There is more to a commodity other than just serving the general purpose of its users. Consumers of a product vary based on several factors ranging from economic, social, technological just to name but a few. As a result, producers have resolved to produce and offer commodities that meet the specific needs of a certain group of people in the society. They have also set up shops and online platforms for their clientele’s convenience and flexibility. This has, in return, maximized the gains of manufacturers since profits are optimized through the online market that is broad enough. Fabletics is in the front line to offer these customized products to its customers, mainly women, through an online platform.
Despite dominance by few other businesses, Kate Hudson’s Fabletics has not only survived but it is now taking the battle for e-commerce marketing to their arch-competitors’ doors. Amidst all this strife, Kate has overseen the growth of her Fabletics business up to a tune of 250 million dollars in just three years. The company makes optimum use of their unique subscription mechanic to make sales of their clothes to its valued customers.
Fabletics has optimized on reverse showroom approach to maximize profits. For many businesses on e-commerce, browsing has negatively affected their operations. Prudently for Fabletics, it has turned browsing into a definite plus to its activities about how they approached the start-up idea. Its present service strategy favors the building of relationships with customers, and knowledge the local market better. As a result, figures show that 30-50% of people visiting the stores are members and an additional 25% become customers in their stores enhancing its daily growth.
Fabletics As A Brand
Fabletics from a product’s angle by reviewers is of excellent quality. Fabletics leggings are said to hold their shape and compression over time, and they do not fade. For the tops, they are way soft and of high quality. More so, they are both simple and stylish such that they suitably meet the needs of most buyers. Also, they exhibit substantial value, going for almost half the price set by the competitors.
Prospective customers are highly advised to take the lifestyle quiz test to determine which of the Fabletics gear is suitable for them. This helps customers pick personalized outfits for their workouts. Moreover, it helps them to come to a conclusion on the most efficient way to get fit, decide on the convenient place for their workout, and determine the best colors that blend perfectly with their style or their preferences.
The firm’s leadership attributes its success to the development of modern version, high-value brands and a membership model that allows for the provision of personalized services and latest fashion at half the price of its competitors. It serves to attract more members to the business, and simultaneously create value to consumers. The entity is built on simplicity with its brands made to certain levels of appeal to suit the clients’ needs and conveniences.