Kate Hudson knows how women shop. This is something that she knew before she started Fabletics. Hudson knew that it was not enough to click a couple of buttons on a website when it comes to an outfit for working out. In some cases women are going to want to go into a fitting room and stand in front of a mirror. They want to see what they look like before they go to the gym and presenting themselves before others to others with the Fabletics clothing that they have spent money on.
This works because people purchase clothes from a brick-and-mortar stores, but Fabletics is losing to other stores if there are no physical stores in certain areas. She knows that this is going to be the centerpiece of her profits even though the online sales are what carries this company forth right now. What Kate Hudson is trying to do is establish this as a brand that compete successfully with other companies that have brick-and-mortar stores.
Kate realizes that the reverse showrooming is something that is going to get people talking. When they see these clothes online they are going to tell friends. Eventually they will run into friends that do not do any shopping online at all. These are customers that are considered offline shoppers. If she doesn’t find a way to get to her potential offline customer base it will be difficult for this clothing company to compete with many of the other juggernauts in the retail clothing industry. Even though she focuses on a select crowd of women that are looking for athletic clothing, she still knows that there is a large group of people that she has yet to reach.
One can only get so far with website sales before they branch out and reach for those customers that still don’t trust online shopping.
So many offline consumers are afraid of things like hacking and a security breach from online shopping. This is why many customers are still not shopping online. What Kate Hudson has managed to do is create a wide assortment of opportunities for customers to shop offline by creating different stores in various state. This has worked to her advantage and that is why she is on a Fabletics campaign to create even more these stores within the next five years. This is what people are excited about with the brand.