Fabletics has not gone with the usual strategies when it comes to growing its brand. Instead of using the more common “pop up” method of expanding its company, Fabletics has chosen to get to know their customer base and to find out more about the culture of those that they are marketing their products to. This has resulted in about 30 to 50 percent of their customers that shop their stores being members already. Another 25 percent normally ends up signing up for their membership as they shop in-store. It doesn’t matter whether their customers shop in-store or online either because all of their purchases count towards their shopping basket.
The sales of many companies are affected in a negative way by the fact that their customers shop around and buy products at a lower price elsewhere but since Fabletics already offers affordable prices on their clothing and they offer one-of-a-kind options, their customers shop with them. This keeps sales within Fabletics, and the customer gets the best deal without the hassle of shopping around in order to get the very best deal.
Kate Hudson loves her company and the brand that it stands for. She is very active and even wears her own collection. Kate Hudson is also very involved in her company and she watches for what is popular and what is not. Fabletics has their new members take a quiz known as the Lifestyle Quiz. The Lifestyle Quiz helps the company to get to know exactly what their customers want and need and the customer gets the best and most personalized service possible.
Fabletics has changed the perception that a good quality item has to be expensive. it doesn’t. With Fabletics you can get great clothes that are in-style and that are made of high-quality materials and that are manufactured to last. Fabletics offers trendy athleisure wear that everyone can afford as well and personalized and convenient service. Fabletics is offering something that other similar brands just can’t match.
Fabletics is expanding by the day, and they plan to open more stores that their customers can shop. They have even partnered with celebrities like Demi Lovato, and they now have 1.2 million members. Fabletics had a growth spurt of 644 percent in just the last year and they plan on gaining even more members as they expand their physical stores and continue to offer great athleisure wear.