JustFab Inc. had introduced Fabletics as a fashion brand. Even they had not anticipated that it would become so popular so soon that the e-commerce giant, Amazon, will be feeling threatened by it. But this is exactly what is happening today.
There are a number of reasons why Fabletics is creating ripples in the fashion industry today. One of these can be Kate Hudson who is fronting this brand. Kate Hudson is already known for her beauty as well as her fitness regimen. Hence she is an icon who is already creating an impression. Hence people feel excited to know that they would be getting access to workout clothes that have been chosen by the diva herself.
Today workout clothes have to be much more than just comfortable. Fabletics realized this. They have marketed this brand as workout wear for the upwardly mobile. They are providing stylish wear of top quality at affordable prices.
Fabletics is making use of a very good strategy that has worked out very well for them till now. Typically e-commerce sites are troubled by the fact that people visit their site, browse around but buy from a site or store that offers the item to them for the lowest price. Fabletics has been able to come out of this situation.
They have ensured that most of the persons coming to their site or store are already their VIP members. Hence they are already motivated to buy from them. There is no need of any marketing here. In fact, the brand will already have information about these members. Hence they would have already shortlisted clothes based on the taste and need of their specific members. Do note that these are high-end customers who are always short on time. Hence it can be a real help if the initial sorting has already been done for them. Hence they have clothes of their size, their taste and as per their work-out that have already been sorted. They only need to pick out what all they want rather than browsing the complete site or store.
There is a membership fee to be paid each month in order to become a VIP member. But this gets easily offset by the attractive discounts and offers that are available to members. Even then, in case the member does not wish to make a purchase in any given month, they simply need to inform the site in advance. Then the money will not get deducted for that month. Hence it is an easy and attractive option for people as they are able to get quality work-out wear at affordable pricing.
The latest in fashion is the first to arrive at Fabletics. Hence this is the perfect place to visit in order to know what is trendy. So there is no need to waste time in browsing any more. The only catch here is that people need to rush to make their purchase as the items tend to get sold off really fast as they are good and affordable too.