The Brand in the Hearts of the Founders: Fabletics

Among the top global trends, last year was that finally, Amazon had a competitor. The challenge was the little-known Fabletics. The General Manager of Fabletics put it across that the secret behind their success is their will to redefine the meaning of a high-value brand from scratch. This different way of doing things focuses on personalizing services and offering trendy, fashionable clothes at a lower price compared to the competitors. The company hopes to make its customers happy, and the secret behind this is understanding the people and what exactly they want.

 

According to Fabletics, the modern consumer is changing, and the secret to getting hold of such customers is by understanding them. This is the reason why Fabletics has taken things differently and are data intensive. Online data is very crucial and helps this company avail exactly what the consumers want. The items displayed online and physically are the right ones as doing otherwise would risk putting the consumer off. Stores located in different places are location specific and using the data collected, stock merchandise that only appeals to the people living in that area.

 

Similarly, cutting edge technology and data analytics, seamlessly scalable operations and access to exclusive product lines bring the battle to the front door of competitors such as Amazon.

 

Fabletics enjoys a cult following on social media. New offerings hit the online media and individual accounts, and there is no shortage of buzzing discussions regarding the products such as Size fits, colors, price and consumer opinions. Bloggers and social media enthusiasts have hopped on the bandwagon giving unprecedented brand exposure to not only their products directly but also reviews and feedback that is vital to retaining long-lasting consumer relationships. Fabletics products are trending for value on money, quality, and style.

 

Membership offers discounts and new promotions including individual item suggestions based on recorded preferences. Their monthly subscription service is also free and popular with consumers, as going through a month without making purchases is not penalized. Fabletics is unique because it is taking the battle to the competitor. Their strategy is to carve out a niche in the existing market.

 

<blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-version=”7″ style=” background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% – 2px); width:calc(100% – 2px);”><div style=”padding:8px;”> <div style=” background:#F8F8F8; line-height:0; margin-top:40px; padding:35.2777777778% 0; text-align:center; width:100%;”> <div style=” background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;”></div></div> <p style=” margin:8px 0 0 0; padding:0 4px;”> <a href=”https://www.instagram.com/p/BM6kNw1B3CL/” style=” color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;” target=”_blank”>Win a surprise for your squad! Post pictures of you and your squad using #FableticsSquad &amp; #Contest in the caption for a chance to win the ultimate squad surprise ?????????? US only. 1 winner and up to 4 friends will be chosen and notified via DM every Tuesday. See official rules ?? http://bit.ly/FableticsSquad</a></p> <p style=” color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;”>A photo posted by @fabletics on <time style=” font-family:Arial,sans-serif; font-size:14px; line-height:17px;” datetime=”2016-11-17T14:45:23+00:00″>Nov 17, 2016 at 6:45am PST</time></p></div></blockquote>
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