How Fabletics is Thriving by Putting Digital First

How do you buy your clothes these days? Like many people, you likely visit a store to get better acquainted with the look and feel of a company’s line of offerings and then do one of two things: 1) go home and try to find that item or a similar one for a cheaper price online or 2) start searching from your phone immediately for a cheaper price online. When athletic fashion brand Fabletics was founded, its founders were keenly aware that the world of retail was becoming a digital first market place. Unlike many retail companies that have been around for decades and are struggling to evolve to give a great digital experience, Fabletics was launched in 2013 as a digital centric company.

 

They did this by making a firm decision to only open a few stores in highly strategic locations and creating a full online experience by using a reverse showroom method. This reverse showroom method invites buyers into a fun and easy to use online space where they get a feel for what the brand is about, its product line and the quality of the items. Fabletics takes this a step further by using an algorithm to create a highly unique profile for each individual customer. How is this done? People can hop on Fabletics’ website where they can answer a few questions about things like what type of athletic activity they like to do, what their style is like and their sizes and once they become a Fabletics member each outfit is tailored to their specific preferences. In fact, after taking the quiz and signing up – they have to do nothing at all except enjoy a monthly new outfit from Fabletics delivered to their doorstep. This has been a cornerstone of Fabletics’ success as it jumped from a startup to $250 million in sales and 1.2 million members in just a few short years.

 

Kate Hudson is synonymous with Fabletics. She is their spokesperson and she also is highly involved with the company’s operations. She stated that she really believes in Fabletics success and its growth and for that reason she will continue to be consistently hands on. She attends sales meetings, reviews weekly numbers, consults on the social media strategy and, most importantly, studies the company’s inventory to make sure the pieces are loved by Fabletics members. She knows which pieces her customers love and which pieces aren’t as great of a success and is hands on in making changes so that every piece is a success.

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