Of course you have heard of Amazon.com by now – you’d have to be a Martian not to have had many orders from them reach your home. But, have you heard of the young upstart that has taken aim at Amazon’s athletic apparel market share? It’s a good story.
Long ago, Amazon blasted onto the eCommerce market like a volcano. Its lava reached all over the globe, from books to shoes and from computers to pencils. Over time, Amazon captured %20 of the eCommerce apparel market. Of course, there are many other competitors in the clothing marketplace, but Amazon still dominates.
What Does Fabletics have that Amazon Doesn’t?
Enter Fabletics. Fabletics is based on two principals: subscriptions and superior customer service. In this way, Fabletics, also an eCommerce creature, debuted a line of fitness wear, seeking to attract some customers away from Amazon.
Both Fabletics and Amazon elected to bypass the malls and showrooms of the pre-eCommerce days and go directly to customers through the internet. How could tiny Fabletics hope to succeed against the established giant?
Customer Service and Subscription Control: The Fabletics Secret
Fabletics has a few attributes that Amazon can’t claim. First, Fabletics began and continues to function on a subscription basis. When you make your first purchase, you register for a subscription. However, to prevent customers from feeling burdened by the subscription, Fabletics adds personal control of the subscription to each customer. So, when you join a book club, you get a book every few weeks or so whether or not you have finished the previous books.
The twist on Fabletics subscription is that you can stop delivery of any order you don’t want by simply logging into your account before the stated date – super easy. Otherwise you can expect a personally-selected, excellent quality fitness outfit delivered to your door each month.
Oh, and if you don’t like it, you don’t have to keep it – pretty simple, eh? That’s where the customer service enters the picture. No fuss about returns and your account is credited for whatever you return.
Another Attribute of your Personalized Subscription
When you join the Fabletics VIP club (the subscription) you take a short survey about your fitness behaviors and clothing preferences. That quiz is the foundation of your fitness wardrobe. A Fabletics stylist creates your first subscription delivery from that list.
As you accept or return items, the stylist registers your preferences and refines the selections she makes for you each month. You are not receiving the exact same outfit that three of your neighbors on the block receive; you are sent an outfit selected to meet your needs and your taste – a curated collection of clothing just for you.
Fabletics uses Customization to Compete with Amazon
By providing excellent customer service in terms of returns and skipped deliveries, supported by supplying each customer with a curated fitness collection, Fabletics is providing a service that Amazon cannot supply. So, maybe Amazon is still secure in its business foundation, but Fabletics seems destined to take a tiny bite out of their apparel line.