The athleisure market segment continues to grow at an incredibly healthy clip, and Fabletics is at the head of the pack. This online subscription model is the brainchild of actress Kate Hudson, and since its founding in 2013 its growth has done nothing but impress market insiders. The apparel segment of the retail market has suffered through difficult periods with one challenge after another. It seems that a different, and well-established retail outlet closes each week. This current difficult environment highlights the strength of Fabletics’ success.
Their reverse showroom model has been one of the necessary pivots that put Fabletics in a category by itself. This model allows customers to browse where and how it wishes. While many retailers despair of shoppers browsing their websites and then buying elsewhere, Fabletics welcomes customers to browse and shop as they see fit. With the introduction of traditional shops in addition to their targeted local events, Fabletics has intertwined the two sales platforms and encourages its members to browse and shop in their own manner. This lack of sales pressure has helped the brand to be embraced by its community.
The company encourages members to browse the site and then shop at one of their bricks and mortar shops, or in the inverse, to utilize their local store to try on items and then order from home. In fact, the company is so integrated that if you try on a product at a store, the same item will automatically appear in the member’s online shopping cart.
Kate Hudson is thrilled with the success of the company and believes that big data has played a significant role in the growing and continued success of Fabletics. The firm monitors customers browsing and shopping habits and has fine-tuned their analytics down to the local level. This data mining allows the brand to adapt to design trends that occur on a regional level and by using this model the likelihood of selling items in their stores is much higher.
The actress and entrepreneur believes that staying in a hands-on role is the right way for her to lead the company. Her guidance has created such things as the site’s Lifestyle Quiz that is an interactive way for customers to discover which of the great Fabletics gear best fits their style and fitness needs. The quiz is a lot of fun and a great way to learn more!