What Fabletics has managed to do is become the type of website that gives people access to things that they can buy in stores. This is something that is also referred to as reverse showrooming. In the case that Kate Hudson has presented it has been her goal to get people into more brick-and-mortar stores. She started originally with the website because this would be the easiest way to start a store without any type of geographical boundaries. Engaging in this e-commerce model was good for her initially because there was already a business model in place. She works alongside of the co-founders like Don Ressler and Adam Goldenberg, and they had already done this type of subscription-based clothing service with JustFab and FabKids. It was easy for Fabletics to branch out and become another company that would provide this type of clothing for women that were looking for athletic clothes.
Some shoppers will find out about the Fabletics brand by going directly to the website. Others will see advertisements or social media from friends and start shopping online. Still there others that are going to sign up for subscription services and get automatic shipments each month. The one crowd that she has the strongest potential to gain, however, is the offline crowd and places where she has not opened stores yet. This leads to millions of potential customers that have never even heard of the Fabletics brand. She knows that she can lure people to the Fabletics brand if they are able to access it through various channels.
Kate Hudson is making a bold move with the Fabletics brand because it will be one of the first from the series of companies that were started by Adam Goldenberg and Don Ressler that will actually became a physical brick-and-mortar store. This is somewhat risky, but there were already a dozen of the Fabletics stores in place already. Kate has plans for 100 more in the next five years. This proves that her reverse showrooming is working to her benefit.
This athletic brand has been able to gain a loyal following of consumers, and it appears that more consumers are going to be interested in reaching out to his brand as stores pop up in their location. It is on the part of a greater plan that Kate Hudson has to maximize profits and build a better brand awareness for Fabletics.