Why Is A New Brand Popular?

In the past year, the most important information that American retail entities convey to people is probably "sliding", "closing stores" and "flagging".

Almost every mainstream department store is closed, Macy 's, Kohl' s, Sears, CVS are no exception.

Clothing retailers also Alexander, Forever 21, GAP shop sales decline significantly, American Apparel, A e ropostale is closer to the point of closure and liquidation, and the original Yoga Smoga of the original Yoga dress was also bankrupt.

However, there are always some lucky ones in difficult circumstances.

Sports fashion

Fabletics is one of them.

The most direct manifestation is that everyone else is in the strategic contraction and closing the province cost, but it simply can not stop the pace of shop expansion, and frequently appears in the eyes of young people in the United States through social media, becoming the fastest growing company in the US sports and leisure market.

200% growth and 75% repeat purchase

According to the world clothing and shoe net, Fabletics was born in 2013 and was founded by Hollywood star Kate Hudson (Kate Hudson), belonging to the American fashion business JustFab.

Its positioning is to enable women to wear fashionable sports costumes of high quality, including sportswear.

Swimsuit, casual wear and so on.

It was originally a pure Internet brand, with an independent website, customers can choose to purchase independently, or they can choose monthly ordering service, and Fabletics will deliver the matching products to the door.

In 2015, Fabletics opened its first physical store, which grew rapidly and attracted millions of users from many countries.

A few days ago, a news from foreign media Fashion Network said that although the retail environment was not good and the online consumer market was also updating rapidly, Fabletics had gained 200% growth in the past two years.

Internet Retailer's previous report also pointed out that the brand's online sales in 2016 is expected to reach $250 million.

According to its official figures, 75% of Fabletics's revenue in 2016 was contributed by repeated purchases.

Moreover, the number of members of its VIP project (the monthly distribution service based on order) has exceeded 1 million.

The shop can't stop.

According to the world clothing and shoe net, Fabletics has operated 18 entity stores in total.

According to official figures, the effective operation of Fabletics stores has led to a surge in retail sales in 2016, which in turn has led to online sales.

"We found that about half of the consumers came to our stores before they became our online customers.

Half of these new customers eventually joined our membership projects.

The company CMO Shawn Gold once told the media.

A few days ago, its official also announced that there will be 12 new stores next year before the fall of 2017.

That is to say, the number of stores next to the Fabletics line will reach 30 this year.

In addition, in its planning, the number of outlets under the next three years will reach 100.

Of course, Internet brand opening is not a novelty.

For example, China Internet women's clothing brand in September 2016 announced that the number of shops under its line has nearly 300, and the sales volume of the entire O2O project has broken 100 million.

In the US, fashion apparel online retailer ModCloth, jewellery business Blue Nile, Internet menswear brand Bonobos, eyeglass business Warby Parker, clothing rental website Rent the Runway, Internet beauty brand Birchbox are all typical representatives of joining the offline shop trend.

For Fabletics, the offline store is not only an experience site for online consumers, but also an effective sales channel.

Each shop has a total area of 1500-2200 square feet, showing all kinds of seasonal products.

Users can directly purchase in the store, complete the closed loop of the whole sales, or use this as a fitting room, then place the order on the website and wait for the courier to deliver the goods to the door.

At the same time, all offline stores can provide "online booking store" services.

Shawn Gold pointed out: "the trend of online retailers to start shop is not because they are confident enough in physical retailing, but also because they are indeed valuable.

According to a report by Goldman Sachs Global Investment Bank in 2016, 15% of the current clothing market is online, with an average annual growth rate of 20%.

According to this calculation, by 2020, more than 50% of clothing sales will be generated by offline stores. "

He said that Fabletics's offline store would be a place to enhance online consumer interaction and brand awareness.

"We have the data of online consumers, so we can optimize the inventory structure of offline stores, and let offline stores show consumers what they like better."

"At the same time, we also used the full channel shopping cart software system to get the first time the consumer's response to the product.

For example, if consumers constantly bring the same garment into the fitting room without buying, or consumers always buy goods larger than or smaller than the normal size, the system will send an alarm to remind us.

If a product is sold out or missing, our employees can also use this software for timely control.

Obviously, the opening line stores play an extremely important role in the strategy of Fabletics.

This confirms some previous analysis: Internet brands realized that they could not ignore people's need for direct contact and feel goods, and physical stores could play a very significant role in marketing and promotion.

Market research firm Forrester also said: "from a market research point of view, even if a physical store itself is not very profitable, it is worth opening up to study real life consumers."

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Why is a new brand popular?

According to the world clothing and shoe net, after one year's launch of Fabletics, sales will exceed expectations in almost every month.

Today, apart from the continuous opening of stores in the US market, its online business has expanded to Canada, Britain, Germany, France, Spain, Holland, Australia and other countries.

Although judging from the current public information, we can not yet make a judgement about its success or failure, but it is not too fast to be popular in the fashion industry.

The reasons can be summed up in the following six points:

1, the star effect.

Kate Hudson is not only the co founder of Fabletics, but also the spokesperson of brand image.

Not only does she appear in commercial advertisements of Fabletics, but also shows how she does daily exercises through social media accounts (of course, she wears Fabletics sportswear), and tens of thousands of points and hundreds of comments can be obtained simply uploading a picture on Instagram.

In this fan economy, she spread to the audience not only simple products, but also a personalized lifestyle and personal charm.

Rather than fans buying a piece of clothing, it is better to buy life samples and personality patterns created by the star / net red that they like and trust.

2, membership mode.

In the past, we changed the retail price model of low purchase and high sale, instead of collecting membership fees, and greatly increased the rate of return and user stickiness.

Moreover, under the membership mode, Fabletics can get as much user information as possible, so as to accurately recommend products for consumers.

3, pricing strategy.

Fabletics the price of the whole sports product line is basically half that of Athleta, Lululemon and Nike.

For example, a tight body-building pants costs only 24 dollars, a sports suit 79 dollars, and some accessories even as low as 11 dollars.

Kate Hudson, co-founder, said in an interview with foreign media: "a few years ago, my partner came over and asked me if he wanted to do something about fashion that I was interested in.

At that time, I was very interested in their business models, but I knew that what really attracted me was the final price.

I don't want the price of the product to be ridiculous. I hope more people can try my design. "

4, "sports + fashion" positioning.

Sportswear generally lacks aesthetic feeling, which may be a common disease in the industry. Therefore, Fabletics is determined to make a sports brand which is sometimes at the same time, with a sense of design and at the same time.

In addition to the use of good sports technology fabrics, it also does not hesitate to invest in high-end fashion and graphic design.

"We hope to create a clothing that is very suitable for sports, and not only for sports wear, but those who like sports can wear it all day long! You know, many sportswear do not always reflect women's good figure, but we should not do that."

Kate Hudson talks.

For example, Fabletics has sports Bra tailored for women with small breasts, and sportswear designed for women with large breasts.

"We really think of women with different stature in design."

5, borrow social media.

Fabletics has a high degree of activity in social media, where it often interacts with users.

There are nearly 400 thousand followers of its Instagram account, and Facebook at least hundreds of messages.

At the same time, Fabletics can get word of mouth by providing quality service to their members and gaining their trust. Then they will spontaneously share photos of Fabletics wearing sports through Twitter, Instagram and other social networking sites.

"Whenever I search for 'Fabletics', I see many girls in Fabletics doing crazy sports. They look great. This is the best advertisement!" Kate Hudson said.

It is not hard to imagine that the amplification effect of social networks makes it easier to build brands.

6, customized services.

This is a continuation of Fabletics's biggest feature of the parent company - Fashion e-commerce JustFab.

According to the reporter, JustFab will provide personalized service for the members according to different lifestyle and fashion preferences, such as the collocation guidance of celebrities and celebrities, and many products are designed exclusively for JustFab.

This makes the user stickiness of JustFab very high.

Similarly, when Fabletics users enter the website, just fill in the test, the mailbox will receive customized clothing according to their own preferences, and it is absolutely consistent with their body shape, suitable for their favorite sports.

Of course, the audience of Fabletics is young and fashionable women, which is narrower than the general sports brand, which makes it easier to select products to please users.

All in all, a star's sportswear that makes his own brand and fashion sense is not a traditional sport brand.

Moreover, it is more expensive than the high-end brands, but it does not lose the sense of quality, and then has fashionable marketing methods and personalized services.

This seems to be the condition for Fabletics to stand out.

In Fabletics's view, the current gratifying achievements only mean that more can be done.

"Although the expansion of other product lines looks very risky, we really want to try, and we can't wait to invest in other lifestyle products, cosmetics and accessories."

However, in the face of Athleta and Lululemon's strong rivals, Fabletics still has a long way to go.

Whether it can laugh until the end is unknown, but it is certain that in 2017 it will have bigger movements.

More interesting reports, please pay attention to the world clothing shoes and hats net.