No complex brand is made of perfect blocks of the same shape, size and consistency. Every top clothing brand must handle a variety of factors, in order to be successful. Kate Hudson’s Fabletics has continued to grow, by using the “Reverse Showroom Technique to advance its Mystique.”
“Stop Brand Erosion”
Every day, the masses receive a little more freedom in determining which merchandise, they can purchase. They are no longer restricted by geography. They have the ability to search the entire earth, using the World Wide Web. But, how can brands compete in such a free market?
Brand differentiation is one of the key reasons why patrons will pay more for a brand. Now, there are many generics, which attempt to erode brand value. There are even cheap copies made overseas.
“Optimize Each Working Part”
The successful brand understands its own strengths and weaknesses. It is probably not going to offer more affordable garments than Amazon.com, so why try? A small brand cannot compete with a large department store with 10 floors, can it? No. Thus, the successful eTailer must find its own special niche.
Online clothing retailers share a common problem – “some shoppers want to peruse their shops for sizing, then purchase online.” This makes it inefficient for a retailer to run a brick-and-mortar store. How has Fabletics conquered this conundrum?
“Full Membership Experience”
As a luxury brand, Fabletics has concentrated on signing up its customers first. They are given such nice benefits, that they can develop a deeper relationship with the eTailer brand. The Reverse Showroom Technique creates this superior Fabletics membership value.
Once signed up, the customers are told where the physical showrooms are located. There are great events, which continue to expand the social connections of all the Fabletics club members. The people feel united.
Naturally, members have a different focus than casual Web surfers. Members are thinking about advancing the brand for their own benefits. Members feel like they are owners of the Fabletics brand – when Fabletics wins, they win.
“When Fabletics Wins, I Win”
Unlike other brands, most visitors to the Fabletics showrooms are already members. This creates a “tight-knit” group. They all are fully aware of what the brand has been doing lately. Thus, their conversations are more deep and well-developed.
Just think about all of the connections that Kate Hudson has. “How many members wonder if they will meet a famous celebrity at a Fabletics store?” This creates a powerful Hollywood Buzz.
“Fabletics Knows Member Preferences”
Women are very persnickety about what they are looking for. If they visit a brand new storeroom, they don’t want to explain all their preferences again, do they? With Kate Hudson Fabletics, they have all of your information already.
The top customer relationship management (CRM) software allows each Fabletics branch to download each female’s preferences. Just bring up her name and her preferences pop up. Problem solved! Kate Hudsons’s “Reverse Showroom Technique advances Fabletics Mystique,” by providing her customers with a “personal touch.”