Fabletics Challenges Amazon For Online Fashion Industry Dominance

Amazon is a e-commerce fashion industry behemoth. But Kate Hudson and the upstart Fabletics line is giving them a run for their money. The aspirational activewear company used the subscription model to bring in over $250 million in just 3 years. Fabletics combines convenience, quality, price, exclusive design and last-mile services. All things modern consumers value. Plus they are opening physical stores worldwide to expand the personalized service they offer. Fabletics uses “reverse showrooming”, online data and consumer education and satisfaction.

 

Fabletics has made showrooming a strength. People browse their products and purchase them online or in the stores. They build relationships with their subscribers and offer the clothing customers want in the stores or via direct delivery. Half the people shopping at the stores are members and another 25% become members while there. Fabletics also provides the right content so consumers enjoy the shopping experience by basing the fashions they offer on the global fashion trends members want. The company’s growth and evolution is based serving its customers’ lifestyle needs, fashion preferences and the use of data science. Adding fast purchase options and distribution as well as innovative membership programs also helps.

 

Founded in 2013 by Adam Goldenberg, Don Ressler and Kate Hudson, Fabletics initially offered athletic wear and has since expended its offering to include dresses, swimwear and more. Millions of consumers worldwide love the brand and its revenues have grown by 35% a year. It’s free to join and members pay a monthly fee. People complete a survey listing their fashion preferences upon joining. Each month new personalized outfits are offered. The member can refuse the outfits and receive a credit they can use towards other purchases.

 

With the success of their online subscription model, Fabletics began opening brick and mortar stores throughout the U.S. in 2015. The company plans to build as many as 100 worldwide in the next few years. And the company continues to grow by leaps and bounds. As a way to celebrate women of all sizes, Fabletics recently began offering its stylish, versatile, comfortable clothing in the widest range of sizes imaginable. Anyone can join Fabletics. The company now has over 6 million members in Europe, Asia, Australia and the Americas. To see if Fabletics is right for you, take their new Lifestyle Quiz. This will give you access to the Fabletics gear so you can decide which pieces you prefer.