• Conduct some additional research to learn more about Fabletics. How is Fabletics meeting customer needs through its value delivery network? What controversy surrounds the company?

• What type of marketing channel is Fabletics using? What is its distribution strategy? Did opening brick-and-mortar stores make sense for Fabletics?

Answer:

Fabletics is an American based company that sells fitness apparel, sportswear and offers various fitness apparel subscription program. its cofounder is Kate Hudson. It is an online retailer in America. In Fabletics, it is possible to purchase items individually and only once but it is founded for offering its outfits and accessories on a continuous basis by offering a subscription to its customers. There are generally two types of membership that it offers first is general membership and second is VIP membership. Fabletics provide outfits to their customers based on the customers' individual taste, lifestyle, workout style.

Flablectics is found to fill the void in market and deliver a unique shopping experience to today's modern active customers. Its unique ways of offering membership and fashion technology platforms have enable the customers to have their choice of apparel and outfits which personalized selection and service. As they offer two types of subscriptions and they ask for the customers' taste, lifestyle and workout style they can easily find what customers want and delivering the products based on the data provided by customers makes the customers happy. Thus giving preference to the customer's choice is the best way to attract them and by this, Fabletics meet customers' needs by its value delivery network.

Fabletics is surrounded by the controversy that thousands of its customers criticized the company of its unclear membership pricing , misleading advertisements, and unfair cancellation policies. They offer 50% off on their first order for  VIP membership subscribers without notifying them that they have to pay around some amount every month after their subscription if customers do not log in by 5th to "skip the month" which was not told by the company earlier.Their unclear terms and conditions made any customers unsatisfied in terms of their service. And for customers, it is very difficult to cancel a VIP membership subscription.

Fabletics allows its customers to give reviews and social sharing about their experience. Its giving preference to its customer's choice is also a good marketing strategy. Leveraging customers review helped the company to grow its revenue by 35%. By making kate Hudson the co-founder of Fabletics , made the fans of the kate Hudson to attract towards the company and also brought a lot of awareness about the brand in the public.

Fabletics had opened around 75 new stores bringing its US brick motor fleet to a hundred. As an eCommerce retailer, it's opening of brick and motor make inconvenience for the customers who prefer online shopping. But still, many consumers shop at the stores because of the variety of reasons and thus it resulted in profit to Fabletics. Flabletics thus provides its product both at stores and online.