When you think about Fabletics you likely think about the gorgeous actress and fitness buff Kate Hudson. That is intentional. When Fabletics was in its infancy, Kate Hudson was chosen because of her like-ability, her known commitment to fitness and the fact that people could actually see her working out or taking a spin class in Fabletics’ line of trendy athletic wear.
She took that commitment very seriously and since day one has focused on really guiding the brand in every aspect, not just talking about it on television commercials. Kate Hudson played a huge role in selecting exactly how Fabletics would launch, how the brand would disrupt the market place and how it would gain the boom of traction it has on social media. She has never waivered from that commitment. To this day she attends various meetings, meetings with different departments and dives into each week’s sales figures and data reports to ensure she is always in the know about where Fabletics is headed. She also looks at each piece of athletic wear that is chosen and ensures it will be a good fit for the brand and for the 1.2 million members that trust Fabletics to provide the highest quality in “athleisure” wear.
While Kate Hudson is no doubt a huge part of the success Fabletics has seen, the company also took a vastly different approach in a saturated market of athletic wear that has brought huge success. Fabletics uses a reverse showroom technique and instead of building a bunch of stores across the country with very high overhead, the company’s showroom is, for the most part, a fully digital showroom (Fabletics does has 22 stores in very select locations). People are invited into a fun online showroom where they start by taking a simple lifestyle quiz. This lifestyle quiz asks questions about your personal style, tastes in fitness and then generates a user profile specific to you. That means that each Fabletics order you receive is tailored specifically to your exact tastes and wants, creating a great experience every time.
This reverse showroom technique is allowing Fabletics to take huge market share portions away from online retail giants like Amazon. Many customers that visit stores these days are only looking to see or try on clothing and then they look to discount suppliers for cheaper prices. With the reverse showroom, buyers know they are getting a quality product at the best price – all without having to leave the couch!