Fabletics’ Reverse Showrooming seems to be Working Perfectly

Fashion e-commerce market has grown intensively over the years. It has attracted many investors who have pumped billions of dollars into the sector. Currently, Amazon is the largest fashion e-commerce company, controlling 20 percent of the market. However, this firm is facing a stiff competition from other fashion heavyweights like Kate Hudson’s Fabletics. Hudson has grown this business to over $250 million within three years. The company sells outfits to its many clients through a subscription mechanism. Kate Hudson, who is one of the senior managers of the firm, has managed to make Fabletics an aspirational brand that meets the fashion needs of its clients. She has combined this attribute with convenience and membership to make Fabletics a brand that resonates with people.

 

Today, brands are focusing on practical strategies for increasing their competitiveness. Other than quality and price, they are concentrating on aspects like exclusive design, customer experience, gamification elements, brand recognition, and customer experience. Fabletics is giving other top brands like Warby Parker and Apple a run for their money. The brand is on the verge of opening more retail stores in strategic cities in the U.S. to ease congestion in those already operating in California, Hawaii, Illinois, and Florida.

 

Why Fabletics is outshining other brands

 

  1. Fabletics adopts reverse showrooming

 

Fabletics employs a reverse showrooming strategy whereby people conduct research about products of their interest and proceed to acquire them from the firm’s stores. The company has succeeded in taking advantage of browsing. Its reverse showrooming approach has enabled it to cultivate relationships, increase its reliability, and gain a better understanding of the market via events and other interactive activities. Thus, 30-50 percent of shoppers who enter Fabletics’ stores are already members and nearly 25 percent earn their membership while in store.

 

  1. A retail strategy based on online data

 

Fabletics displays the correct content in both digital and physical stores to improve clients’ brand journey. Leveraging online data concerning preferences, the firm ensures that only items that are appealing to clients are stocked in physical stores. Fabletics selects items to stock based on a wide range of aspects, such as social media sentiment, real-time sales activity, and membership preference.

 

Fabletics in Brief

 

Fabletics is among the top fashion firms that design and sell women’s sportswear and other accessories through the online platform. The fashion giant is popular for its outstanding e-commerce business strategy and it boasts over 20 retail outlets. It delivers high quality and personalized outfits to its members. Fabletics is one of the subsidiaries of TechStyle Fashion Group.

Combining Fitness and Fashion With Fabletics

One of the common desires of people is to look good. The two common ways of looking good are by being in great physical shape and dressing well. However, fashion companies seem to have been making the two mutually exclusive. Perhaps the mentality is that one does not want to sweat out all of their best suits while doing everything they can to get in shape. However, this does not mean that clothing can’t be stylish for working out. One of the issues that people are faced with when it comes to finding clothes to work out in is that the clothes that are available do not have any type of style to them.

 

One of the common problems with workout clothes is that they tend to be boxy. While this is meant for people of any body type to be able to use, it is actually detrimental to the workout as Kate Hudson has come to realize. Therefore, she has looked for ways to bring forth something that is going not only improve the style of the clothing, but also improve the performance of the athlete so that they can get a better workout for their body. Some forms of clothing can actually get in the way.

 

One thing that Kate Hudson has done is not only design clothes that are specific to different body types, but has also made sure that there are clothes that are designed for each different sport. These designs make it so that women could perform each workout confidently. When they build their muscle, then they are going to enjoy a lot of the benefits that come with having a fit body.

 

Even though Kate Hudson is doing everything to make fitness fashionable, she does not want to limit her clothing to people who are in shape or smaller. She believes that high fashion and well fitted clothes are something that should be enjoyed by all people. After all, when people wear good clothes, they are more likely to feel good about themselves. The only thing with fashion is that people should be accepting of all styles.

What do Fabletics and Reverse Showrooming have to do with each other?

By now everyone not living on Mars has seen commercials advertising Kate Hudson’s fashion line called Fabletics. Kate and other fashion icons dance about in trendy athletic wear to encourage us all to order from her company, Fabletics.

 

It’s a cute play on words. The first section is the word “fab” a somewhat a campy way of expressing approval and even fun. The second part of the company name is the end of the word “athletics”. It’s memorable and playful.

 

Putting the Order before the Showroom

Fabletics has elected to take a backwards approach to brand building. The well-trod path would be to develop designs, advertise and then start opening stores – hoping people will come in and shop. The stores are the showrooms for the offered products.

Rather, Fabletics refused to build any structures until the brand was established. The website became Fabletics’ virtual showroom, uniquely not supported by any brick and mortar store anywhere.

 

Fabletics further reversed the traditional retail approach by using a subscription approach to sales. Many, many retail entities offer incentives, point systems, multiple purchase discounts and coupons. The difference with Fabletics is that the company wants to sell to customers and keep them; Fabletics is founded on the concept of regular, repeated business.

 

Becoming a VIP

Many people are hesitant to subscribe to anything. Too many of us have had experience of magazines we never read, books we never remember to return and boxes of fresh veggies that rot in the crisper before we can use them.

 

To entice people into the subscription, Fabletics makes an offer too good to refuse. They offer some excellent examples of their craft at a substantial discount, with a little catch. Before you become a VIP, you take a short survey of your fashion and athletic habits and preferences. This data is the foundation of the unique collection Fabletics will create for you.

 

Fabletics is not only offering quality, fashion-forward products are substantial discounts, they are also offering to provide a curated collection for you. They track your purchases and returns, adding to their database, and each monthly, automatic order reflects their information on your personal preferences.

 

VIP with a Plus

By combining fashion with personalization supported by competitive pricing and a wealth of discounts, Fabletics is creating a VIP club you can’t afford to miss. Each aspect of the marketing builds on the previous to add depth to the connection between the customer and Fabletics – it’s a remarkable concept, and is seems to be working for Fabletics.

 

From Reverse Showrooming to the Showroom

With a dedicated, established customer base brought on by subscription, Fabletics is now creating physical stores. However, even those traditional stores are far from traditional. Fabletics uses the data collected from various geographic areas to stock each store with clothing that is popular in that area. See how remarkable this is? It’s a perfectly balanced circle that is poised to keep bringing in new Fabletics customers.