Fabletics Able to Compete with Amazon

Amazon is currently the leader in the online fashion market, holding 20% of the market. Kate Hudson’s Fabletics has found the magic formula to help her company grow 250 million in just three years.


Fabletics is an active wear subscription based service. They want to sell simple, convenient and fashionable active wear to members on the go. They have found a way to keep the success going. The price and quality of goods are no longer the combination that means success for any brand. Customer service, brand recognition and game elements are just some of the elements to help a brand succeed. The brand is paying off because of their strategy, they are able to start opening brick stores. Currently, the company has 16 stores in Hawaii, Florida, Illinois, and California. They hope to be added to them soon.


Greg Throgmartin, General Manager, credits their company’s success to the ever-changing brand model. Personalized service and trendy fashion at a low cost allows them to stay on the right path. He says it is easier to help people be happy when you know what the customers want. Their physical stores will help take their membership service to the next level.


Fabletics will use a different model to help them stay successful with their physical stores. Usually, people browse online then go to the store to shop. With Fabletics, customers will browse online and some will be able to go into stores. About 30-50% of those who walk through the doors will already know what they want. This model allows for the brand to build relationships with old customers. New customers will likely see trends they like since the store will be stocked with what the local members are browsing.


Stores will be stocked based on data from multiple sources. Of course, they will use local members browsing history, social media, and other available sources.Their growth is based on the easy accessibility of their product, the people behind the product, and its culture. Kate Hudson is an authentic spokesperson. All these elements combined have helped them to stay ahead of the game and competitive with even Amazon.

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