Fabletics is a small, new, niche apparel company. Amazon is a gigantic, megalith selling everything from socks to HVAC equipment. What fire are we talking about here?
Both Fabletics and Amazon are eCommerce companies. Both offer apparel at discount prices and both want to lead the pack in apparel sales, so, though of very different sizes, they do have a great deal in common.
To do battle with Amazon, Fabletics has armed itself with tools that this giant cannot or has not mastered and Fabletics is doing very well at this point, thank you very much.
Fabletics offers Membership
To build a strong base of customers, rather than going the well-trodden route of opening a few pilot mall stores and hoping for the best, Fabletics chose the eCommerce route and sought customers through subscriptions.
Fabletics recognized that many people have a less than positive perception of subscriptions. To remove any unpleasantness associated with the arrangement, Fabletics restructured subscriptions to conform to the needs of the modern shopper.
Almost everyone who places an order with Fabletics becomes a subscriber. This is because of the remarkable benefits of membership combined with the ease of managing the subscription.
Fabletics Turns Subscriptions Inside Out
Fabletics discovered that what many people dislike about subscriptions is its limitations and the member’s inability to control shipments. Fabletics has turned subscriptions inside out by transferring control from the supplier to the member.
With a Fabletics subscription, members have benefits and choices. If you don’t want a shipment for a given month or series of months, you can inhibit them by registering your preference through your online account. If you don’t love the current shipment, send it back for refund or store credit. End your subscription at any time, by notifying the customer service department. These changes enable customers to feel as in control as they do in brick and mortar shops, freeing them from the feeling of restriction traditionally associated with subscriptions.
Fabletics offers Customized Fashion
Beyond subscription control, Fabletics offers customers an unusual service in the eCommerce environment: customization.
When you place your first order, you complete a short quiz on your fitness practices and style preferences. This becomes the foundation of your curated fashion collection. Each shipment from Fabletics builds on your preferences. When you return or exchange an item, Fabletics uses that data to add to your profile and make selections for the next shipment. Over time, Fabletics understands what you have, what you need and what styles you prefer, taking the guesswork out of each month’s shipment.
Customization also enables Fabletics to make sure that you do not receive the exact outfit as your next-door-neighbor, so your look is unique.
Where There’s Smoke…
So, Fabletics is fighting Amazon on their own eCommerce turf and managing to do very well. Listening to the needs of the customer is the basis of their service and they are making headway against even the largest retailer in the world, Amazon.com by doing so.
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