Ned Bittinger

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Fashion

Fabletics – Taking on Amazon

Fabletics was founded less than five years ago, and right now they are amongst the biggest competitors of Amazon, when it comes to the sports apparel niche. By the year 2016, the company had made sales of over $250, something that most companies, in this industry, only see as a dream. So, if you are wondering how they have made it this far with such a short amount of time, and in such a competitive industry. Here are some reasons why

 

 

Integrated Online and Offline Stores

 

One of the biggest reasons behind the success of Fabletics is the integration of online and offline stores. This way they are able attract clients from both worlds. They understand that there are some clients who love the convenience of shopping online. For these reason, they have a website where such clients can shop. Also, they have offline stores for those that find it difficult to trust online shopping platforms with their money information. So far, they have established in regions like Florida, Hawaii, California and Illinois.

 

 

Reverse Showrooming

 

The reverse showrooming strategy is a winning strategy for Fabletics. In the early stages, Fabletics identified that most people go online to check out what is new and trending. Thereafter, they go to the nearest local physical stores to look for the same. This way, they end up making the online stores as showrooms only. To reverse this and make people buy from their online store, they utilize a membership strategy. With this membership strategy, clients are credited $49.95. With this money, you get up to a three piece apparel, which will only be shipped to you when you request. If you want to skip a certain month, you can choose to do so without being charged a dime. This strategy has enabled them capitalize on their leads. Right now, more than 35% of the people who visit their website, purchase something.

 

 

Accessibility

 

Fabletics products are very accessible. They are highly affordable, compared to the established brands like the likes of Nike and Lulu Lemon. Additionally, Fabletics offers mad discounts on their products, especially if you are a VIP member. If so, you will always get apparels on discount. Then there is the issue of loyalty points. These loyalty points can be redeemed for freebies whenever you please. This makes them fight for the market share of this brands.

 

 

Value

 

With Fabletics, you are guaranteed of getting value for your money. The quality of their sports gears is compared to some of the premium brands in the market that are defined by high prices. You will find that their products don’t stretch out or fade. Also, they are made from quality material and the sewing is great. And if you are to join their membership program today, you get two leggings for $24. These are leggings that are otherwise worth more than $100. If this isn’t the true definition of value for your money, I do not know what is.




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