The online fashion industry is one which is rapidly growing owing to the emergence of the sheer number of brands on the market. The competition is more robust than it has ever been before, which makes standout out from the crowd much more of a daunting task for those handling their marketing. Fabletics is one of those brands that has managed to break the mold and set themselves apart in more ways than one. Ever since the brand first came into existence in 2013, they have taken over the industry using some of the most ingenious tricks in the book. In every facet, Fabletics has taken the path that brands usually don’t take, making them a real force to be reckoned with.
When Fabletics first opened its doors for business, there was a lot that needed to be done to attract customers. People who shop online want to save as much time as possible, and don’t want to spend hours just to get that one piece that they like. Fabletics knew this and realized that one of the best ways to attract more customers was to make the online shopping experience extraordinarily efficient and easy. For this, they decided to implement a subscription system. Clothing brands usually do not choose subscription systems to attract customers, which is why this seemed like an excellent route to take for the brand. With this subscription system, customers can buy the latest trends is activewear fashion with just a few clicks and minimal effort. Within a short span of time, Fabletics saw more and more people opting in for this membership system. People found it convenient and also a good way to keep their wardrobes updated. To go a step further and to make the process even more convenient than it already is, the brand decided that they would integrate AI into their site to offer customers clothing options that they would like, based on what they are currently looking at, or what they have bought in the past.
Physical stores are one of the most critical aspects of the brand, as they offer a glimpse into their clothing outside the online realm as well. In typical Fabletics style, the brand decided that it would be good to make it seamlessly work with the online website by making the store more of a physical trial room. The brand tries always to make sure that only those options that are available in stores are shown on the website so that if the customer wants to go to the store and try it on, they can without having to wait for the stock to come back. These unique stores have an incredible turnover rate and have proven to be a brilliant step for Fabletics. The brand has also been able to do what most online marketplaces can only dream of doing, which is converting customers who are otherwise skeptical about online shopping. With this system, customers can try on what they want to buy to get a look and feel of the product and are therefore assured of what they will be getting.