Fabletics – Taking on Amazon

Currently, Amazon controls 20% of e-commerce market for fashion. Thus, the feat by Fabletics of growing to $250 million in three years is no mean feat. Fabletics by Kate Hudson is a part of the ‘active wear’ movement that has caught on in recent years. The brand utilizes a subscription model of business to sell clothes to its customers. The combination of quality fashion pieces and subscription has been a powerful winning formula.

In the past, high-quality fashion pieces have usually been defined by high prices. However, this model does not appear to work in the current economic environment. A number of other things have to come into play if high-end brands want to succeed. For instance, gamification, exclusive design, brand recognition, the last –mile service and customer experience play a crucial role in guaranteeing sales.

Thus far, Fabletics’ strategy appears to be doing quite well. The company is also evolving its strategy with physical stores. It currently operates sixteen stores in Illinois, Hawaii, California, and Florida. The general manager claims its secret to success has been offering personalized services and lower costs compared to the competition.

How Fabletics are Revolutionizing Physical Stores

The company uses a technique called reverse showrooms. It does not matter to them whether a client makes a purchase or not. For instance, if a customer tries on an item in the physical store, it is added to their online cart. The result is that there is no difference between the physical store and the online store. The company focuses on relationship building with its online stores. The result is that 25% of all people who walk into their store end up becoming members.

Additionally, the company usually stocks up their local stores using data they gather online. The result is that members in a location will find items in the physical store to which they already have a huge affinity. The company uses various data sources including social media sentiments to determine which products their customers want. The strategy has proven quite successful thus far.

Another way through which Fabletics is growing its brand is by focusing on people and culture. It employs a team of experienced experts who are able to appeal to the new generation of shoppers who demand quality and great prices. The company is one of the greatest success stories because of the wise use of data science.

About Fabletics

It is a company created in 2013 with the aim of closing the price gap in the sports activewear industry. The founders wanted to create a brand that would allow them to reach out to the growing number of activewear enthusiasts that wanted to save money too. The company uses a very simple strategy. New customers can choose to shop or sign up for membership. There are so many perks to signing up that most people usually end up doing it. Each month, members are presented with new releases from Fabletics that are personalized to their unique tastes. The company also requests new members to take a short quiz. It is designed to ensure that they get outfits that are best suited to their unique tastes.

Fabletics Emerges with 2016 Spring and Summer Styles


Kate Hudson is presenting a very cool line of work out clothes that many women are going to embrace. Fabletics is a clothing line that has been around a while, but the opening of 100 stores in the last five years is going to make a lot more people take notice of that brand.

This Fabletics brand is one that has grown because there is always something new and exciting for the spring and summer months. This is the busiest time for Fabletics because this is when most people choose to exercise.

Many people may skip the fall and winter months as they hibernate from the cold weather, but people are definitely going to work out more in the summer months. For Kate, working out was a thing she did often in the summer months. She was always in search of something to exercise in, and you she got tired of buying uncomfortable clothing that was not sufficient for the workout routine.The end result of her frustration would be the beginning of Kate’s picks for the Fabletics brand.

For 2016 there are certainly a lot of interesting garments on the scene for this brand. There are some solid colors and pattern yoga pants that are getting a lot of buzz on social media site. Women are also checking out the new activewear line that Kate Hudson has put into motion. There’s also lots of talk about the new spring line of Fabletics on The Clothes Maiden as well. This is another avenue that present some bold choices for this brand of athletic gear.

It is another jam packed year for Hutson as she does her best to push this company into the place that she wants it to go. The collaboration with Just Fab and FL2 has given Hudson the ability to really maximize her potential in the clothing industry.

The Fabletics brand is among the best that the gym wear industry has to offer. This is the type of company that has managed to lure a large crowd because there are so many different selections available.

With all of the new stores Kate is proving that she has a business that will stand the test of time. This brand has grown immensely over time, but that appears to just be the beginning for the Fabletics brand. This is the ideal brand for those that are planning to exercise in style.