It calls for originality, intelligence, and creativity for a new brand such as Fabletics to compete in a crowded market where there are giants such as Amazon. Fabletics is not only succeeding in their online stores but also on their physical stores. The success that Fabletics is currently enjoying did not come on a silver plate. It is as a result of hard work and cutting-edge business strategy that has enabled them to win the trust of their customers.
It isn’t an easy task to succeed in reverse showrooming. In the recent past, we have witnessed a lot of fashion houses close their doors due to increased competition and lack of proper business plans. Most of the retail stores aren’t making profits since customers are visiting their physical stores to shop for outfits and then head home to order from the online stores where these outfits are cheaper. This trend has led to many fashion houses going bankrupt and ultimately closing their doors because they cannot sustain the business.
Fabletic’s genius strategy
It took Fabletics a lot of resources and numerous hours of research to come up with a marketing strategy known as ‘reverse showrooming’ that would help to reverse the trend witnessed in the clothing industry. As the name implies, the idea of reverse showrooming is simple but effective. The idea is not to let customers look for outfits in the stores and then order them from a cheaper online store. Instead, the customers look for outfits online and then visit the physical store to purchase their outfits. The main trick lies in engaging the customers and encouraging them to visit the store where they make their purchase.
Fabletics has mastered the art of reverse showrooming, and they are already experiencing a lot of success. The company utilizes various methods to woo customers to visit the physical stores where they can choose the outfit that meets their needs. A customer can take an online Lifestyle Quiz from the company’s website which helps them to choose the apparel that is best for him/her. The customer is then encouraged to visit the brick and mortar store to purchase the product.
The use reverse showrooming technique isn’t easy. It is mostly applied by companies that have excellent customer care services that give the customers utmost customer satisfaction. The strategy has successfully been implemented to top tech brands such as Apple and the Warby Parker. Fabletics has used the plan to increase the number of customers visiting their stores which has, in turn, increased their revenues. In 2017, the company reported sales revenues to the tune of $250 million. Fabletics is expanding the number of physical stores to serve the growing number of customers.