Fabletics: The Benefits of the Reverse Showroom
Fabletics is all the buzz right now when it comes to athletic wear. From the looks themselves, to the adorable marketing campaigns, Fabletics has become the go-to place when women look for athletic wear. What is interesting is that although Fabletics has become a household name, the company is just a few years old. It was launched in 2013 and since then has seen 200% growth and over 600% growth from 2015 to 2016. Fabletics has done $250 million and has over one million members. The numbers climbs every day.
Fabletics is highly successful due to the original strategy to use the reverse showroom technique. A reverse showroom simply means that instead of people having to visit a physical location, they can have the entire shopping experience online. Today’s consumer often visits a store to get a feel for the clothing they might want to purchase. While they may try on clothes, people often end up finding a better price online. Physical stores also have a great deal of overhead capital, driving the prices of clothing up. Fabletics wanted members to have the complete convenience of doing everything from their phone or computer.
The reverse showroom model is also great because there are points for interaction with the brand that help Fabletics deliver a better customer experience. Companies have no way to track how many times an style of clothing was tried on, but in the digital space Fabletics can monitor how many times something was clicked on. This can be done with ease and provides Fabletics marketing team with deep analytics. This data can then be used to stock more of what members want and choose new pieces similar to the ones that are most popular at any given time.
When Kate Hudson co-founded Fabletics, she wanted to be much more than the face of the brand. She is very actively involved in Fabletics. Her policy was that she would never put her name on something she didn’t truly believe in. She wears Fabletics all the time and believes in what the brand stands for: fashionable, quality athletic wear for women everywhere. In fact, she believes this so strongly that Fabletics is in the process of rolling out a line of athletic wear that will be made for plus-sized women.
If you aren’t a member yet, Fabletics has an adorable Lifestyle Quiz on their website that takes just a few minutes.