Kate Hudson, CEO of Fabletics has made workout clothes a big business. Joining forces with CO-CEOs of Justfab Inc, Don Ressler and Adam Goldenberg, they introduced a profound solution to the active wear arena. They successfully filled the gap in women’s fashion where active wear was not a major player. They saw an opportunity to add glamour and convenience around a stale component that existed within fashion that no one had targeted.
Starting this powerhouse just over 3 years ago, the brand has proven to be more about inspiring women to live free and look fabulous while doing so. What was once thought of as the attire for a workout enthusiast, is now the necessity of any woman as a go-to outfit for running Saturday morning errands, going to cycling class, or meeting a girlfriend for yoga and then grabbing lunch. Fabletics has made a significant footprint in the active wear industry by utilizing the reverse showroom technique. Fabletics mastered this technique by combing both the in store and online shopping experience into their business model.
Show-rooming is a strategy that many retailers use. It is however a costly strategy as most consumers will look but end up buying a cheaper version somewhere else. Reverse show-rooming is where people go online to research what they want to buy to help make their buying decision. In today’s retail market consumers want as much information as possible before making a buying decision. This means that the retail experience must take the pressure off of the consumer and have information at their finger tips that answers their questions now. This is how Fabletics used reverse show-rooming to accelerate their brand.
Their membership based platform provides exclusivity at an affordable price with high quality and trendy apparel. Fabletics understands who their customer is, what they want and how they want it. Knowing all of the specifics around their customers provided a road map to how to create the best consumer experience. Some of the main points that make reverse show-rooming work for Fabletics is their ability to have a program that tracks purchases and reward repeat buyers, utilizing current technology and engaging the power of social media marketing. Based on this, Fabletics offers more flexibility and convenience to their customers than a typical active wear retailer.
Although their online presence is probably how most consumers know the brand, they have ventured in to the traditional store front model as well. An equally added bonus to their online store, as members that shop at a traditional Fabletics store can have items they liked added to their online cart. That technology in itself is impressive as it adds another level of to the customer experience and it adds another level of marketing.
Fabletics has taken the reverse show-rooming strategy and made it their own. Focusing on their customers and understanding how to make this strategy effective for their business model.