There are very few brands that can leave an imprint in the mind of people. Fabletics is one such brand. There are many reasons behind this. One of these is the vision that Don Ressler and Adam Goldenberg had when they co-founded and launched this brand.
Both of these are avid businessmen. They do not have much experience in fashion but are well aware of what the consumers are looking for. Also, they have experience in the e-commerce field. Hence all the brands under TechStyle are highly successful.
Through Fabletics, they have tried to mix fashion with technology. This is why the business model of Fabletics is unique and highly successful. In fact, all the brands under TechStyle are based on the same business model, and the results are there for all to see.
In this, a customer becomes a member of the brand even before making a single purchase. This is something very unlike any other business strategy. Typically customers make purchases and then they are asked to become loyal members of the brand.
In case of Fabletics, there is an online site as well as physical stores that are spread all across the US. In fact, they are planning to open many more such stores. This is because the founders of Fabletics are well aware that there are still many people who would like to touch and feel clothes before actually buying them. Besides, having a physical store nearby adds to the local connect. People like to consider it as their own local store catering to the needs and wants of the local customers. Due to these reasons, many more physical stores of Fabletics are going to be opened across the US.
Once a customer walks into the store or visits the site, she is asked to fill in a simple questionnaire. This would have details about their workouts. It would ask what kind of workouts they like and how many times they do it in a well. Next, it asks about the place where they go for workouts. Then the questionnaire asks about their preferences in terms of clothes. This can be with regard to texture, color, and style of their workout clothes. This will end by asking the vital statistics of the person.
In this way, Fabletics is able to collect huge data about their customers. But just having data is not enough. Something needs to be done on it in order to make all this effort worthwhile.
Fabletics will use this information to choose a garment for the customer. This will be sent to that person as a free gift. Since all the Fabletics clothes are of high quality, hence they are liked by the customers. Now they would be asked to become the VIP members of the brand. This would allow them special discounts on their chosen apparel. Besides, they would be the first to know about any upcoming designs and trends. This would require paying up a nominal amount each month as the membership fee.