Nowadays, stores cannot survive being only physical locations. The tendency of the “Onlinetization” of every store and every brand is a real thing and helps both the selling companies and the customers as well. The Internet just brought tons of facility to selling and marketing because of how brands are now able to link to social media, local shops and make a delivery to regions of the country and even to other continents. With this tendency, there are still a lot of experimentation with propaganda and selling strategies as it’s still a growing experience for everyone. One of these strategies that were recently implemented with success is the “reverse showroom technique,” and it transformed the simple idea that was Fabletics into a nationally famous fitness apparel company that has conquered Amazon for the last couple of years.
What is the reverse showroom and how did it all happen?
Usually, a company that wants to sell their products to customers directly start with physical stores, being it one or more, and a website at the same time. Fabletics was an exception. They were having tons of success delivering their clothes through the internet, especially Amazon, and then decided to invest in building a couple of stores in the biggest metropolitan cities in the U.S., and it quickly paid off. Fabletics realized that they could somehow link their virtual stocks with their physical shops to increase the practicality of buying their outfits.
By using the reverse technique, they allow customers to order exactly what they liked in the virtual stock of their website and go to a store near them to buy that piece. Not only that, but it allowed managers and developers inside Fabletics to directly see what are the apparels that are making the most success across their clients and increase the production of those. That way, they can enhance their stocks with products that they already know are making a success.
The techniques of subscription and premium membership are no strangers to Fabletics as well, but they go beyond the simple “subscribe here” button. With a subscription that allows buyers to receive an outfit every month for a subscription fee that is very inferior to what you would pay for such pieces. Even if you don’t want to participate in a specific month, you can skip this, and they won’t charge you the monthly fee unless you want to receive it. There is also the offer of being a VIP member and having your first outfit bought from Fabletics costing only $25 without having to pay a monthly fee for that.
With high-quality fabric and a wide variety of styles to choose from, Fabletics has earned their spot as a web seller and is quickly dominating local areas as well. Because customers can do a quick survey to know what kind of clothing style fits their personalities the most, they can conveniently purchase through the store and find what they want among the large selection of outfits to choose.
The lifestyle Quiz is highly recommended if you’re going to try out Fabletics as it helps you navigate directly to what interests you the most, saving you time.