Did you know that Amazon controls 20% of the electronic fashion market? You would have to be either crazy or have an incredible marketing program to try to compete with that colossus of sales, but Kate Hudson’s Fabletics is doing just that and seeing some success (growing into a $250 million business) in only three years.
Though there is a certain amount of mystery associated with all success, but Fabletics had Amazon in their cross-hairs long before they became a household name. They knew the competition would be fierce, but they planned a multi-part strategy that is paying off.
Fabletics launched with much fanfare in a subscription model. Offering remarkable, quality fitness outfits at an extreme discount to attract interest is their foundation. This initial offer is contingent upon accepting VIP membership with its monthly shipments balanced by easy, customer-friendly cancellation. This approach built a groundswell of interest, launching Fabletics with a ripple of interest in the fashion-forward fitness crowd.
However, the Fabletics story does not stop with this one marketing approach. In addition to the impressive carrot that has attracted so many customers, you need products to keep those customers. Fabletics offers a layered system of service and quality to maintain interest and customers.
For example, rather than just sending every customer the identical outfit each month, Fabletics custom-selects outfits based on selling history and registered preferences. When you register for VIP membership so you can receive the sensational initial bargain outfit, you also register your exercise habits, exercise clothing preferences such as shorts vs. capris, and style interests.
Fabletics combines this data with your purchasing patterns. Though the premise is that you receive a new outfit for approximately $50 each month, you are not required to accept that outfit or any outfit for a given month. By tracking what you keep and what your return, Fabletics can further tailor your outfits for greater success each month and fewer returns.
As for customer service beyond fashion optimization, Fabletics has designed a system to prevent customers from frustration. Many subscription-based services become discouraging over time. For example, if you belong to a book club and have a busy period when you can neither read nor return books, you feel trapped by the subscription.
Fabletics fights the subscription ennui by providing customers with a substantial refusal window each month to prevent an order from shipping at all with no charge to the member. Each shipment is sent on approval; the customer may select items from the shipment, keep the entire shipment or even return the entire shipment. Any customer who returns partial or complete shipments receives store credit or is charged a minimum fee for refund. VIP customers pay no shipping fee, which is genius. Many people refuse to purchase electronically because of the price of shipping.
Using this well-reasoned approach, Fabletics is making a real splash in the growing fashion athletics market. Offering fashion-forward, quality athletic ware sponsored by beautiful Kate Hudson, with responsive customer care is working for Fabletics.
admin January 20, 2017
Posted In: Fashion