How Fabletics is emerging as a Major Competitor of Amazon.

Kate Hudson is a well-recognized actress and entrepreneur. She is a co-founder of Fabletics, which was started in 2013 as an online store. It offers comfortable and trendy activewear that can be worn for sports or as just casual wear. The top notch activewear that is provided by the firm motivates the clients to be more active and confident since they feel fashionable. The enterprise offers new products every month, and they include tops, bottoms, water bottles, gym bags, arm warmers, caps, socks, hair bands, hair ties, gloves, and many other accessories.


Amazon is a top e-commerce website that controls about 20 percent of the online fashion market. Fabletics has, however, become a major competitor that offers active wear, and it has a growth rate of about 35 percent. It has risen to a worth of over $250 million in three years. The company is becoming more popular, and it plans to establish about 12 more physical stores at the start of 2017. The shops will be based in Florida, Illinois, California, and Hawaii, and they will supplement its 16 existing stores. The success of Fabletics has been facilitated by the outstanding membership that the clients are offered. Customers also receive more customized services at a lower price than that of the competitors.


Fabletics has been devoted to developing excellent relationships with the clients by using membership preferences, events, and other engaging undertakings. These activities have assisted it to gain more customers. The company offers a 60-second quiz to the clients whereby its stylists give suggestions based on an individual’s fashion preferences, lifestyle, customer experience, and social media. Fabletics has managed to be successful since it uses a tactic that they call “reverse showrooming.” The company invites clients to buy commodities from them by enabling them to subscribe as members. Most of the customers who visit the e-commerce website purchase its products. Fablectics also understands its clients in a closer manner.


Customers who sign up as members of Fabletics inform the company on the size and style of the clothes that they would need. They are sent their first two-piece outfits that are valued at $49.95, but are required to pay $10. During the rest of the time that they are members, they receive new fashionable clothes that are suggested to them by experienced stylists. Individuals then pay $49.95, which is half the price of the clothes that they are offered. The customers can also decide to cancel their membership at no cost, and their credit cards will not be charged any money. The company offers its VIP members free shipping, free gear, and free returns for all commodities that are over $49.95.


The stores that Fabletics has established across the country have products that suit the different preferences of the clients. The firm also changes the activewear that it offers depending on the latest fashion and trends. Members who purchase products from the store are offered discounts. About 30 to 50 percent of the people who shop at Fabletic’s shops are members.