Taking on Amazon is a phrase that is more often being repeated throughout the fashion industry, but the phenomena is effecting many different industries. It is a reaction to a shift in consumer habits that negatively effects the profit margins of many businesses, but is particularly dire because the shift is effecting the high end luxury market. This market survived on a formula of making customers lifelong loyal brand buyers. This return client strategy involved making the brand exclusively expensive. They would then provide a product that was superior in quality to other comparable items on the market, and this strategy was especially good at converting high end fashion shoppers into loyal lifetime customers. However, the titanic shift that the internet has caused has changed everything in most sectors of society, and this extends to the retail sector as well.
However, the shift has manifested in an unforeseen way that has retailers especially in the fashion industry mobilizing against it. Their one mobilization technique is the meme taking on Amazon, but it applies to a particular habit that internet shoppers have developed to overcome the lack of experiencing the actual product when they are shopping via the Web combined with their penchant for finding the most convenient and cheapest means of acquiring the item. These shoppers are going into the physical store only to browse the item and then return to their internet stores for purchasing and delivery. The industry has labeled this habit showrooming, and it is very detrimental to their bottom lines. However, this has been advantageous for some courageous upstarts that have dared to take the current status of the shopper’s attitudes and use it to their advantage.
One of these companies is a fashion brand that is both athletic and fashionable simultaneously. This company has seen a 5,000 percent growth spurt that has been generated with their technique of reverse showrooming. Their company offers subscriptions and price their products at the same level across all of their selling platforms. This means that customers become loyal at their many different outlets, and potential customers are converted almost as soon as they obtain a subscription. The subscription provides the exclusivity, and they then provide a quality product that is equally desirable no matter how the client wants to make purchases.
In researching Fabletics, I learned of their story, so I subscribed my wife, and she has loved it seemingly every week since judging by the deliveries from Fabletics. There was always some fundamental flaws to the athletic gear that she was beginning to wear out per the current fashion trend. These were not designed for the common active lifestyle, so it was missing some components. Fabletics fixed this problem for my wife, and now her gear is noticeably designed for more than just a work out. She is highly satisfied and impressed with the company, so they have her attention, and when she finds a good product, she continues to patronize their business.