Since Fabletics has started, they have always been successful with the business ventures that they have chosen to do based on the trends that they have seen in the market. This is all because of Kate Hudson and her commitment to making sure that women and people, in general, are getting the athleisure wear that they need to make sure that they are comfortable with the workouts that they are doing. The business uses the ideas of reverse showrooming, exclusive purchasing and a customized way of shopping that all of the customers can take advantage of when they buy from Fabletics.
The reverse showroom technique is nothing new and it is something that Fabletics has taken advantage of since the company first started. When traditional online companies have the showroom in place for their customers to enjoy, the customers are far more likely to simply browse the selection offered at the online store and then go elsewhere to find it at a lower price. The idea that Fabletics had was to create a reverse showroom. They only show their customers products that they know they will love. They also make it clear that the Fabletics site is the only place where customers are able to get the clothes that they have.
Since customers can only by Fabletics clothes from Fabletics, they do not have to worry about competing with their own brand in different retail or online locations. While they do have other ways to buy now, they make sure that they are not selling to other companies where they have to compete for the overall revenue of the clothes that they have. The retail locations that Fabletics is in are used only for Fabletics clothes. They also sell on Amazon but they have their own shop set up for customers to purchase from on the marketplace.
When anyone decides to visit Fabletics, they are asked to take a style quiz before they can go to the showroom. The quiz does not obligate them to buy anything but it does allow the brand to help pick out things that are going to work well for the customers. This ties into the reverse showroom idea and gives customers only a small taste of what the site has to offer. Visitors to the site will then get a chance to see everything that fits the style profile that they created in the quiz.