Women are very social beings. Studies have shown that after a stroke, women regain their communication skills faster than men. The top fashion eTailers are creating powerful personal contact, communication and support systems to sell their clothing.
What Do Women Want?
Business success is very simple: “discover what your customers want and provide it to them.” The difficulty is “finding out what your customers want.” In the fashion industry, this can be even more challenging.
Fashions change all the time. What might be hot in one region, might be gauche in another. Every season, there are new entries.
Of course, each woman has her own special look, style and color scheme. Many women will want to “browse” fashion selections – offline or online – to see what is available.
Elite women want to look trendy at all times. They might purchase fashion magazines to make sure they know the latest “do’s and don’ts” or they could simply subscribe to Kate Hudson’s Fabletics line of haute couture fashion.
These Fabletics are soft, comfortable apparel for the active woman. They are great for yoga, hitting the gym or running a few miles. They are also nice for “me” time, when the children are at school and the husband is at work.
Once Fabletics solidifies its membership list, the customer can browse online or offline at their leisure. Why not save the women time? The modern customer relationship management (CRM) software can ask the woman what type of clothes, she is interested in. What price range and colors, does she prefer?
Just as you get a list of “favorites” when you visit YouTube, you can also get a list of “possible” Fabletics apparel, you might be interested in. Then you can take the next step and visit a physical store.
This Fabletics “reverse showroom” technique saves all parties, valuable time. The wealthy female customer does not have time to waste. She knows that Fabletics understands her “needs for speed.” Fabletics knows what “women want.”
Having Kate Hudson run the Fabletics line of clothing gives you instant “street cred.” You know she understands the celebrity, model and glamorous life style. You might see her in another movie, wearing her Fabletics.
How does the clothing look on real people?
Kate creates special events, providing personal invitations to Fabletics members. These can help the customers actually see how the clothing looks on real people. It gives them creative ways to mix-and-match ensembles.
All of this has resulted in store visitors, who are primarily members. Fabletics is kind of like an exclusive club. It has not only attracted the social fervor of women, but has surrounded them with successful women who can be their role models.
With the cutting-edge personal touch, Fabletics customer relationship management has continued to increase sales. It is operating in the top American markets. It has created a deeper relationship that satisfies women’s high-end fashion needs.