Kate Hudson has had her Fabletics company in operation for over three years now, and it is making large strides in a fashion space which is currently dominated by Amazon. That online retailer has over one-fifth of the customers and sales, and so there have to be some tricks of the trade implemented in order to compete in that type of landscape. One of those techniques is the reverse showrooming technique which gets customers to visit the arrangement of stores which are strategically placed throughout the United States and several other countries as well.
From Bridgewater, NJ, to Torrance, CA, and a plethora of places in between there is a store near much of the country’s population. There is even one in Hawaii! $250 million in business over those three years must mean that Kate Hudson is doing something right. Fabletics has a line of “activewear” which has tops, bottoms, outfits, and accessories to meet the tastes of so many of today’s modern women. The fashion membership brand really understands how to attract the customers.
Showrooming has become a detriment to many brick and mortar stores. Potential customers will enter and get to physically check the items out, but they will end up buying somewhere else at a cheaper price (usually online). Now Fabletics is using the reverse showroom so that customers can investigate the items online and then go to the offline stores in order to purchase them. This is incredibly effective for the brand, and the data is such that the local markets are deeply understood to such a degree that somewhere between 30% and 50% of the people who walk into the store are already customers. And, if that is not enough, then 1 out of 4 who make it in are turned into VIP members.
Ultimately, it does not matter where these customers buy the specialized product. It could be online at the Fabletic’s website or offline. This is also encouraged by techniques such as adding an item to the online cart when a customer tries it on. Kate Hudson is proud that her name recognition has brought on so many customers that it is now a winning athleisure brand. She set out to bring the prices of active-wear down to reasonable levels while keeping everything high quality, and it looks like there is more success to be had.
Go ahead and go over to the Fabletics website in order to take the Lifestyle Quiz which will help you determine what Fabletics items are the best fit for you.