Why Fabletics Is Using Brick And Mortar Stores Along With Its Online Platform

The changing fashion retail method is all but inevitable with Amazon moving higher while the last few years have seen stores like JC Penney closing and others filing for bankruptcy. But even with Amazon being a formidable foe and the troubles with longtime retailers, brick and mortar stores aren’t out of style yet. One new online fashion company, Fabletics is actually opening up brick and mortar stores. This company is said to be able to compete with Amazon not only because they sell trendy athleisure outfits at cheaper prices, but also because their brick and mortar stores allow for a reverse showroom. The gist of this is that most customers have probably seen the items they want online, and if they’ve signed up for membership, visiting the Fabletics stores becomes the way they can try on the outfit they want and skip the waiting time on shipping. The bottom line is brick and mortar doesn’t have to go away, but companies that use it are going to have to change how they do business particularly with millennial shoppers.


Kate Hudson is the majority owner of Fabletics and she’s set the tone for how the company is run. Adam Goldenberg and Don Ressler were where the Fabletics idea originated from, and though they knew Kate Hudson had no business background, they knew her to be a laid-back person who believes in making everything she does authentic. Hudson gladly became a partner with Goldenberg and Ressler’s company JustFab, and now Fabletics, JustFab, ShoeDazzle and FabKids are all run under Techstyle Fashion Group. Hudson has repeatedly said she will not be retiring from acting to run the company full-time, but the time she has away from the stage is used to promote the Fabletics outfits.


Fabletics has ways that they make their prices cheaper to customers. One is spending less money on traditional advertising, though Hudson has appeared in a few commercials. But Fabletics really cares more about the word of other customers on their reviews pages than they do about only their own word. Fabletics also is a subscription-based company that offers introductory prices on items, and VIP members can earn points on purchases and later redeem them on future purchases. And mobile compatibility plus big data is used to customize shopping and send customers promotions on items that might be right for them. Fabletics gets to know customers by offering a lifestyle quiz, and you can signup for it by going to the Fabletics.com homepage.

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