Fabletics – Keeping Giants In Fashion Sector Such As Amazon On Its Toes

Fabletics is one of the top competitions to Amazon today in the fashion category, and amazingly the company started its operations just three years back. Amazon has a market share of over 20 percent in the market already, yet Fabletics managed to give it a tough run and is currently doing a business of over $250 million annually. The fact that Kate Hudson is one of the founders of Fabletics also helped the company to gain the initial momentum it was looking for in a highly competitive and saturated fashion niche. Fabletics, today, is considered to be the top “Athleisure” brand, which is loved by women from all walks of life. The company has kept its price affordable, which is the reason why it continues to grow as a brand. The target audience much appreciates its unique collection of sports and fitness gear and apparel.



Fabletics is a subsidiary of TechStyle Fashion Group, which is owned by Kate Hudson, Adam Goldenberg, and Don Ressler. The brand focused on following a subscription model that helped the first e-commerce company to gain a huge customer base in a relatively short period. Every month, Fabletics sends out an email to its VIP members, which consists of a collection of Athleisure products personalized as per their preference and lifestyle. It helps the customers to shop quickly without having to look through the vast collection. The company has kept the subscription model affordable and flexible for the customers, and any month the customers choose not to buy anything, they are not charged for that particular month. It makes it easier for the women to shop who have a busy and hectic lifestyle, which is the case with most working women these days.



The reverse showroom technique used by Fabletics has helped the company become one of the frontrunners in the fashion category. The company primarily focused on marketing its e-commerce portal and its unique collection marketed primarily through its brand ambassador, Kate Hudson. It helped Fabletics become a favorite among its target audience, and now with 18 stores that the firm has opened nationwide, Fabletics can penetrate the market further. The potential customers are getting an opportunity to check out its collections and understand its membership model firsthand with the help of its physical outlets opened at various strategic points.



Most of the women who have used Fabletics to buy Athleisure products and are its members have found that the way Fabletics personalize the shopping experience is outstanding. The customers of the company say that it helps them shop hassle free as well as affordable, which is what most women are looking for. Fabletics comes up with new designs and unique collection of Athleisure products each month, which makes it exciting for its customers.



Women who are not yet the members of Fabletics and are interested in subscribing should take their Lifestyle Quiz. It gives an insight into how the company personalizes the shopping experience for its members and makes shopping easy, fun and affordable.