The Reverse Showroom Technique And How It’s Made Fabletics Successful

Fabletics, the Kate Hudson’s workout clothing line, has taken the fashion industry by storm and with good reason,-it offers a broad range of quality and highly fashionable fitness clothes at an affordable price. Their workout clothes are not only stylish but also comfortable, easy to clean, non-fade, and hold up their shape. Fabletics competes with high-end fitness apparel companies like Lululemon and Athleta and offers the same high quality at half the price, a strategy that has endeared it to its users.

 

Most brands don’t focus on the after-sale service as much as Fabletics does. Fabletics enjoys rising popularity due to its innovative monthly subscription model. On signing up, users are asked to take a short survey on their preferred workouts and style. This data is then used to curate fitness outfits for the user. Most users prefer the VIP membership of $ 49.95 per month that comes with a complete $25 outfit on signing up. Fabletics offers discounts, custom fit clothing, and free shipping to its VIP members. Members can choose the ‘skip the month’ option if they opt not to buy anything that month.

 

In an era where e-commerce stores are sprouting like mushrooms, it comes as a surprise that more than 50% of consumers still prefer to shop in physical stores according to the 2016 Goldman Sachs’ DotCommerce Report. Most apparel consumers prefer the flexibility of experimenting with different textures, colors, and testing for a fit that comes with shopping in brick and mortar stores as compared to online stores. However, having started as an online store, Fabletics has been so successful that in a span of three years, it boasts of a revenue of over $ 250 million and eighteen physical stores. It is looking to build more stores in the coming year. In a recent report, The Fabletics team attribute their immense success to perfecting the ‘reverse showroom strategy’ used by Apple and Warby Parker.

 

Reverse showroom strategy involves targeting consumers who browse online for products but purchase them in brick-and-mortar stores. This technique has seen the overall increase of Fabletics members, increased brand loyalty, and better relationships with the local markets. Fabletics has integrated their website and local stores so seamlessly that when trying clothing in a local store, the information is stored in the website’s shopping cart. This has led to an increase in new members from the stores.

 

Moreover, Kate Hudson understands the need for content marketing in building any brand. The members get newsletters that are filled with curated outfits that easily convert to sales. By analyzing sales and trends from their website’s data, Fabletics can determine which products sell well in a particular area and offers them in their physical stores in that specific area. Fabletics encourages engagement with its immense number of followers on its social media platforms and stocks items that are popular and perform well with their followers. As a result as Gregg Throgmartin, President of Fabletics points out; it’s a lot simpler to satisfy customers when you are aware of them and what products they want.

March 2, 2017

Posted In: Fashion