Why Fabletics’ Reverse Showroom Technique Has Made it the “Unicorn” of Athletic Wear

Many new brands dream of becoming a “unicorn,” similar to Uber or Apple – a brand that immediately takes off and builds a base of exceptionally loyal customers. In the athletic wear space, there is no doubt that Fabletics is becoming the unicorn of its marketplace. The brand launched just three short years ago, in a highly saturated market. It managed to carve out a unique niche for itself by offering quality, fashionable fitness gear at moderate prices – in a time when the only option for true quality athletic wear would cost you upwards of $250 for a single outfit.


Fabletics took off. The company generated $250 million dollars in three short years and is now a global name. What is so special about this company? Well, first of all you can’t discount Kate Hudson’s overall likablity and the knowledge of how much of a fitness expert she is. However, the true secret behind Fabletics success is the way the purchasing process functions. They utilize what is called a reverse showroom model, meaning that they don’t focus on actual physical locations (the company has around a dozen stores currently), but instead invite buyers to shop, play and engage in an incredible digital “showroom” experience. Fans love this, and who wouldn’t? Instead of dragging yourself to a store, being hounded by sales people and having to try on workout clothes in the harsh fluorescent light of a fitting room, you simple take a quick Lifestyle Quiz on your fashion choices and workout style and boom! Fabletics curates a line of its wonderful pieces tailored directly to your taste.


The reverse showroom has been huge for Fabletics, allowing customers to participate in a membership for the brand, meaning that each month it is delivered right to your door. If you haven’t tried out Fabletics yet, try the simple Lifestyle Quiz on their website for a taste of what they offer.


For an unbiased and unpaid review, you can check out a true review on lifestyle blog Foodie Stays Fit. The blogger discusses exactly what she likes about Fabletics, including the outstanding quality of the material, the great fit and the trendiness Kate Hudson and team bring into each piece.


She also reviews her actual purchases, with real life pictures of her wearing her selections. Furthermore, she details the purchasing and return process and gives you a peek into what exactly it is like to be a Fabletics member. If you’d like to read the full review you can find it here.