Fabletics Venture into the Fashion e-Commerce Market

Amazon is currently in control of 20% of the e-commerce market in the fashion world. This has made it difficult for other companies to succeed in the business. However, Fabletics has been able to succeed in the market and has grown into a $250 million business over the past three years. Fabletics is an online retailer business in the United States. It specializes in selling women’s footwear, sportswear, and accessories. The company just like Amazon uses the e-commerce business approach. It was founded in 2013 by Kate Hudson, Adam Goldenberg, and Don Ressler. The company also has a men activewear line known as FL2 that was launched in 2015. The clothing firm has its headquarters in El Segundo, California.


Apart from using the e-commerce platform, Fabletics also uses a subscription method to sell clothing. In the past, the price and quality of good and services were the main aspects used in defining high-value brands. With the change in economic patterns, the combination is not applicable anymore. In place, factors like customer experience, exclusive design, brand recognition, gamification elements and last-mile services are now determining high-value brands for customers.


Fabletics membership model is as profitable as that of Apple and Warby Parker. The active-wear company will be expanding its operations and opening new stores in the future. It currently has only sixteen physical stores situated in Florida, California, Hawaii, and Illinois. The company success is owed to the fact that it developed a new modern form of high-value brand. Their membership comes in handy when providing personalized services and trending fashion to their customers at a price that is half of what their competitors charge.


Fabletics operates its physical stores in a manner that is completely different from that of their competitors. It uses the reverse showrooming method. The reverse method has enabled the company to build relationships with customers. The physical stores focus more on the people and their culture.


Kate Hudson is an American actress. She had a passion for active wear and turned it into an income generating enterprise. The actress became involved in the business from day one. Apart from being the co-founder of the clothing firm, Hudson also appears in the advertising of the brand’s women wear. Moreover, she also takes part in designing the sportswear and footwear. Kate Hudson also reformed the customer care department at the company to facilitate easy communication with customers. Kate has been committed to ensuring their customers have been served properly.

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