The reverse showroom technique is built around stocking the retail shops with what the customers needs. It based on a customizing product stocking idea that is aimed at reducing the overhead costs including long shelf stay for products. For Fabletics, a fashion forward athelisure brand, it has been the key to challenging the market superiority of established fashion brands such as Amazon. The technique has enabled the Kate Hudson-cofounded company reverse some of the gains of these industry players and in the process elevating Fabletics into one of the leading activewear fashion brands. For Kate and her partners, it is the technique that has been at the center of a wild wind growth in fortunes in the company, turning Fabletics into a multimillion dollar fashion entity within a few years of its founding.
The Application of Reverse Showroom
The use of reverse showroom technique by the hierarchy of Fabletics is intentional and strategic. From the onset, they embarked on a data gathering mission. They collected data on sizes, designs and other tastes and preferences parameters. They used the browsing history of the customers who visited the company’s website, the Lifestyle Quiz data and the various clothing items customers tried during their visits to their brick and mortar stores. The data enabled the company to primarily design and stock their online and physical stores with what their member’s desire. For a monthly of $50, members can enjoy great discounts on products while also having the luxury of finding athleisure products that are customized to their taste. Such an innovative use of technology has seen Fabletics surpass the million membership threshold while its value has grown manifold.
Kate Hudson’s Role at Fabletics
Fabletics was founded in 2013 through a partnership between actress Kate Hudson and fashion industry innovative entrepenuers, Don Ressler and Adam Goldenberg. Kate has played a critical role in developing and promoting Fabletics’ brand image including serving as one of its band ambassador. Celebrities such as Demi Lovato, who are current Fabletics’ brand ambassadors were brought to the fold by the Kate Hudson. She also brings on board her large fan base including fashion forward millenials and women of different ages.
Kate Hudson reckons that Fabletics’ fashion forward athleisure products, which have been tailor-made to meet customer demands, are symbols of women freedom. Such strong convictions have seen her take on various duties at the company including overseeing its branding and marketing. To experience the freedom and empowerment that come Fabletics’ innovative activewear, take the Lifestyle Quiz.