How Fabletics Has Become Successful In The Fashion E-commerce Market

Fabletics is popularly known as at leisure. Fabletics is an online subscription retailer that is involved in the sale of sportswear and accessories for women. Fabletics provides customized outfits that are chosen based on the fashion and lifestyle preferences of the customers. Fabletics is a subsidiary of TechStyle Fashion Group. It was formerly known as JustFab. Fabletics was founded in July 2013 by Kate Hudson, Don Ressler, and Adam Goldenberg. It was launched officially in October 2013. Fabletics launched FL2 in June 2015. FL2 is an activewear line for men. This was in conjunction with Kate Hudson’s brother known as Oliver Hudson. Fabletics has also widened its inventory and now sells swimsuits and dresses. Forbes says that Fabletics has been able to raise its Avenue by 35 percent every year. Fabletics had a valuation of $250 million within its first three years of business. Part of this success is attributed to the advertising tactics of the company. This includes the use of footage that was shot by Kate Hudson using her phone and targeting Lululemon who is their competitor. Fabletics uses pop-up stores to increase membership. The company stocks items based on the analysis they get from their online trends.


One of the reasons for Fabletics’ success is the membership program. This is where customers register to become members of the company. They fill a survey that entails their lifestyle and workout preferences. This enables the company to offer their customers personalized outfits and accessories. A stylist selects customized outfits for all customers basing on their preferences at the beginning of every month. Fabletics has grown in the fashion e-commerce business over the years and is said to be taking on Amazon. Amazon controls 20 percent of the fashion e-commerce market currently, but Fabletics is currently giving them a run for their money. Fabletics has been able to study the market and understands that people are attracted to aspirational brands. They have taken this into consideration and coupled it with the membership subscription. This has enabled them to win the hearts of their customers. The fact that the clients get customized outfits is what makes Fabletics stand out.


Gregg Throgmarting is the general manager for Fabletics. He says that they attribute their online success to the personalized service that they offer with on-trend fashion at half price of what their competitors are selling. Fabletics reverse showrooming strategy is also another reason for their success. Fabletics has reversed the strategy of showrooming where customers browse offline and then get to purchase items elsewhere at lower prices. The company has been able to turn browsing into a positive thing. The reverse showrooming has enabled Fabletics to create relations, be trusted, and also popularize itself with the local market through events and other activities. The majority of customers who visit the physical stores of Fabletics are already members through the membership program. This puts them in a better position to enjoy the benefits that come with being a member of Fabletics. Fabletics believe that it is important to have good customer relationships.

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