Fabletics: Taking The Innovative Approach In Marketing The Brand

Fabletics is an activewear brand that has made its mark in the fashion industry, by being incredibly innovative in every possible way. The brand has adopted some of the most brilliant innovations regarding marketing and has taken the road less traveled to become one of the biggest activewear brands in the country. Since its inception, the brand has pulled off marketing techniques like no one else. Right from the way they sell their clothes online, to the way in which they opened up their physical stores, the brand has always gone with the unusual.

 

When it came to selling their products, Fabletics wanted to have a system that makes its customers keep coming back for more. The brand works on a membership system, which is unlike anything normal fashion brands use to sell their products. When customers try to buy from the site, they are given a prompt to enter into a membership agreement with the company. This plan entails them to get one set of activewear per month, although you can choose more if you opt for the more expensive membership plans. The site also tries to show you their products based on your preferences. When one logs onto the site for the first time, they are given a prompt which requires them to answer a few questions. Based on this, Fabletics shows them clothing options so that they don’t have to go through pages and pages worth of products. Of course, those who want to go through the entire collection can do so. This also helps their customers shop more conveniently. Every month, customers can log on, see the new options that they have in store and choose which ones they want to be delivered. Because their customers are buying from them every month, the brand always ensures that their ranges are up to date, with new products added every single week. This gives the customers a wide selection to choose from.

 

Instead of traditional ads and tv commercials, Fabletics decided to invest in a different kind of marketing. Through the market research that they conducted, they realized that customers respond extremely well to reviews from other people. In fact, in many cases, that is the sole factor that plays into the decision-making process when someone chooses to buy a product. By investing into bloggers and fashion experts, the brand has been able to tap into this, which has proven to be extremely beneficial.

 

Even when it comes to their physical stores, the brand has played the innovative card. Their stores are just large trial rooms and do not function like normal stores. When a person comes into the store, they can browse through the clothes, or choose to try on something that they saw online. The brand makes sure that only those clothes which are available in store are shown online to prevent customers from being dissatisfied. Customers can then see what they like best, and go home and purchase the products in their own time. This has helped customers get the look and feel of the products, helping them in their decisions of what to buy from the brand.

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