When Kate Hudson started the Fabletics brand three years ago she made several smart decisions. She decided to position the athletic wear as an aspirational product made of high quality and paired this with strong customer service. The Fabletics model has proven to be a winning combination as the company is now valued at over $250 million over the ensuing three years. Another winning factor that has worked in favor of the brand is their implementation of reverse showrooming.
Reverse showrooming allows the brand to reach customers online and live. When customers visit a Fabletics pop-up concept store, or one of their growing number of bricks and mortar locations, they are likely already a member, and if they are not, chances are at about 20% that they will have signed up for membership before leaving the store. Fabletics encourages browsing, both online and live, by both its members and those who are interested in the brand but have not yet joined. They have gotten the mix between live and online buying opportunities at a great balance that has been very successful for the brand.
The shops and locally hosted events have given the brand a keen insight into what it is that their customers want on a local level. The brand is very dialed into providing an enjoyable experience for its buyers while giving them the products that they want.
Fabletics has created a strong niche in the athleisure and their clothing is more than a workout option. Gym clothes have certainly evolved and the most desirable brands provide items that will take you from a fitness class to lunch with a friend or running errands and picking up the kids from school.
With so many options offered by Fabletics, how is it possible to narrow down the collection to a few pieces that work for the individual? The brand has handily created an online quiz that will give great insight into which pieces are best for your lifestyle and body type.
Fabletics has blended the membership and subscription model with a live shopping experience to create a business model that has been extremely successful. All signs point to continued success for this unique brand!