Fabletics in an online company that has some retail stores for customers that still like to shop in a real store. They sell leisurewear and active wear for women. It was co-founded by actress Kate Hudson with the goal of offering women great products at a reasonable price. They offer a subscription service to sell products to their customers.
Their unique marketing strategy is paying off as they have opened more physical stores in the last few years. They have added more physical stores in addition the sixteen that have opened in Hawaii, Illinois, Florida, and California. Their membership offers great fashion at half the price of the competitors.
They know their customers from their extensive market research. With their physical store they allow reverse show rooming. This is a technique where people browse their products offline. This technique sometimes leads to customers buying products elsewhere. The company has turned browsing into a positive customer experience. Avoiding the pop up store has helped them know their customers and build solid relationship.
About 30 to 50% of customers that walk into a store are already customers online. Many become members after they visit a store. When they try on a piece of clothing it goes into their online shopping cart. Fabletics doesn’t care if customers buy online or in the store. When the data they collect about customers they learn the items that customers like and don’t . The store will only stock the products that customers buy.
Physical stores are stocked with customer preferences, store heat mapping data and real time sales activity. They try to combine global fashion trends with user shopping trends. Their growth factor is because they have great leisurewear at reasonable prices. The company is in 10 countries. Fabletics puts the customer experience at center of their marketing strategies.
Kate Hudson of Fabletics say her success is based on identifying market opportunities. They design active wear for all shapes and sizes that women come in. They even created designs for larger women that wear plus sizes. As America struggled with health Kate Hudson wanted to create comfortable and enjoyable active wear.
Kate looks at sales number every week and know what’s selling. When products don’t sell she removes them. She makes videos and is involved in marketing. She uses big data, believes in herself and takes risks to keep the company successful.