The online web store Amazon controls a shocking 20% of the fashion market. It is a somewhat daunting task to take them on. Somehow the Fabletics athletic wear brand has succeeded in taking on the Amazon online “super store”. Fabletics managed to pull in a massive profit despite the competition. They made a staggering $250 million in the past three years. They are not afraid to step up to the plate to compete against Amazon by creating the best price, personalized shopping experience, and innovative products.
Part of the reason they were so successful in taking on Amazon was their business model gives them repeat business typically. The membership system with Fabletics ensures customers will buy again most likely. This business model is convenient and gives consumers a decent price for their buck. The cost of products is often the first concern of customers. Typically how something looks matters considerably, but customers are always influenced by prices as a way to determine where they should shop.
The Fabletics brand has done so well with their business model because they are additionally able to personalize shopping experiences. They are additionally able to create incredible discounts with the use of VIP memberships. By allowing members to fill out a quiz the Fabletics company is able to get to know each individual customer’s needs. After a Fabletics VIP member logs into the website, they are provided with Fabletics athletic wear selections based on those quiz results. Amazon does not provide a quiz for their customers to better understand what athletic wear a consumer prefers. Amazon is not as personalized with their sales approach. They do have a selection of products they recommend to customers based on what products an Amazon customer looks at or buys. Fabletics is a far more keyed in and perceptive approach to how they make recommendations to their customers.
The Fabletics company’s approach to stay modern and create great products that are always innovative is yet another reason why the Fabletics company has done well under the Amazon domination of online shopping. The Amazon website sells whatever athletic wear retailers are willing to list on their web store. This means they might or might not have more modern athletic wear options. Fabletics specializes in athletic wear, so they are more reliable for modern and constantly updated looking clothing options. They enjoy creating updated patterns and unique futuristic looking designs for their athletic wear and athleisure wear.