Fabletics – Taking on Amazon

Fabletics is one biggest online retail companies that deal with sportswear. The company was founded by Kate Hudson, Adam Goldenberg and Don Ressler, back in the year 2013. In the few years that Fabletics has been in the sportswear industry, they have managed to sell over $250 worth of apparel. This is a figure that many companies in this industry might never get to. But, Fabletics has made it this far and here are some reasons for their success.


Fabletics might initially have been a females’ brand only. But even then they had a variety of active wear in stock. From gym clothes to yoga, running gear and swim suits, you will get it all at Fabletics. However, the company has diversified even further so as to reach a larger market. They now have active wear for men and kids.

The Founders

Fabletics was founded by professionals who have expansive knowledge in the online retail niche. Don Ressler and Adam Goldenberg have been working in this industry for more than a decade. The two friends have co-founded other successful companies like JustFab. JustFab was the first subscription-based retail store and was immediately a big hit. Having learnt what customers love, through JustFab, Fabletics is without a doubt bound to be a huge success.

Kate Hudson also contributes largely to the success of Fabletics. Being a best-selling celebrity is just a tip on the iceberg. She does most commercials, where she models different categories of sportswear. That way, she makes Fabletics clients gain confidence in the brand.

Customer Engagement

One of the major reasons why so many online retailers in this industry fail is because they do not invest in engaging their customers. Fabletics conducts online surveys to identify customers’ individual lifestyles to guide them in customizing products for them. In this way, customers are able to interact with Fabletics designers and stylists on a personal level. Kate Hudson also engages with Fabletics’ clients through her social media pages. Also, she keeps her followers in the know on what is trending at the store.

Physical Stores

Whether you prefer buying online or want to try your clothes at a local store before you can buy, Fabletics is the answer. They started as an online retailer solely. But they have since opened several physical stores across US. This has enabled Fabletics to acquire customers in both digital and the traditional world.

VIP Membership

It is true that so many online retail companies now offer membership programs, but not many companies do it like Fabletics. Whereas many companies just offer plain membership programs, Fabletics makes you want to be a members. There is everything to gain by being their VIP. You are treated as just that.

Members pay $49.95 every month. But this amount goes towards their shopping for the month. If you don’t want to buy anything in a certain month, you can simply choose to skip the month and nothing will be charged.

Fabletics Excels In Fashion By Virtue Of Using The Reverse Showroom System

In three years, Fabletics has grown into a $250 million business. It is a great accomplishment considering Amazon presently controls 20% of the e-commerce fashion market. Kate Hudson’s company has succeeded in fashion because of being part of the evolving activewear movement. It applies a subscription model to sell clothing to its clients through a powerful combination of aspirational brands, convenience, as well as membership.

Historically, high value brands have been defined by price as well as quality of the products. However, a change in economics has made the elements no longer adequate to guarantee competitiveness and success. Instead, things such as customer experience, last-mile service, exclusive design, and brand recognition are becoming more important as the new determiners of what can be regarded as high-value to the current consumer.

The company’s strategy of likening itself to Warby Parker and Apple is paying off. Additionally, Fabletics positioning strategy has contributed to its success. This year, the fashion membership brand will be launching additional physical stores. They will add to the existing sixteen stores that are operational in areas like California, Hawaii, Florida, and Illinois.

According to Gregg Throgmartin, the secret behind the accomplishment is that from the start, the company thinks it is creating a re-imagined and a modern version of a high value brand. Throgmartin is Fabletics’ general manager. He notes that the company’s membership model is what facilitates it to provide personalized service and on-trend fashion at a lower cost to its counterparts. He points out that it is much easier to please people when you know their tastes and preferences.

Noteworthy, Fabletics has been successful because of the different ways that it runs its physical stores. The key to this success is that the company encourages reverse showrooming. Fabletics has reversed shopping approach. Unlike competitors, Fabletics is not affected negatively by showrooming where individuals browse offline but end up purchasing items elsewhere. The company has made browsing to be a positive behavior among shoppers. This is because of the inimitable way it launched its operations. It did not go the pop-up store way. Its current strategy allows it to build relationships that can be relied upon. It also enables it to know the local markets better via events along with other activities. This way, 30-50 percent of the individuals that enter their physical stores are already members. Additionally, 25 percent become members in the store. While a customer is shopping and tries a different outfit, such information goes into the customer’s online shopping cart. It does not really matter whether a customer buys in store or online. To Fabletics, retail is another aspect of service.

About Fabletics

Fabletics is a leading activewear brand. The retailer operates through an online subscription platform. Additionally, Fabletics has several physical stores. The brand offers its members personalized clothing selected for them based on their fashion preferences and lifestyle. Kate Hudson, Don Ressler, and Adam Goldenberg formed Fabletics in 2013. Members form the core of the brand’s business. Fabletics prioritizes their gratification.