Fabletics is a company that was co-founded by Kate Hudson, an American movie star. It is a branch of JustFab, which is a highly successful online retailer. The company, having been in business for three years now, has managed to create over two hundred and fifty million dollars as revenue. Fabletics is a subscription service working much like JustFab. A customer pays a monthly fee and selects an item of clothing, which is then hand-picked for them by in-house stylists to create a personalized feel and touch.

 

They offer not only athletic wear but also evening wear made of the same high quality and comfortable material. This is to provide comfort for both night and day without sacrificing style. They also offer durable swimwear that is both fitting and great looking when worn. This company also focuses on being all-inclusive by making a wide variety of styles and sizes to fit about any body type or age. They also allow the customer flexibility to choose to wear what they like.

 

This firm is using reverse showrooming to climb the ladder of success. Showrooming saw people browsing offline and buying goods elsewhere. Their unique start has enabled them to reverse this model; they have turned browsing into positive. This strategy of reverse showrooming has enabled them to build relationships, get to know the local market better and be reliable.

 

With reverse showrooming, thirty to thirty-five percent of people that make purchases are already subscribers while twenty-five percent become new members. Fabletics doesn’t much care about where the customer buys from; retail is also another important aspect of service.

 

To retain the customer’s brand journey, showing the right information both in the digital and physical; Fabletics puts this in practice. Stocking of stores is done by considering various inputs which include social media sentiment, local members’ membership preferences, real-time sales activity and store’s heat-mapping data.

 

Focusing on people, culture and accessibility is yet another milestone for success. As Fabletics grows and moves into new territories over time, the balance of customer education, lifestyle and customer experience is paying off. Fabletics can be considered among the growing army of risk-positive and data-aware brands that understand the new consumer. Fabletics is embracing the new type of showrooming and is investing in physical retail experience to give the perfect consumer experience, whether of online or offline. Fabletics is defining itself with data science and enterprise technology.