In a world where retail stores are disappearing faster that one can count, it is hard to imagine a company – especially one in fashion – that is not only avoiding this trend, but is actually growing rapidly. Fabletics is just that: a modern, savvy athletic fashion company that is gaining customers one store at a time.
Fabletics is only a few years old and has been in part founded by Kate Hudson. In just three years of business, the company managed to grow its sales to $250 million, with still much more to come. But its success – where many others have failed – is not a coincidence. Fabletics employs various techniques to drive its growth and retain its customers. They include a methodical use of and reliance on social media as well as significant use of big data to understand its customers and their preferences. However, perhaps one of the most important such techniques is reverse showrooming.
Many are familiar with the concept of traditional showrooming: customers go to brick and mortar stores, check out the merchandise and then buy online at whichever company sells that item for the lowest cost. This phenomenon has been a curse for many retailers.
However, reverse showrooming aims to do just the opposite. The goal is to get customers to think about and even choose what they want by looking at the company’s website, and then go to the store and buy that item in person. In the case of Fabletics, one method that they use is getting customers to take an online Lifestyle Quiz to find out which apparel is best for them and to peak their interest in the company.
This method, amongst others, is something that gets customers excited about Fabletics and entices them to come into the store. It also allows them to successfully take on the likes of Amazon, which is a must if one wants to succeed in the world of retail. After all, if one already knows what he or she wants to buy, but still physically comes into a store, that is a big win for any company.
Hudson herself has taken a very active role in the company from the beginning and has personally been an avid promoter of the brand. Despite the company’s success, Hudson remains modest while also retaining her job as actor first and businesswoman second. Nevertheless, her positive involvement in Fabletics has successfully contributed to its stunning growth and will likely continue to do so well into the future.
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