How Fabletics Has Used Reverse Showrooming to Win Over Customers

Fabletics, an athleisure clothing company founded by Kate Hudson, has been a popular choie for athletic clothes of all kinds since it was founded in 2013. Fabletics is most commonly known for its high quality products, which are sold an affordable price. The founders of Fabletics wanted to make comfortable, stylish clothing that would make people feel good while they worked out.

 

Opening in October 2013, the company quickly grew to England, France and Germany by July of 2014, and by November of 2015 had six retail stores in the US. Each month, Hudson shares her favorite outfits, which many customers appreciate. Numerous customers have said that Fabletics rivals Lululemon and Athleta, which are popular (but expensive) companies selling the same type of clothing. Not only are the leggings are said to be thick, so that others can’t see through them, but they are also great compression leggings for showing off figures. Another positive for busy customers is that Fabletics offers a monthly subscription box for around 50 dollars. This means that VIP members, (which is free to sign up for and has no monthly fee) can receive a box if they want, but will also pay 0 dollars if they choose not to order one. Fabletics has gotten great reviews over the years, and is continuing to grow to more locations around both the country and the world.

 

One thing that is different about Fabletics is the fact that it uses the “Reverse Showroom Technique.” Showrooming is when people browse for clothes or other items in store, but end up finding something cheaper somewhere else. But what is reverse showrooming? Due to the fact that Fabletics is much cheaper and offers the same quality as similar stores, customers browsing in places like Lululemon are more likely to come to Fabletics stores. This means that customers browsing in Fabletics won’t need or be able to find a much better price. What’s more, customers that try on an item in store have that item added to their online shopping cart, and it an come in their monthly subscription box. Customers must be a VIP member to do this, which means that 25% of customers walking through the door will become VIP members, added to the fact that around 40% are already members. That’s reverse showrooming. Taking browsing, which is typically a bad thing for companies, and turning it into a money making device.