Reverse showrooming is being encouraged at Fabletics. In the past,most people would browse online and then go elsewhere for cheaper commodities. Now, Fabletics looks to turn the browsing from a negative to a positive. Instead of utilizing the pop up option as the competition is doing, Fabletics has employed a different strategy which is enabling them to acquire more knowledge on the market and at the same time build client relationships and win the confidence of clients. Today, 30-50% of those who walk into Fabletics are already members while another 25% become members while in the store. Customers who are window shopping will get the items they tried on in their online cart. Whether a customer buys in store or online is not an issue with Fabletics.
Fabletics is keen on ensuring that what the customer sees online is the same as what they find in the store. This way, the brand journey of the customer is not destroyed in any way. The use of online data on preferences in turn means that the physical stores will only have in stock item that most certainly will appeal to customers. The sock in the stores is solely based on the membership preferences, social media suggestions, real time activity on sales and heat-mapping data on the store. Fabletics believes that shopping serendipity is important, yet the brand is built on a combination of various things including customer preferences and global trends in fashion. Testing of products is done regularly to determine reception by the customers.
Growth of the Fabletics brand hinges on accessibility by the customer, respect for the people and the culture. Fabletics, like any other business, has challenges here and there. The company is growing as a result of consumer education, customer experience and lifestyle balance. This growth is also attributed to the great pricing of products coupled with the product’s quality.
Today,Fabletics is able to understand the new customer and in so doing it is growing successfully. In trying to draw customers, there is stiff competition in smart distribution, innovative programs for membership and purchase options. However, Fabletics is investing in physical retail shops as well as a different type of showrooming to capture the attention of customers. Competing with such competitors as Amazon, Warby Parker and other e-commerce companies needs to be considered seriously if a company is to build a successful brand.
Fabletics the Brand
Fabletics is all about clothing that enables you to engage in various activities in the course of your day. Whether you are working out, working around your back yard or in a studio or gym, the clothing we provide is ideal for activity. The active wear market lacked what Fabletics brought when Don Ressler, Adam Goldenberg and Kate Hudson joint forces to supply the market with the demand for active wear. Although there were many brands, none was able to quench the demand as they were either too pricey or not as stylish as desired.
The top five reasons why Fabletics stands out are: the quality of the products offered, the competitive pricing of commodities, the flattering fits coupled with smoothing silhouettes, fashion forward collections and complete wear that goes beyond the gymnasium.