In early July 2013, a new competitor entered the scene of online retail of active wear and sports gear. The online retailer Fabletics is a branch of the already we established American brand JustFab.
The brand of Fabletics took off independently from its mother brand even before it was launched. There was a lot of excitement about the launch of Fabletics which was mostly due to the extremely successful and well-planned pre – launch campaign. The Fabletics brand reached out to a large number of social media influencers and asked them to review their products – running shoes, sports bras, sports gear, yoga mats, sports clothes, etc. The flood of positive reviews overtook all social media platforms. People of all ages were raving about the quality of the products and how good the clothes looked.
When JustFab entered the market, it was among the first brands to sell stylish sports clothes. Fabletics capitalised on the idea and delivered what people wanted – to look good while working out. There was the second result. However, that was more unexpected. The products of Fabletics also catered to an audience that was not necessarily using the clothes for working out but for leisure instead. A new term was coined ”athleisure”. The quality of the activewear combined with the beautiful and elegant designs became a staple for busy mums and students who were looking for a good looking comfortable wear for around the house and while doing chores or studying.
Fabletics offer their services in te form of a monthly subscription. All new clients are asked to take the Lifestyle quiz that Fabletics have designed. The survey asks about the preferences of the new customer regarding the kind of sports clothes they like to wear. The survey also asks about basic lifestyle features of the client as well as measurements and sizes. Every month a team of in-house stylists curates more than fifty outfits according to the customer’s results from the lifestyle quiz.
The marketing strategy of Fabletics has also been a huge plus to the success of the online retailer. The strategy they use is called the reverse showroom technique. It features allowing the customer to take a look at the product before buying it. That allows for a relationship of trust and security between the buyer and the retailer. It also keeps the retailers utilising this technique on their toes because one slip up regarding quality can cost them both reputation and clients. The reversed showroom technology is employed by the giant Amazon as well. In recent years, however, Fabletics has consistently been surpassing Amazon regarding sales when it comes to activewear and sports gear. That speaks well of the young company.
Fabletics has a few physical stores in the United States of America. Clients can go in and shop there as well if they wish and they can also consult the in-house stylists. There has been a demand in other locations across the U. S. as well, and so Fabletics will be opening more stores in the future.