The controversial retail strategy of showrooming has been blamed for many of the problems facing the retailers of the world in the 21st-century as increasing numbers of consumers are heading to physical stores and trying on a range of clothing before leaving the store to make a final purchase Online based on what they have discovered. This is known as reverse showrooming and is seen as one of the factors in the rise of Amazon as the leading Online retailer across many different sectors. Although only launched in 2013, the Fabletics brand has become one of the leading Online retailers in the fashion sector with a growing desire to put into practice it’s own reverse showrooming techniques.
Over the last three and a half years, Fabletics has grown into a business with sales revenues reaching over $250 million as the brand strives to bring success to its founders, Adam Goldenberg, Don Ressler, and actress Kate Hudson. The star of “Almost Famous” has gone from a business novice with little to no understanding of the retail sector to an integral part of the team at Fabletics because of her own hard work in learning about the many different aspects of the industry. Kate Hudson is much more than simply the face of the brand she acts as an ambassador for as she has spent a large amount of time learning about the design process, budgeting, and the need for an excellent customer service department to handle the needs of its members.
One of the areas marking out Fabletics as the main rival to Amazon is the introduction of its lifestyle quiz completed by all members to give the brand an idea of the kinds of clothing each member should see when they log in. The lifestyle quiz is an important part of starting the process of becoming a member of the brand which also seeks to update the items offered to each member based on their purchases.
Reverse showrooming has seen Fabletics move away from the pop-up store approach of its rivals to establish permanent locations across the U.S. where members can spend their time exploring the clothing on offer from the brand. Customers can join the brand in store as they do in percentages of between 20 and 30 each month or make purchases as part of their monthly subscription of products found instore.