There are few fashion brands that have managed to climb popularity charts at the rate in which Fabletics has. This is because they entered the market at the right time.
Fabletics has entered the world of workout wear when fitness is at a boom. People have realized how important fitness is for them. This is why they are looking for all kinds of workouts. But this does not mean that fashion takes a backseat. This is because they wish to look good while doing a workout.
This is a brand which is for the upwardly mobile. Hence the approach of Fabletics is completely different too. They are focusing on the customer and not on sales alone. Once they have earned the loyalty of their customers, sales are bound to follow. This is why Fabletics has adopted the reverse showroom technique. This is working very well for the brand. In fact, even the established online retail giants such as Amazon are feeling the pinch as Fabletics moves up in the popularity charts.
This brand is aiming for customers through its online portal as well as through physical stores. This is because they are well aware that there are still many people who are not comfortable shopping online. This can be due to security reasons. Or else they may be keen to see and touch things before actually buying them. This is why Fabletics is trying to cater to all these types of clients.
As soon as anyone enters their physical store or website, no one starts selling them anything. Rather, the visitor is prompted to take part in a lifestyle quiz. Here they are asked about their workout routine. Hence people are asked what kind of fitness regime they have. This includes the kind of fitness activity they do along with its frequency. Next, they are asked about the place where they do these workouts. Now the personal details of the person are asked. These include the body type, size and so on. Now the personal style quotient of the person is judged. This means asking the person about the taste in clothes, such as plain, texture or stripes. All this information is kept at the backend and sorted properly. Now this person is sent a gift from Fabletics based on this data. This way the loyalty of the customer is earned. Next, this person is asked to opt for VIP membership and avail of exciting deals by the brand.