In case you did not know Fabletics is an online retailer that has been around since 2013. They were brought into existence by actress Kate Hudson and two other founding members. This company sells their signature athleisure wear products. This company also sells products such as leggings, Capri pants, dresses and undergarments. They also sell accessories as well. While Fablectics is a fashion clothing outlet that caters to women; they also sell products to men.
Fabletics has managed to stay competitive by focusing their efforts onto their customer’s preference and experience. First of all, they want customers to have a unique experience purchasing their products from their online stores and locations. They do this by ordering clothing into their retail outlets that fit a customer’s expectations and preferences.
Another great customer service skill that Fabletics has is their ability to provide their customers with an exclusive type of environment. Fabletics is all about membership and when people purchase the clothing online or in-store; they are required to have a membership. Once again, this membership creates an exclusive place for clients to discover the type of clothing they desire they want.
Fabletics has to take these approaches to their business to stay competitive. They have grown at least 35% since they first opened their doors back in 2013. The company is now worth $250 million. Their biggest online competition is Amazon.
Amazon is a powerful online company that dominates a whopping 20% of the online fashion industry in terms of sales. This company has the ability to provide name brand fashions at a lower price. Unless a business distinguishes itself and offers some type of unique service for its clients; they will not be able to compete against Amazon.
Amazon’s power lies in its ability to sell large amounts of products for a low price. They do this by selling huge volumes of products form virtually any category imaginable. Fabletics has to focus hard on the customer experience to compensate for Amazon’s online presence. This company can beat out other enterprises by simply underselling them. Consumers already know that Amazon typically provides the best prices for the products they desire.
Fabletics is not going to challenge Amazon head on. They will not be able to win this fight. So, they make it a point to keep their customer first and to make their experience something memorable. Fabletics is moving in a positive direction and in time they are expected to become a major online competitor within the world of fashion.