A website opening a store is often seen as an interesting idea in retail that seems unnecessary. Those who shop online wonder why they must go to a store for something they may purchase online, and mall shoppers pass by the stores noting the name of the website. Fabletics has started an expansion into North American shopping malls with over 100 stores, and they will sell the clothes they feature on their website. This article explains how Fabletics is opening stores in a new and interesting way. They will use a reversed showroom that showcases their products online before they hit the store.
#1: Fabletics Is An Online Powerhouse
The company has been online for some time as they sell to women the vision of Kate Hudson. She believes in dressing women in clothes that are easy to wear, and she wishes to help women when they are too busy to wear anything else. She created clothes she could wear to the gym, and she is seen in her commercials wearing the clothes while she works out.
Her clothing line helps women when they are getting ready for the day, and each piece of clothing is quite comfortable to wear. Women who shop online are aware of the power of the Fabletics name, and they likely wear the clothes to the gym or to pick up their kids every day.
#2: How Will Stores Help?
The Fabletics brand is so well-known that they may open stores knowing their customers will come around. Customers are naturally curious, and they will come into the stores looking for a reason to buy something new. They will see quite a lot of what they are accustomed to, and they will see much more that is unlike what they own.
Building a wardrobe is quite exciting, and women who are shopping between the store and the website will find a range of items that are exciting. They will enjoy wearing these clothes every day, and they will not feel the need to change. They may change out certain pieces during the day, and they will avoid the hassle of changing several times.
#3: How Does Fabletics Look?
Fabletics is the first company to be properly athleisure in its scope. They wish to keep women comfortable on the street, and they have created a style that pervades in fashion. Every company in the world is looking at ways to use athleisure, and Fabletics sells nothing else. Their company will build a brand around casual clothes, and women may come into each new store looking at clothing they just saw online. They are aware of what they will see, and the reversed showroom has worked.
Striking out into the retail market is scary for many businesses, but Fabletics has the presence to do so with confidence. They are building a brand that may open 100 stores around America, and each store will be flooded with women who are quite interested to see what is different from the website.