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.

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