Fabletics is clearly one of the most celebrated brands out there and it has managed to do something that other brands can only dream of. You don’t need to look far to see the obvious way that Fabletics has managed to take over and carve out a niche that many in the online retail business wish they could. Online retail giants have played a huge role in the entire industry and have managed to stomp out just about all of their competition. The only way around this is to take customers off of the internet and into the real world.
The main technique behind the success of Fabletics is the reverse showroom technique. It allows them to take customers from their website and bring them into brick and mortar stores where they can provide them with an experience they can’t get online. This results in greater sales and the ability to compete against the online giants in a way they can’t reciprocate. You simply can’t find any other company out there that offers this exact sort of service and there just aren’t any other online retailers making the leap into the world of physical retail through brick and mortar stores.
The most amazing thing about all of this is that the creator of Fabletics managed to do it on her first try. When Kate Hudson decided she was going to create Fabletics she had no experience in the world of business and was feeling her way around. She managed to make something of herself in this world after taking the leap from the world of Hollywood, but that’s not the only part of the story. What makes her story so much more is that she has created a place in both the world of fashion and tech for herself with ease.
We don’t need to look far to realize that fashion is going in a new direction. Hudson has done so much in such little time but she refuses to let it stop her. We know Fabletics has overcome incredible odds to reach where it is today, but there is so much more potential. Fabletics is a great idea that has proven to be even better in execution. Hudson is one of the greatest business leaders of the day and her strategy is a model for others. There is certainly room to take on the retail giants, but it needs to be found.