Starting a successful online retail company with physical outlets may not look like a smart business move. Nonetheless, athleisure brand Fabletics has successfully managed to juggle the two undertakings. In most cases, retailers start online before opening up physical stores later. By going against the grain, Fabletics has established a name for itself in the e-commerce market. The status quo in the online fashion retail business is already being challenged. This has set the precedence for upcoming retailers.
Tough Balancing Act
Fabletics started as an e-commerce business. Its founders realized that by relying on online stores, the company wouldn’t compete favorably with more established retailers such as Amazon and Warby Parker. To counter this, the founders decided to open physical stores alongside its online store. So far, there are more than 20 physical outlets, which are meant to serve customers who cannot access its online store. Managing both platforms has been a tough balancing act. Nonetheless, it has given the company’s executives the resilience for forge on, and the hunger to succeed.
Fabletics has numerously been compared to the new kid on the block who steals the show from the old guard. Actually, this is true if its profit margins and subscriber numbers are anything to go by. The strategy that has been employed is not only bullish but also ambitious. The company has been seeking to provide its subscribers with real value. It recognizes that e-commerce has taken a new twist with clients preferring high-value brands. Fabletics seeks to satisfy the shipping needs of two categories of clients: those who are comfortable online and offline. This has been the secret behind its impressive growth.
Online Customers’ Database
Fabletics has an extensive database containing its subscriber’s tastes and preferences as far as athletic wear is concerned. Therefore, its stock is customized to suit the preferences of each subscriber. Customers visiting its online and physical stores only see items that are appealing to them. Omnicart software is used to reveal customer’s reactions towards items that are on sale on the online store. This helps its employees to pinpoint unpopular and unappealing merchandise.
Fabletics’ founders Adam Goldenberg, Kate Hudson, and Don Ressler also play an active role in its operations. The three have built a business empire valued at $250 million from scratch. With the expected opening of more locations, this figure is likely to increase exponentially. Its membership subscription model has also made it popular among athleisure enthusiasts since they no longer have to actively participate in shopping; online or offline.