The online market is already saturated with some fashion retail companies, and e-commerce giant like Amazon already have over 20 percent market share. However, even in such tight competition, one company that made it through and gave a tough run for its money to Amazon is Fabletics. Fabletics used a very attractive subscription membership model that helped the company get the popularity in a short period. Fabletics is growing at the speed of over 30 percent annually and has millions of subscribers from across the globe. And, it continues to make inroads in many of the developing countries.
Fabletics is currently one of the top Athleisure brands in the United States, and starting from teenagers to young adults and senior women, everyone likes what Fabletics have to offer. The best part is that Fabletics personalizes the shopping experience for its members, which makes the subscription membership model of the firm one of the legendary marketing case studies of all times. Having started just a few years back in 2013, the company is already doing business close to $250 million annually, and with the growth rate of over 30 percent annually, that figure would soon rise to the extent of giving Amazon’s business, a big unwelcoming bite.
One of the factors that helped Fabletics to grow exponentially is the reverse showroom technique it followed. Fabletics is co-owned by Kate Hudson, one of the famous Hollywood actress and celebrity, and is a role model regarding fitness to millions of women globally. Her popularity and marketing strategies implemented by Fabletics helped the company gain the popularity it needed to achieve sustainability regarding business revenue in a very short period. The company also managed to get a loyal customer base through its subscription model. By going through the reverse showroom technique, it started opening physical stores across the country recently. It is opening stores, not actually for sales, but more for marketing and penetrating the market further.
Reverse showroom technique helps with brand awareness and identity and ensures that the consumers don’t look for similar products elsewhere, because they know there’s nothing similar elsewhere. It is a strategy followed by other popular brands like Warby Parker and Apple. Ring a bell?
The VIP members made through the subscription marketing model are more than satisfied with the customer experience offered by the firm and how flexible and personalized it makes shopping online. If you want to become a member of Fabletics too, take the Lifestyle Quiz provided at Fabletics’ website to see how the firm aims to personalize your shopping experience.