Fabletics: A Unicorn of Athletic Wear

A unicorn is described as a startup that soars to such incredible new heights in such a short period of time that it is almost unbelievable. It can also define something a startup brings to the marketplace that you just can’t believe didn’t exist before. Both of those things fall exactly under the blanket of athletic wear company Fabletics, who has had such a meteoric rise in the past few years it has been compared to the likes of Uber and Apple.

As technology continues to become more and more tangible in our life and as consumers expect a flawless online e-commerce website, the way companies do things is evolving rapidly and efficiently. Companies such as Amazon that have become continual innovators have forced others to follow. Similarly, grocery delivery has caused all grocery stores to find the need to provide that above average customer experience. Basically, today’s consumer wants what we want fast and we want it without leaving the comfort of our couch with computer or smartphone in hand.

Fabletics has seen incredible growth and market adoption using the technique of a reverse showroom, the opposite of what most modern retailors continue to use. Thought Fabletics does have several physical locations throughout the United States, it’s focus is always on that online retail experience and co-founders say the physical locations are there to compliment the online experience, not vice versa. Not only does Fabletics provide a seamless digital experience, but it goes above and beyond to charm and woo customers to become continuing loyal adopters that actually enjoy the experience of spending money monthly with Fabletics.

 

When you join as a member, you are offered items at discount prices, increasing the incentive to sign up. Each member receives a tailored user profile as a result of an online Lifestyle Quiz (check it out on their website if you haven’t yet), further increasing the chance of a positive experience coming from every shipment. Fabletics also goes above and beyond in their showroom, keeping items that weren’t purchased in a sub compartment of a shopping cart and providing top customer service.

 

These little things that make the reverse showroom experience so great at what made Kate Hudson so drawn to Fabletics from day one. She believes on putting her name on quality products and services that enrich the lives of people who purchase them and feels Fabletics does just that, while also encouraging physical fitness and positivity for women.

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