lines are venturing into the business, but some of them do not offer stylish products, and others sell their products at very high prices. Fabletics was established in 2013, and it has specialized in providing activewear products. The firm has taken over the market within a short period since it has managed to build a clothing empire.

 

Fabletics was established as a small e-commerce website. The firm has currently offered subscription services to millions of people who buy its products. Many clients were pleased with the company since it sent them new athletic wear through their mails every month. Besides the automatic monthly delivery, the customers can also purchase other products. The company started by operating online but it has currently established 16 brick and mortar stores and plans to open 12 more shops in 2017. The company needed to open their showrooms to allow clients to view and buy its products physically. According to many analysts, it would be hard for Fabletics to maneuver the market since it was highly dominated by Amazon. Amazon has been in the e-commerce business for longer, and it currently controls about 20 percent of the online fashion market. Fabletics has been growing every year, and it is currently worth more than $250 million.

 

Fabletics offers a better membership model than Amazon. Amazon does not require its members to order for products regularly. The company is, however working to find a model that will enable it better its services. Fabletics fulfills the needs of the clients by collecting some data from them to allow its stylists understand the preference of every customer. The company’s customers can access trendy and fashionable products that fit them well. It has managed to beat Amazon in the recent days since its uses two outlets in selling its products hence making it more accessible. The firm has been using an excellent tool that is known as “reverse showrooming” in marketing its products. The method has been a success since it builds relationships with long-term clients.

 

Fabletics has been transforming how people view activewear. All the products that it offers are top notch, stylish, fashionable, and pocket-friendly. The firm has changed how online retail is perceived since it manages to deliver the exact products that its clients need. It is also able to offer customized merchandise at a cheaper cost than other online businesses. The company has been giving incredible discounts to it members whenever they purchase products online or in its brick and mortar stores across the country. It is easy for anyone to subscribe to Fabletics’ services since its website is user-friendly.

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