Fabletics is opening new physical stores, and in a world where long standing physical stores are losing to online shopping it begs the question, “how are they doing it?”. How is Fabletics succeeding in their brick and mortar store locations when the rest of the brick and mortar retail world is struggling to stay afloat? The answer lies in their approach, and their entire model of business. It is not just a superior product at a good price that is bringing in the customers. Staying with the times, and working their approach based on the newest shopping trends and data science has allowed Fabletics to build a reputable reputation with their current customers, who are their primary customer in the physical locations.
Many stores rely on walk ins to come into the store and make a purchase, and they figure that the customers will just come back when they want some more of the product they walked away with the first time. This is not enough anymore to have a successful business, because customers are finding the same products for a better price online. Often times, they are using the physical location of a store to try on a product and assess the look and feel of it before they turn around and look for a better priced product online. This “showrooming technique” is being met by Fabletics with the “reverse showrooming technique”.
Fabletics offers a superior product at a lower value, but they are bringing in and keeping their customers with the service they offer as a part of their brand. A $50 monthly commitment buys the customer a VIP service, where a stylist picks out the outfits offered as a suggestion each month based on the customer’s workouts and personal style. This narrowed down selection of outfits delivered to her account works as a personal styling service, and she gets more for her $50 each month than she does at a comparable fashion athletic spot.
The typical customer coming in to the stores are already members of the Fabletics VIP membership. They like what they have as a VIP member and are coming into the store to experience a new and exciting branch of the brand experience. For walk ins coming into the store, they learn about the membership while shopping and can sign up right in store after being walked through the benefits of membership.
The physical location stores are filled with product that appeals to the customer in that specific location. Fabletics is able to offer this custom tailored selection of products based on data pulled from the website. The stores offer “athleisure” apparel and run tests for new product that is not offered on the website. By offering just the products that specific customer will like it improves the customer’s shopping experience and increases sales for Fabletics. This reverse showroom technique is bringing in the customers already familiar with Fabletics and is giving them more of what they want, and is succeeding in customer satisfaction.
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