Retailers everywhere have been suffering from the recent phenomenon of “showrooming”. This is the act of shoppers browsing in stores only to go home and buy the same item online for a lower price. Over time these changes in how consumers shop have caused numerous store closings and have changed the way retailers view and interact with consumers. Instead of viewing showrooming as a negative, Fabletics realized the silver lining. By first launching as an online shop and then opening a brick-and-mortar, Fabletics integrated showrooming into their shopping experience to build relationships with their consumers and the communities the consumer support. Because of their down-to-earth approach to gaining and maintaining customers, 30-50% of in-store guests are already members and 25% become members on their first store visit. In-store, Fabletics encourages browsing because they don’t care if you buy online or in-store, they just want you to buy how you feel most comfortable. Most consumers are still very tactile, meaning they feel more confident about a purchase when they can touch or feel the item before buying. When you visit in-store at Fabletics, items that are tried on are automatically placed into your online shopping cart. For anyone that still mourns an item they should have purchased but now cannot find anywhere, this is a game changer. Some people just feel more comfortable about buying items online for many reasons. Shopping at Fabletics allows you to try items on in-store, get an idea of how the clothing fits and feels, and then never have to worry or wonder if something will fit. Fabletics is successfully redefining how retailers and consumers look at showrooming, as well as changing the way retailers communicate and interact with their shoppers.
A Review of Fabletics
All things considered, Fabletics is a great deal. The quality of items rivals that of more expensive brands, but without breaking the bank. Unfortunately, many items have a tendency to run small or long, which is great news for those who have trouble finding clothes to fit longer limbs. The range of style at their price points is almost unmatched. From basic black to super trendy, there’s a fit for every style. The website is a bit messy and not easy to navigate. Quite often items are out of stock or will run out quickly, particularly the new releases. Dealing with their customer service is not the best. While they always resolve an issue, like a missing item, often times by the time the issue is resolved, the item that is missing or needs to be exchanged for another is out of stock. Fabletics is an amazing deal for what they are offering and like any new brand or company, they are still working out some kinks.