The whole world seems to be trooping more to the internet for everything they seek to purchase, from cosmetics, clothes and even workout gears. They all troop to a field ruled by the mammoth king Amazon. In the field of online trading, a field that Amazon already controls about 20% of, how has a David-like brand like Fabletics has taken the battle to Amazon? How have they managed to notch up victories up to the point of establishing a business that has grown to more than $250 million in just over three years? The answer lies in reverse showrooming.
Fabletics was established in 2013, one of the founders is the ever amiable Kate Hudson. They were focused on filling up the void in the activewear marketplace. The presence of a lot of luxury brands did not deter them from venturing into the market, as they saw that these luxury brands did were lacking in giving products that were both affordable and of high quality.
Fabletics has built its brand on offering quality services right from the product till the customer walks out of the store satisfied, and even go beyond that. They ship to countries in France, UK, Germany, Canada, Australia, and have about 6 retail locations in the US. They have a total of 16 physical retail outlets now.
In using reverse showrooming, Fabletics have given retail companies a glimmer of hope- the battle for customers is not lost. In reverse showrooming, the customer visits the online website, then goes to the physical store to make the purchase. Fabletics have included gamification elements, superb customer services, exclusive design, to make the experience in their physical stores an unforgettable one. They have been able to offer a luxury brand at an affordable price to their customers.
They have been able to personalize the experience for each customer, so the customer knows that what he/she is getting is just suited for him/her. This principle of operation has further enhanced the customer feedback that they get. Between a third and half of the people entering the physical shops are already members who return because of the wonderful experience and another fourth eventually end up becoming members.
Fabletics also have something common to them- they blend latest global fashion trends with user preference to make sure that the customer stays satisfied and in vogue. They conduct various tests to determine the trends and then balance these with the user’s preference. This way either online shop or physical retail shops are never stocked with gears that the customer cannot relate with. The various local trends are monitored also to make sure that the shop is in touch with their locality, the items stocked can then revisited and tweaked with changing trends and preference.
Fabletics have emerged as one of the competitors for Amazon, and they have based their growth on offering quality items at affordable prices, having an excellent and experienced staff at the retail center, and a media team that ensures that they are in tandem with the latest global trend. Combining all these features or characteristics has pushed their retail outlets to about 10 countries.
Goliath lost to David. While this is not a battle like that, it with be right to say that Fabletics has come to stay.