Fabletics is an up and coming American fashion brand company that has been around since 2013. In that short amount of time the company has grown from a single online start-up into a $250 million-dollar retail outlet. In 2017 Amazon.com dominates at least 20% of the fashion industry.
This organization is powerful enough to compete with even large scale retailers such as Wal Mart and Target online. If any company or business is considering opening-up a fashion based store online; they must first contend with Amazon. This online retailer provides millions of products to consumers and fashion is just one of the many items that they sell.
Fabletics leaders realize that Amazon would be a problem simply because the company has the ability to lower prices on their products. Amazon can simply absorb the costs from lowering a particular product by selling large volumes of products within different categories. This in turn allows them to sell items at a cheaper price. This cycle never stops and small companies and businesses cannot do the same thing if they want to stay competitive.
Fabletic CEOs; Adam Godlenberg, Don Ressler and the legendary actress Kate Hudson; have figured out a way to minimize Amazon’s dominance on fashion wear. Instead of competing directly with Amazon they make it a point to focus exclusively on the customer and not just providing large volumes of products to sell.
The process of “reverse showrooming” is what helps Fabletics to be a very successful organization. This process is carried out at Fablectics brick and mortar locations. When a customer goes into one of their locations they can try on the clothing there. After a client tries on a piece of clothing it is then automatically placed into their online shopping cart. This information is then saved.
At this point a customer can then purchase the item at the store or just wait until later to purchase it online. The point is all of Fabletics purchases are funneled through their online site. This in term helps them to build up their sales as an internet competitor and as profitable store. Don’t forget that once a client purchases these items, Fabletics will then stock clothing items that are designed a client’s particular style. This is just another way that Fabletics takes the time to understand their clients and their needs.
Remember, that the process of “showrooming” allows people to browse for clothing items within a store. Then, if they choose; they can purchase these items somewhere else for a cheaper price. Fabletics just eliminates this part of the process simply by allowing customers through the reverse showrooming process. Keep in mind that consumers can purchase these products at competitive rates. Fabletics uses this model to ensure that they stay competitive against Amazon and other fashion companies within the market.
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