Fabletics: Using the Reverse Showroom Model to go Head to Head with Amazon

What is a reverse showroom model you may ask? It’s a revolutionary concept based on how today’s consumer makes purchase decision. It is currently being utilized by Kate Hudson’s mega brand Fabletics and the results have been phenomenal. By utilizing a reverse showroom technique, Fabletics has skyrocketed to the top of the athletic wear market in just three short years, earning $250 million in sales since the brand was created by Hudson and team. The company is also now going head to head with online wholesale giant Amazon, and doing extremely well The reverse showroom technique invites potential buyers into a virtual showroom, or store, where they can engage actively with the company and view all options from the convenience of their own desk or couch. It has become a wide phenomenon that today’s consumer goes into retail stores, or showrooms, to decide what they want and then immediately scours the internet to find it at a lower price, even if it is just a few dollars in savings, it feels like a huge “win.” By creating this amazing virtual showroom, Fabletics has none of the costs of building stores across the country, they just have a select few in very key locations. This allows them to keep their prices at a modest cost while still offering the highest quality of products – a win win for both Fabletics and for its customers, that have become an extremely loyal fan base and source of referrals to friends and family.

 

Their reverse showroom technique also is unique as it offers a membership plan, so a buyer mentally commits to a certain payment each month and then receives a custom package, tailored to their specific workout needs and style preferences. Of course, they can pause the membership if they would like or need to, but the financial investment has already been mentally made, keeping people purchasing again and again on the membership model.

 

A recent review on Foodie Stays Fit (not sponsored) detailed how high of a quality Fabletics provides. It especially focused on the quality of the leggings, which can be hard to find at a modest cost. The review showcased some of the fun and trendy styles that the blogger received and overall she would highly recommend Fabletics to anyone that is looking for style and substance in the workout process.

 

 

Want to get familiar with Fabletics? If you visit their website there is a cute little Lifestyle Quiz that will ask questions about the type of exercise you do and your personal trend preferences. From there, you receive a custom profile, meaning each piece you receive is tailored just to you!