Fabletics – Penetrating the Consumer Market Successfully with Reverse Showroom Technique

One of the most popular clothing items that have become an essential in everyday life of people from across the globe is athleisure apparels. Men and women who lead an active lifestyle are following the trend of wearing athleisure apparels more than ever before now. Due to the enormous popularity of the athleisure products in the market, many companies have started offering athleisure products, but one of the businesses that have emerged as a leader in the niche is Fabletics.



Fabletics was launched in 2012, and in just a few years have managed to take its turnover to a whopping $250 million, and continues to maintain a growth rate of close to 30 percent and more. The company has a total workforce of over 1,400 employees, and it continues to grow. Out of the labor force of 1,400 employees, around 1,000 employees are dedicated to providing exceptional customer service. Fabletics in its short period of operation has managed to become a fierce competitor for major online fashion retail companies such as Amazon, which continues to dominate the market with over 20 percent market share.



Kate Hudson is one of the co-owners of TechStyle Fashion Group, the parent company of Fabletics. She says that the primary reason why Fabletics did well and continues to grow is that it focuses on offering customers with something of value. The brand offers products from sizes XXS to 3X, which ensures that it targets a wider audience. Moreover, its popular subscription model has enticed many of the customers globally. At present, it has a 1.2 million VIP members, who shop from Fabletics on a monthly basis. Moreover, the company has managed to follow the reverse showroom technique successfully, just like other famous brands like Apple and Warby Parker.



Fabletics successfully managed to penetrate the consumer market further with the help of reverse showroom technique. It is a tried and tested marketing method earlier used by popular brands such as Warby Parker and Apple. The company after making its mark in the e-commerce market has opened 18 physical stores across the country, and it plans to open hundreds more shortly as per its CEO, Don Ressler.



Kate Hudson, who is one of the co-owners of Fabletics, says that the company believes in offering customers something of value without costing a fortune. She added that the firm depends on the data provided by marketing and sales team to make their next business move. For customers who are interested in shopping at Fabletics, it is highly recommended to take the Lifestyle Quiz for consumers at its official website.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on

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