Fabletics and the Growing Demand of Branding through Customization

Fabletics has an amazing journey since it founded in the year 2013, both in the case of revenue and brand value. Today, as the market leader in active wear industry, the firm has exemplified how to create a space in the market that is dominated by Amazon. The brand has achieved $250 million revenue in 2016 – within three years of its journey. A detailed analysis of the success of Fabletics shows that a number of strategies by the brand helped it to capture the industry. The most important one is reverse showrooming – a concept which brick and mortar shops set up in all the major cities along with the online store.

 

It gives the customers to visit the local stores and check the products physically and purchase it from there or online shop according to their choice. Interestingly, the brand ensured most demanded products, based on the local tastes and preferences, listed in each local store. For this purpose, it used online data and local purchase data to convert them to retail strategy. It also ensured customer engagement at a higher level with an assured long-term relationship with them. The online data that include store-heat mapping data, social media sentiment, real-time sales activity, and more are effectively utilized for the strategy. It also made growth possible through three verticals namely, culture, people, and accessibility.

 

Fabletics had a clear focus since it founded almost four years back: a fashion-forward activewear brand. In 2013, Adam Goldenberg and Don Ressler – the co-founders of TechStyle Fashion partnered with Kate Hudson as they identified there was no fashion-centered and competitively priced athleisure brand in the industry that produces high-quality products. The trio decided to utilize the opportunity and established the brand by including all the characteristics they identified for the disruptive brand.

 

Kate took care of the customer service, designing, and social media strategy for the brand. The founders felt the need of providing customized products to users based on their priorities. For this purpose, the management of Fabletics designed a Lifestyle Quiz to all its customers. It works in such a way that when people register to purchase for the first time, they are asked to fill out a list of questions. It mainly asks about the fashion preferences of the customers, their individual choices, body characteristics, and more. Based on that data, Fabletics designs individual fashion products to each of its customers. The brand encourages the fashion enthusiasts to join the bandwagon and compete the Lifestyle Quiz to experience the individual fashion products.

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