One thing that is noticeable in business across various industries is that many people are doing a lot of the same things at a time. This type of phenomenon is often called a trend. People are prone to following the trends so that they can be in. Businesses are the same way, especially with fashion. However, the interesting thing about fashion is that customers that just try to follow trends tend to wind up looking a little sloppy compared to people who have found their own style and are shopping and dressing according to their style. These types of people have their own frustration if they have a very unique style because it is rare to find a store that is selling outside of what is in.
Fortunately, Fabletics is not so caught up in trends. This brand is more focused on what the customer wants. When a customer first visits the website, she is encouraged to sign up and enter in her information about her preferences on the Lifestyle quiz. The data that is collected is used by Fabletics to determine the type of products to direct her to. It also enables the brand to determine what the next new product is going to be.
This technique is called the reverse showroom technique. Many other stores just try to capitalize on what is hot. It doesn’t matter whether customers truly want the items or not. They will focus more on the marketing and the promotions in order to drive up the sales. However, there are usually tons of left over items that need to be marked down so that they will be sold.
The techniques of Fabletics reduces the amount of clothes that are left over. One thing that can be said about Fabletics is that everyone who deals with the brand is a winner. They get high fashion active wear at a discount. Meanwhile, the company offers products that actually sell, even in the online market which can be very tricky for people when it comes to fashion. Fabletics shows the advantages of focusing more on style than trends.