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.

The Advantage of Owning Multiple Domains

There are a lot of advantages to owning multiple domains. One of the issues that many people have is that they own online one domain. This makes them vulnerable to the possibility of all of their business crashing down when there is an attack on the company. This does not have to happen like that. Businesses can own multiple domains. This is especially good for businesses that have been so successful to the point that they are able to expand to other areas in the market as well as other industries in some cases. Businesses have enough capital to buy some more domains so that they can advertise their new brands.

There are a few things that the user could do in order to build their new domain. Among the things that they could do is localize their business to the location. For instance, businesses that buy another domain could add their specific location to the domain name. That way, people that live in the area will be encouraged to shop at the area. This is good even for global businesses that attract customers from throughout the world. Localized domains not only have a higher chance of ranking for certain areas, but it also can attract more users that live in the area.

Buying extra domains can actually be good for the online reputation for the business. At worst, it can actually protect the business from totally failing when there is a bad review about the company. Of course, other things can and should be done in order to handle the damages done from the review. There are a lot of things that one could do in order to maintain and even improve his own reputation. One of the important things to do is engage in the community and talk to others.