Since Kate Hudson’s Fabletics launch three years ago the brand has grown by leaps and bounds into a $250 million dollar company. Fabletics has used a subscription based membership in its battle against the market leading Amazon, who controls 20% of the online fashion market. Fabletics provides their customers with a unique mix of high quality, fashionable, durable, activewear that is sold at a reasonable price. In order to compliment Fabletics online presence and grow the brand, they have been opening physical stores across the United States with 16 so far and plenty more planned in the next few years.
Gregg Throgmartin, The General Manager of Fabletics, credits their membership model to the company’s success. He said this model allows them to offer their customers a personalized service, and cutting-edge fashion that is sold at half the price of Fabletic’s competitors. He also gave an insight into three ways that Fabletics is separating itself from the competition.
Fabletics is looking at their brick and mortar stores in a different light than most other retailers. Most retailers are losing tons of business as customers look for products in a physical store but go online to buy it for less elsewhere, otherwise known as showrooming. Fabletics has turned this on its head by encouraging members to reverse showroom where customers, 30-50% of whom are already Fabletics members and another 25% join while in the store, can try on clothing which is then automatically added to their online carts.
Fabletics uses the online data it has established about members in order to stock its physical stores. As time goes on what it stocked is changed and tweaked in order to keep up with fashion trends and members tastes. The third way that Fabletics competes is their focus on growth through accessibility, culture, and people. This focus is paying off as Fabletics growth rate has been 35% year over year.
There have been many positive reviews of Fabletics. The online review site Trustpilot has Fabletics earning 4 out of 5 stars with comments saying things like how user-friendly the site is, having great products, and praising the high quality. A Foodie Stays Fit reviewed Fabletics and her conclusion was that she really likes the way the clothes fit and look. Another review is at The Krazy Coupon Lady where she says that the styles available rival that of Lululemon matched with Target prices.