How the Digital Showroom has Helped Fabletics Grow

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.


Lifestyle Quiz

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.

Keeping Up With the Latest Changes in Personalization Merchandising

Keeping up with some of the latest trends in the marketing industry can be one of the biggest challenges that business owners and their marketing specialists may face as they move into the next phase of online marketing strategies. Because not all companies are the same, different strategies are being used to increase conversion rates and the profits generated on most sites today. So, for those who may be concerned about what types of trends are affecting the way products and services are being presented to consumers, here is some invaluable information that you should know about personalized merchandising and how it is affecting the ecommerce world as a whole.

Product Centric vs Customer Centric Planning Changing

Aside from the new innovations in technology and the way products are being presented to consumers, there is a new wave of initiatives in this industry that concentrates on different methods of reaching a target audience today. Specifically, when it comes to the types of software systems and applications being used to increase a sites conversion rates. Unlike the older traditional methods of merchandising that focuses on product centric sales promotions, the newest marketing schemes are now focusing on the customer as it relates customer centric sales. Therefore, whenever an individual visits a site online to shop, the choices that they make can be influenced by the businesses Personalized Merchandising automated processes.

Goal and Objective is to Match the Customer with the Product

Typically, with this customer centric sales tactic, the goal and objective is to match the customer with the types of products that they need and prefer. Therefore, the concept of Personalized Merchandising is vastly different from the concept that focuses on selling specific items to anyone in the target audience that will buy them. For instance, a customer centric sales environment will encourage the individual to buy products that is listed in their personal profiles. So, the individual is more apt to purchase what is being displayed to them. On the other hand, when the company is using a product centric buying process, the products offered may or may not be of interest to the individual. Especially, because the item is being offered to a broad audience of buyers that may not have interest in the product at all. In either case, it is essential that both small and large companies adopt the latest trends in the industry so that they can take advantage of tried and true automated systems that meets specific consumers’ needs. Visit Sentient’s profile at Linkedin.