Kate Hudson’s Fabletics is building a great name in the fabled fashion e-commerce market. The fact that it’s enjoying great results is due to many reasons. One of these reasons is the reversed showroom technique that it uses. In the past, building a high-value brand was possible with a combination of pricing and quality goods/services. Today, building such a brand requires more than that, and that’s what the company has embraced.
Fabletics’, which has grown into a $250 million company, has no qualms comparing itself to giants such as Apple or Warby Parker. However, unlike some of these industry giants (including Amazon), Fabletics specializes in the aforementioned reversed showroom technique. The company has an advantage in this because of its origins. This method allows the company to build relationships with prospective clients and to convince them to consider it reliable.
Increased Customer Base
It does not have to die a painful death like other businesses that feel choked by showrooming. It is normal for customers to browse offline before making their purchases elsewhere if they can get cheaper deals. Fabletics believes that browsing should be a positive instead of a negative. It focuses on knowing the markets and building relationships with customers. It encourages customers to be members.
This reversed showroom technique has brought more than 30-50% of clients who are already members through Fabletics’ doors. Kate Hudson’s Fabletics doesn’t stop at that, however. It reaches out to the non-members who walk into its stores. The result is 25% of these non-members often become members inside the store while shopping. The results are as clear as daylight, as Fabletics has seen its revenues and customer base grow exponentially in a short time.
In around three years, the apparel company has grown substantially because of this technique. Of course, the quality of the products and services offered has played a significant role too. Using this strategy, Fabletics has grown into one of the best fashion warehouses in the US. It’s a highly sought after company in developing athletic and leisure apparel. Again, its success is down to its ability to not only create substantial relationships but also enhance brand loyalty.
Ownership and Membership
Fabletics is a company owned by Kate Hudson that sells fitness apparel. It operates on a unique monthly membership structure. First-time VIP Members get their first outfit at only $25 in addition to plenty of other items at discounted rates. VIP Members pay no monthly fees neither are they under compulsion to buy stuff they don’t want. VIP Members are also entitled to 2-3 piece monthly curated outfits that go for $49-$59.
Fabletics also stands out on many fronts. These include:
Value for money
Ease of use
The quality of its products is higher than what customers pay. The outfits are also quite stylish. The outfits come in various styles thus giving you the opportunity of finding the perfect one. Also, you get a great deal paying around $50 for any apparel of your choice. You get value for money considering that other brands would charge you more than $80 for leggings to the ones from Kate Hudson’s Fabletics.