One of the brands I’ve been most impressed with this past year is Fabletics. The brainchild of actress Kate Hudson, Fabletics is an “athleisure” wear company that is bringing the trendiest of athletic wear to over a million monthly subscribers. I will admit that I can’t stand going into a physical store these days. The prices are typically higher and the overall experience has me waiting in lines or sifting through clothing to find my size (not to mention trying on clothes under hideous fluorescent lighting is always a horrifying experience).
That is what I love most about the reverse showroom model used by Fabletics. Instead of physical locations, Fabletics has an entire showroom available on its website. The best part is that when you visit Fabletics website for the first time you are invited to take a simple Lifestyle Quiz. The quiz contains just a few questions on what type of workouts you like to do. It also gathers sizing information. After completing the quiz, you only see the styles of clothing that cater to your specific taste and are available in your size. The idea is genius.
The reverse showroom model is also excellent is due to the fact that an online showroom gathers data from every visitor. This helps the marketing team know what items are popular and ensure everything is stocked properly to always meet member needs. Because Fabletics is a membership model, people receive a full outfit each month, rather than spending hours filtering through a mass of items.
I should have expected nothing less from Kate Hudson. She is known for her acting, yet has really showcased her business acumen. She founded Fabletics to fill a niche in the world of athletic wear. Women had access to either low-budget clothing that didn’t last, or extremely high-priced athletic wear that offered little originality. Fabletics was designed to fill that gap. Fabletics offers quality athletic wear in a huge variety of styles that can all be bought at an affordable monthly rate.
Kate isn’t just the pretty face of Fabletics. The company is truly her baby and she is deeply involved in its success. Kate partnered with TechStyle Group to found Fabletics with the vision of it being something new and fresh. From day one Kate has been involved with directing social media, advertising and selecting the styles that fit the Fabletics brand.