How Fabletics is Making Huge Strides in the Amazon-dominated Fashion e-Commerce Market

Thriving in the competitive fashion world when Amazon is currently in charge of 20 percent of the e-commerce market is not a walk in the park. However, Kate Hudson of Fabletics is doing exactly that by building a $250 million e-commerce business within three years. In line with its mission of expanding its activewear movement, Fabletics utilizes subscription system to sell outfits to its clients.

How does Fabletics manage physical stores differently?

  1. Fabletics promotes “ reverse showrooming

Fabletics has succeeded in transforming browsing into a positive. Its current strategy enables it to establish meaningful relationships. It strives to understand the local markets better by orchestrating events and other entertaining events. Therefore, 30 to 50 percent of people that show up at the physical stores are already members and 25 percent subscribe as members in store.

  1. Creating a balance between physical and digital worlds

Fabletics knows that displaying the right content in both the physical and digital world is the best tactic for optimizing the client’s brand journey. Leveraging online data concerning fashion preferences indicate that brick-and-mortar stores will only shelve items, which have a high likelihood of appealing to the shoppers. The items in stock change according to shifts in trends and tastes. Fabletics stocks its stores depending on the numerous inputs, such as membership favorites for local members, store heat-mapping data, social media sentiment, and real-time sales activity. According to the senior VP in charge of Fabletics’ operations, Dustin Netral, Fabletics builds its brand by combining fashion preference with data on user preference to increase satisfaction.

  1. Concentration on accessibility, customers, and culture

Fabletics continues to face numerous challenges as it expands and venture into new territories comprised of new competitors. Luckily the balance of lifestyle, client education, and exceptional customer experience seems to be paying off. Entrepreneurs who are considering investing in the e-commerce market in 2017 must come up with plans for competing with Amazon. New Fashion brands such as Bonobos and Warby Parker are marking a territory in the market with enterprise technology, innovative products, and database.



Fabletics is a recognized online subscription retailer that focuses on selling sportswear and accessories designed to address the personal desires and fashion preferences of women. The firm has earned its reputation for its unique e-commerce business model. The company offers personalized outfits that are selected based on the lifestyle and fashion needs of members. Fabletics operates under TechStyle Fashion Group, formerly called JustFab. Kate Hudson joined hands with fashion entrepreneurs, Don Ressler and Adam Goldenberg, to launch Fabletics back in 2013.

Adam Milstein Uses Persistence to Break Resistance

He is a managing partner at Hagar Pacific Properties, a real estate investment and managing company with operations across the United Sates. Some of the properties under the company’s management include retail, office, multi-family business, and industrial buildings.

Being a managing partner of a company with a portfolio of over $2 billion is not a brow-combing task. Adam believes that the success of a company ought to be based on multi-approach technique.

If one approach fails, then another will take its place. This is what he terms as persistence. Markets are susceptible to rapid change. A flexibility of sorts is therefore required. As such, the Israeli-Born real estate investor is no subscriber to uni-formula approach. Learn more about more Adam Milstein:

Three years after graduating from Technion, Adam Milstein arrived in the United States in 1981 to pursue higher education. He went ahead to graduate with an MBA from the University of South California. He says he received a few offers, which he politely declined. He ventured into Real estate business in 1983. He later moved from being a successful broker to being real estate investor.

The former IDF man has many accolades including his patriotic services during the Yom Kippur War. He is untiring in this service. Adam and Gila Milstein Family Foundation is an opportunity he seized to educate young Jewish professionals living in the United States about their Jewish heritage.

The expectation is that these young professionals would continue to advocate for their homeland. Non-Jewish students who wish to understand facts and figures about Israel are also accepted into the program. This program caters the needs of more than 15,000 students.

Through the efforts of his organizations, Adam continues to forge closer ties between the Jewish people in the United States and the Jewish Homeland. He views the continued cooperation as a necessity rather than a luxury.

According to Aish, Adam Milstein is a person of many initiatives. He co-founded the Israeli-American Council and went on to become chairman. He is also affiliated with Israel on Campus Coalition among other fellowships.

Adam Milstein currently lives in Enchino, CA. With his companion, Gila, they are blessed with three children and the same number of awesome grandchildren.