The trend has been obvious and explosive. Go into a brick and mortar store with your smartphone, scan an item barcode and find the cheapest price online, then leave the store without making a purchase from mom and pop. It’s been brutal on small physical retail stores and nobody has felt the siege of Amazon and other large online e-commerce websites take over more than the fashion industry.
However, Kate Hudson’s Fabletics is not only defying the technology giants, she’s winning.
How? With good old fashion “Reverse Showrooming” also know in the modern era as “webrooming” A new take on what is now considered the old school method for using the internet to surf deals and products then go to a physical store to purchase your items at the best price.
Even though Amazon has taken over 20% of the retail fashion business, clothing is one of those items you still like to touch, see and try on before making a purchase decision. Fabletics is banking on that and it’s working for them.
Actress, fitness lover and model Kate Hudson started Fabletics in 2013 with the intention to build a fitness fashion clothing line that provides affordability and keeps up to date with current trends.
Kate and partners built a very flexible membership program that allows members the opportunity to shop and browse online then come to a convenient brick and mortar location to pick up their purchase. With 35% annual growth rate over the first 3 years, she’s onto something and the members are loving it more every year.
Members of all shapes and sizes will find fun, affordable trendy fitness clothing as well as an upcoming online fitness workout class and exclusive content aimed towards women’s health and wellness available in a members only private website.
The clothing line has grown to so much more than just a store to buy fitness outfits. They have a huge and constantly growing social media following where members share pictures, stories and inspiration for each others fitness plans.
The brilliance behind this membership platform is it’s free. The benefits that come from that reward both Fabletics and their customers. They can keep cost down with reduced inventory because the personal engagement between company and customer allows them to personalize inventory with exactly what their members like and want.
Nothing makes marketers happier than knowing just what their market wants and nothing makes a customer happier than having personal access to a business that knows exactly what she wants.
Kate Hudson has a built a win win in the fashion retail industry. Hold on Amazon, this game isn’t over yet and if Kate gets her way it’s just starting!
Are you a good fit for Fabletics? Find out by taking the Fabletics Lifestyle quiz here: https://www.fabletics.com/get-started