It’s always an interesting thing when you talk about a company that is primed and ready to take on mega online wholesale giant Amazon. Amazon has become the go-to for everything from fashion to household goods to décor to presents…basically almost anything and everything you need can be purchased there. However, other companies are utilizing creative models to position themselves to go toe to toe with Amazon and offer the best products and great user experience through their own sites.
Fabletics is one such company. The athletic wear brand is gaining market share every day in the athletic clothing department and has taken a good deal of Amazon’s market share on those products. They do this by offering a unique membership model that creates a tailored user profile and invites buyers to do absolutely every part of the shopping process online, while not have to actually “shop.”
This is called the reverse showroom-ing technique and it has become essential in the world of Amazon. Today’s buyer often checks 1-3 online place after they have found an item of apparel they like in a store to see if it is available at a lower price somewhere else, or if something very similar is available online with a lower price. Fabletics uses the reverse showroom to allow buyers to not only receive the ease of getting a monthly package delivered directly to their doorstep with easy returns, but to know that each box was tailored just for them.
Having the outfit tailored just for their personal preferences is a huge added benefit. Amazon’s multiple choices, product overlap and shipping dates that can vary depending on where the seller is based can often make the process of shopping for one pair of leggings a daunting task. At Fabletics, user information is captured at the first visit through a fun Lifestyle Quiz. After answering the Lifestyle Quiz questions, outfits are sent to each buyer based on what styles they would like to see and what type of workout gear they need for the types of activities they enjoy.
This type of digital and data-driven model was important to Kate Hudson when she considered signing on to become the face of Fabletics. Hudson only takes on commitments that she truly believes in and she saw that the digital showroom is what consumers are demanding to receive the best experience possible. In addition, she believes in the quality of Fabletics and what they offer to today’s woman.