To guarantee success, brands such as Fabletics brings price and quality to the forefront for shoppers online and in the retail stores. It hits both types of shoppers. Where they’ll have success online because of added coupon codes and promotional deals while at the same time forming a relative shopper-to-brand relationship before they even “enter” the department stores where Fabletics is sold at. It’s obviously worked with Kate Hudson’s brand since it’s opening more than 100 stores nationwide. In addition to Fabletics’ success, it’s grown into a $250 million active-wear business in less than 3 years. (There’s already 16 open in California, Florida, Illinois, and Hawaii.) (Forbes: 2016)
Fabletics, more than a pretty face, it’s the brand
With an inspiring brand such as Fabletics, memberships rise to the top because of the convenient online shopping experience. They’ve also received the pre-advertising experience by seeing Hudson’s face tied-into the active-wear because of banners and branding ads that have been colorfully displayed all across major search engines.
In other words, most online shoppers have gotten exposed with the brand, Fabletics. Couple that with a bright happy face known in the entertainment business can bring in more product value than a paid-model wearing the product on an advertisement commercial or public spread from a paid ad agency. A quality-driven product will have customers wanting this even more so.
Fabletics; success using the reverse showroom technique
Success with brand recognition is almost always going to win-over customers. Whether their online or in the stores, they’ve relatively received enough high exposure through the online brand store. This is what Fabletics has done for it’s customers. Some of the elements with reverse showroom techniques begin with the following success with eCommerce marketing. For half the cost, Fabletics builds on high value branding. The membership module offers personalized and trending active-wear that’s both fashionable and treatable to it’s customers.
Encouraging reverse showrooming”
So much for “window shopping” because it’s “reverse showrooming” that’s making this particular women’s sportswear and accessories (aka “athleisure”) build it’s customer base. In other words, Hudson didn’t start off with the typical “pop-up store route.”
She built her multi-million empire by building relationships first. Through marketing by way of events and activities such as coming out on talk shows such as Ellen DeGeneres, Hudson found a way to advertise before hitting the online and retail stores. In addition, she “doubled down” when she borrowed strategies from Apple and Warby Parker whom coined “the starting online then store later” strategy. The term reverse showrooming stems from their strategy.
Giving people an advantage without being forced to buy while in the stores is part of the strategy of reverse showrooming. This adds up to 30-50% of shoppers becoming members before even stepping into the stores. The main element is becoming members by relating to the product or brand before shopping at retailers. The online experience seems to be a great way to market brands firsthand. Thus, 25% of the customer base become members in the stores with reverse showrooming.
Finally, the old fashion window-shopping is literally “out the window.” So, buying elsewhere at cheaper prices is also out. Shopping carts, whether the product is physically, or virtually, in the carts gives customers of Fabletics the chance to relate to the product or brand first. Consequently, bringing a great shopping experience for those who become attracted to the reverse showrooming experience.