Many companies these days claim to have a great online or digital experience. They have active social media profiles and websites where you can order many items. However, many fall short when it comes to delivering that seamless experience for the consumer that transcends retail almost entirely to bring the full experience to the user within the comfort of their computer, tablet of phone right from the comfort of their own home.
One company that stands apart as being truly digital first is Fabletics. If you haven’t heard of it, it is a brand that sells “athleisurewear,” and is headed up by actress and fitness guru Kate Hudson. Athleisurewear is athletic wear that transitions from place to place, meaning you can go for a run or hit the gym or yoga studio and then be trendy enough to run errands, do some shopping or grab a lunch. The company has been around for about 3 short years and since then has gone from an small startup to a $250 million dollar company with over 1.4 million members across the world.
The secret for their success? They use a reverse showroom model that brings the full “showroom” or store experience to their customers online. Fabletics website is its own little world and store that members can come back to again and again to keep up with trends. Fabletics uses a membership model so that once a member signs up, they receive a consistent monthly shipment of an outfit of Fabletics’ high end athletic gear. From there, they can either return the pieces they don’t like, or keep them. The simplicity of the reverse showroom model also means that Fabletics has significantly lower overhead than many other stores in its vertical. Additionally, Fabletics is a data first company and uses specific consumer data to determine what will sell in the future and to easily pivot trends to make sure customers are incredibly happy with their membership. All of these factors combined have brought Fabletics the success it has seen today by becoming a company that prioritizes digital.
It also must be mentioned that Kate Hudson’s work with Fabletics is another reason it has been so successful. She said that when becoming the spokesperson for Fabletics, she always intended to be more than the fact of the commercials. She truly believes in the product and in bringing quality athletic wear at affordable prices to women across the globe.