Shoppers who are looking for a new trend to participate in are shocked when they try out Fabletics for the first time. The company that was established in 2013 has increased the number of sales it has year after year. How are they doing it, you ask? It’s simple. The reverse showroom technique is being used to bring more shoppers into their store. A virtual showroom is created and the shoppers will be asked to take the lifestyle quiz which helps them to distinguish which items are suited for each shopper.
Not all shoppers are interested in reverse showrooms because the lack of trying things on is what makes it hard to figure out if something fits or not. The good thing about Fabletics however is that you do not have to keep the items you get month after month. Each time you are shipped an order of Fabletics, you will be able to return it for something else that the shopper might like or they can save the credit to their membership for any future orders.
The original launch date was in 2013. After opening the showroom floor on the internet, the business grew to over $235 million dollars of revenue. The product that Fabletics sells has shoppers standing behind the product. The membership allows for users to be shipped a package each month that they opt to get with products that they will love, for a much lower cost than what others charge for their athletic wear.
The growth of the business is not only due to the line of products that they have but is also standing behind the spokesperson at the front of their business. An ideal spokesperson is going to trust the product that they are selling. For most consumers, they want to purchase something that they can see others using that are celebrities. Kate Hudson was asked to become the spokesperson of the brand and being a top paid actress is what makes others want to purchase the same products to wear.
Any number of celebrities are seen pushing products on shoppers and consumers. The problem is then do you trust what the person is selling? Maybe the question should be, do you see them actually in the product in their spare time? Do you see them in the products outside of the commercials and sales? Kate Hudson knew that she had to be seen for others to want to join. Staying actively involved with the business is another reason why people are choosing the brand. Kate makes sure that when she enters the gym daily, that she is seen in the same products that she sells. It is no surprise to shoppers who watched as the items were released. Upon advertising the products, Kate sits in on meetings, planning sessions and more in order to stay connected with the products.
High end products are defined by the price tag of the product. The higher the price, the more that product is worth in quality. For Fabletics, they didn’t want to have this theory. They wanted to sell a quality product but without the gigantic price tag. Taking a lesson from other big name businesses, Fabletics used this to their advantage. Determining the price by the quality of the item is the first step that the business wanted to avoid. Instead of jacking up the price for the quality of the active wear, they decided to start a membership based shop where users can keep track of their shipments, orders and costs through Fabletics.
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