How Fabletics managed to take on amazon

Very few people would have guessed that a sports-wear fashion company would finally be the champion that would take on the online shopping giant Amazon. Then along came Fabletics.

 

Fabletics is a subscription service that allows you to sign up to get different workout apparel every month that have been custom picked to suit you. You choose which clothes you want and only pay for the clothes you receive. If you don’t get any clothes for a certain month you pay nothing for that month. So it’s less of a subscription service and more of a pay as you go shopping service. It combines the ease and peace of mind of having a subscription with the money saying convenience of only paying for what you want and need.

 

The reason fabletics has been able to stand up to online shopping giants like amazon is due to their innovative reverse showroom model. Most brick and mortar stores loose money because their clients will come in and try the brands only to leave and go buy it elsewhere, usually online, for a cheaper price. This gives Amazon and other online shopping giants a lot of buyers that would have usually made their purchases at local stores.

 

Fabletic reverses this model by focusing on the relationship with the customer. They goes against the online trend of anonymity and automation that has allowed tech giants to grow so big without caring for their customers or treating them with the respect they deserve. Fabletics builds these relationships by setting up local events where they get to meet their customers and learn what they want first hand. By setting up activities Fabletics gets their name out there, while at the same time building a better model of their customer, which ultimately allows them to serve their customer better. It’s a positive feedback loop which has led to great success in a short time.

 

Because it started online, Fabletics is well aware of the importance of using technology to help not hinder the customer. They understand that people come into the store because they want something and that their job is to help their customer find out what that is. That’s why when a customer tries something on in-store, Fabletics automatically adds it to their online shopping cart, in different sizes so the customer can choose the best fit. They also find other styles that match the ones the customer has shown a liking to, saving them time and hassle of having to look through hundreds of designs and go to different shops to find something they like.

 

As a customer of Fabletics I think it is a great deal and takes a lot of hassle out of finding good workout apparel. Doing yoga is hard enough without stressing about what to wear while doing it so finding a company that takes all the stress off your hands has been a god send to me. Not to mention the quality of the clothing is amazing and the price is more than fair.