Today’s consumer has more research options than ever before making a buying decision. Many consumers will research several products and read multiple reviews before making something as simple as what brand of coffee to buy. Having a reverse showroom allows your target buyer to do all of their research in one place, on the terms you would like to set.
Fabletics has become the brand to model after when considering a reverse showroom technique. The women’s athletic wear company was founded by actress, Kate Hudson, and was specifically designed to build itself around the reverse showroom strategy. Parent company, TechStyle Group, is a veteran in the world of e-commerce companies for women.
Traditional showrooms, or retail locations, have a great deal of expense to account for before they even open their doors. Building space or leasing space is the largest expense and many others add up in a traditional showroom. Reverse showrooms allow companies, especially startups with modest funding, to get a foot in the door without a lot of initial overhead.
Fabletics has mastered the reverse showroom strategy and then gone above and beyond. The company website feels like an online community. It feels like entering a store through your computer. There is a heavy focus on social media engagement. This makes it feel almost like a true online community of other lovers of Fabletics.
Kate Hudson and Fabletics
Kate Hudson is the face and the lifeblood of Fabletics. While many people believe she is simply the spokesperson, she is integrally involved in day to day operations at the company. She owns the entire vision for social media and advertising strategy and works with the creative team to develop content. She also studies sales data to make sure she is always in the loop with how Fabletics items are resonating with its member base. While she says her first love will always be acting, she plans to continue her role with Fabletics as the company grows to a global entity.
Fabletics offers a unique LifeStyle Quiz designed to give every visitor to its website a unique customer experience. The quiz is just a few short questions. These questions are things like what type of workout you enjoy, if you enjoy working out indoors or outdoors, and your fashion choices. The results of the quiz create a unique customer experience designed to meet your needs.