Fabletics Takes on Amazon in the Online Fashion Retail Industry

Fabletics is a company that has come up with quality wear for ladies. The clothing items include fashion pieces such as sportswear, activewear, bras, and hoodies. Kate Hudson founded the brand in the year 2013. The goal of the company has been to establish itself as a leading provider of fashion clothing online. Fabletics sells its items at discounted and affordable prices. It has also been referred to as an all-inclusive product. That means that every lady can find any clothing of their body size. Fabletics has had to face big competitors in the fashion industry. However, it has devised creative methods that enable it to beat competitors. The company has considered educating customers and knowing customer preferences to create a winning brand.

 

Fabletics is a retail store that is available in both online and offline retail stores. The online platform is simple and easy to use. Anyone interested can sign up at the company’s website and start enjoying discounts. Signing up for the membership is a simple process because one has only to fill an online survey. The survey allows the company to know your preferences, body size, and tastes in fashion. The firm has an additional VIP membership option. One gets clothing items at discounted rates shipped every month.

 

Fabletics is a clothing brand that has created fashion pieces that inspire the active lifestyle. The brand has gained recognition for its competitive price. To inspire its customers further, Fabletics recently came up with a forum where people share their passions. Fabletics is not another online retailer. It is a fashion brand that seeks to make the best of its customers. The creative steps undertaken by the company has made it a highly successful brand in the e-commerce industry.

 

When Fabletics was starting, it had to compete with giants in the retail industry. One giant that proved to be a real competitor was Amazon. Amazon controls about 20 percent of the current retail industry. The firm has seen it impossible for new retailers to get into the industry. However, Fabletics got into the industry with a bang and made huge sales. Kate Hudson’s brand is currently worth $250 million. It is critical to note that the company has achieved that success in a short period of three years. The trick is that Fabletics provides fashion items that motivate consumers. The firm has also created a powerful tool that enhances customer experience.

 

Fabletics started out as an online company. The company operated their website differently. While other companies focused on a showrooming business strategy, Fabletics built a reverse showrooming. The entire subscription program by the company enhances a reverse showroom business. People that subscribe to the company purchase items at discounted prices. The result is that customers have come from other business areas to purchase from Fabletics. Fabletics has become highly successful and is planning to open brick and mortar stores. The firm currently has sixteen operational physical stores. It expects about 100 stores in the coming five years.