With most businesses, customers are given very little thought. They are also given very little interaction. The focus is on the products and in some cases, the services. The rest of the thoughts go towards the marketing of the products. When customers visit a business, they tend to buy a product with very little thought to the other aspects of the business. While many customers are happy enough with this set up, it does leave a lot for improvement. There are companies that are working on bringing about a different experience to the customers so that they will be encouraged to shop with the company more.
One such company is Fabletics, an aethleisure retailer. The company is run from the internet, and the business model is membership based. With the membership model and attention paid to the members, the company has built a tight knit community where people feel welcome. This community is filled with people who share similar mindsets. They get to share their experiences with the company and their favorite products. Unlike with other companies, Fabletics gives the customer a platform to express themselves. The best thing about this is that it gives influence over to the customer. Therefore, the customer will feel like he has a voice.
The greatest thing about this approach to marketing is that it presents to the customer something that is human. Many people are growing tired of the old disconnected approach to shopping. Instead, people are looking for some kind of connection, not just to a business, but to something that is significant and meaningful. Fabletics does more than just sell clothes. It also takes part in the fight to bring about solutions to different issues that people face. Given that Fabletics is an athleisure company, it is meant to inspire women to live healthier lives.
With Fabletics, customers are given the message that there is more to health than just being physically fit. There is a lot of importance placed on emotional and mental wellness. Another thing that customers are made to understand is that they could be connected. The right outfit can make a difference in how the customer feels about herself.