Fabletics And The Success Of The Reverse Showroom Strategy

When Kate Hudson launched her athletic apparel brand Fabletics back in 2013, the company was strictly an online retail company. Since then, Fabletics has become an enormous success thanks in part to its unique subscription-based business model.

 

While anyone can purchase a piece of athletic apparel from the Fabletics website, there is an option for buyers to become VIP members. By becoming a VIP member, subscribers pay a flat monthly fee of $49.95 and receive a different workout outfit each month that is shipped to their door. Outfits are chosen based on a survey about style preferences that subscribers fill out upon signing up.

 

Three years and millions of dollars in revenue later, Hudson decided to open up several brick-and-mortar stores throughout the country that would sell Fabletics apparel. While many would believe that online retail has made brick-and-mortar stores obsolete, Hudson has proved them wrong.

 

The concept is known as the “reverse showroom technique.” Despite the fact that most revenue comes from online subscribers, the brand’s apparel can be purchased in physical stores as well. The intention is to gain the company more online subscribers by allowing them to try on and feel the clothing in person.

 

This concept isn’t exactly new, it should be noted. Apple has been doing it successfully for almost a decade. However, this is the first apparel company to implement this risky strategy. Luckily for Hudson and her company, it has paid off. Subscribers have increased as the result of allowing them to interact with the clothing in person before signing up.

 

Thanks to the success of this business strategy, Hudson is planning on opening up several more physical stores over the next three to five years. Some of these stores will be outside of the United States.

 

While Hudson’s unique business model is a huge part of the brand’s success, one cannot underestimate the power of Hudson herself as a brand. A large part of the success of Fabletics has to do with Hudson’s internet persona. With several million social media followers, fans of the actress turn to her for fitness and wellness tips and see her as a fitness guru. The numerous fans who loved Hudson as an actress propelled Fabletics into prominence.

 

Fabletics VIP members also stick with the brand because of the apparel items themselves. Online reviews show that products purchased from Fabletics are high in quality yet very affordable. The products, which range from high-performance sports bras to casual jersey dresses, are made with high-tech fabrics that can withstand heavy exercise. In other words, Fabletics products are built to last.

 

Subscribers also appreciate Hudson’s commitment to creating apparel for women of all shapes and sizes. While many athletic apparel brands cater to smaller sizes, Fabletics offers products that come in a variety of sizes for a diverse group of women.

 

It’s clear that Fabletics is going to continue to see enormous success over the coming years. Thanks to Hudson’s fearlessness when it comes to adopting new business strategies, the company should continue to bring in tremendous revenue in the years to come.

Fabletics Have Comfort All The Way

Fabletics is an online subscription shop that sells women’s sportswear and accessories. Fabletics offers their members personalized clothes depending on their lifestyle, preference, taste and fashion. Fabletics was founded by Kate Hudson, Don Ressler and Adam Goldenberg in 2013.

Fabletics was created to offer stylish and high-quality activewear at an affordable price. Their clothes are intended to inspire their customers to keep fit and be active.

Kate Hudson who is an actress and is also interested in fashion with the help of Don Ressler and Adam Goldenberg started Fabletics to help women lead an active and healthy lifestyle. Adam Goldenberg has had a lot of experience with internet marketing and has put Fabletics out there as an online subscription. He has ensured that Fabletics is well known and that people can easily identify with the brand.

Fabletics has new styles every month. Subscription to Fabletics is usually free, but VIP members receive mails at the beginning of every month that show them the new outfits and have a given timeline on whether they would shop or skip on that given month. Outfits for new members cost roughly about 15 dollars.

Fabletics have nine retail stores in the United States. These stores are found at Bridgewater Commons in New Jersey, Christiana Mall in Newark Kenwood Towne Centre in Cincinnati, St. Louis Galleria in St. Louis, The Mall in Columbia, and The Village at Topanga in Woodland Hills. Although they mainly are an online subscription they have physical shops to serve clients who prefer to shop physically. They are planning on expanding their brand by opening several other shops across the United States to cater to their growing customer base.

Fabletics has grown in popularity, and this is attributed to their quality and affordable prices. They cater to women of all sizes as well, unlike most active wear companies. Fabletics are intent on passing the message that when women are comfortable and have affordable active wear, they will be motivated to be active.

There have been many positive reviews on Fabletics by their loyal clients. Some of these reviews included on;

  1. I) Quality.

The price paid for the acquired items on Fabletics exceeded the clients’ expectations. Their quality is unmatched.

  1. II) Style.

Fabletics has a very wide range of active wear to choose from. Their products are also very comfortable to wear and run errands in.

III) Value.

Fabletics activewear offer value money. Their clothes are worth some money customers pay.

Susan McGalla Brings Fashion Campaign to Football League

Susan McGalla is a giving Pittsburgh Steelers fans a great new look with a clothing campaign. As the director of strategic planning she has become one of the most crucial pieces of the Pittsburgh Steelers marketing campaign. She has managed to get more fans to show their team spirit with a revamped clothing line that will give more locals pride about their city and team. McGalla is perfect for this because she is a Pittsburgh native. She knows about the city, and she is familiar with the team. Moreover, she has experience in leadership. As someone that has been the CEO of companies like Wet Seal and America Eagle, Susan has thrived in leadership roles. In her current role as the Director with the strategic planning for the Pittsburgh Steelers she is effective in turning this franchise around. The Steelers have won Super Bowl games in the past. They have been champions, but champions are soon forgotten when they are not in the spotlight anymore. What Susan McGalla has done is keep the team relevant even during the times where they don’t go to the playoffs. She has kept the Pittsburgh Steelers on the minds of the fans even when the team is not in the championship seat. She has managed to keep the team relevant by launching a clothing campaign with Pittsburgh Steelers gear. Susan McGalla’s is the perfect person for this job. According to wikipedia, McGalla has worked in corporate leadership for two clothing companies so she knows what people will buy. She knows the branding strategies that work. She also has the trial and error experience to see through the things that may not be beneficial for the franchise. This is what makes her the perfect person for the position that she has acquired. McGalla has become a catalyst for the bringing a sense of pride back to the fans of the Pittsburgh Steelers. She has helped the team gain support from fans, and this will result in a stronger team that will play better. It’s a two way street. The fans support their team, and this encourages the players.