The membership based fashion retailer, Fabletics has proven itself to be a major thorn in the side of retail giant Amazon, which has shown a large amount of concern about how the leisure and active wear specialist is encroaching on its business. In just three short years of business Fabletics has embraced the reverse showroom technique of retailing to create a brand worth an estimated $250 million and has been positioned as the clothing version of luxury brands like Apple and Warby Parker.
Basing much of its aspirational marketing on the persona and social media presence of investor and award winning actress Kate Hudson, Fabletics has always looked to create a new way of selling a range of clothing options that remain popular with millions of women across the U.S. Among the many different ways the brand has been seeking to develop into new areas of success, Fabletics has embraced the reverse showrooming technique that is often seen as a negative for traditional retailers. Showrooming has always been seen as a negative as individual customers browse through showrooms before seeking similar items for a lower price Online; Fabletics began as an Internet based retailer that quickly embraced popup stores and physical locations in six states where members can link their Online shopping cart to the clothes they embrace at a physical store.
Online customers use surveys and buying options to allow Fabletics to guide them through the best choices for their workout options and style decisions. Popup stores and physical locations provide another option for members and non-member customers who can browse through the full range of clothing offered by Fabletics before taking their time about making a decision and buying either Online or in a store. Fabletics has made it clear they have little interest in whether their customers purchase Online or in a store as the consumer is seen as the leader in the purchasing options for this brand where customer service is seen as the most important aspect of the business.
The Fabletics brand is now reviewed with its customer service and easy to use Website seen as major reasons for choosing to purchase the high quality active and leisure wear offered by the brand. Another popular aspect of the brand is the constantly updated range of design options available for a competitive price that rivals that of the major department stores yet offers a higher quality; being able to get high quality and expertly designed workout clothes without the hassle of attending a physical store seems to be among the major reasons the customers of Fabletics have turned this brand into one of the fastest growing Online retailers in the world.