Retailers bicker over whether showrooming or reverse showrooming is worse, but each strategy impacts a certain type of retailer. The showrooming process affects traditional brick and mortar retailers while reverse showrooming affects Amazon.com, Ebay, Overstock.com and other sites. Showrooming involves searching for a product and then ordering it online. Reverse showrooming is doing the opposite.
Kate Hudson decided to use the second model for hew Fable tics brand. Some people just do not like to wait in line, and when it comes to clothing, people prefer to be able to try on the product. It also helps to sell clothing if people know they can easily return the item if something goes wrong. The fabulous line of athletics wear Hudson offers benefits most from this model.
Hudson decided to bank on the reverse showrooming model, and it has worked well for her line of active wear. It has worked so well that the entrepreneur has managed to take on larger retailers, such as Amazon.com. Amazon currently owns 20% of the fashion market, according to Forbes.com.
Users can look at items on the company’s website or from Amazon and then go into buy them in a store or return them if necessary. Reverse showrooming gives the buyer the advantages of traditional shopping and customers are responding to the model.
People often become members before they ever enter a Fabletics store. Through the subscriptions service, they can get active wear as needed, although people can still buy clothing off the rack if they so desire. Some people go to the stores to pick up their subscriptions.
Although the subscription service model does not work for every consumer, some people find it convenient. People can still pay the cashiers or they can avoid waiting in line. The option for consumers to shop the way they prefer has worked well for Fabletics. It may be the model new brick and mortar chains use for products in the future. Kate Hudson does not seem to mind how people shop, as long as they continue wearing her clothes to the gym, the Yoga studio, or even out for a walk.