Fabletics Taking Over “Athleisure” Space Even After Tough Competition From Amazon

Fabletics is an “Athleisure” brand that took over the fashion retail market by storm as soon as it launched in 2013. The company has been growing and revenue since its inception and today have a workforce of 1,400 employees, with 1,000 of them dedicated to the customer service. At present, Fabletics, a subsidiary of StyleTech Fashion Group, does an annual business of over $250 million, a figure which is expected to grow exponentially in the years to come. Fabletics entered the fashion retail market, where giants like Amazon already enjoys a market share of more than 20 percent, but irrespective of the competition, it managed to stay, sustain and grow.


Fabletics is Co-founded and co-owned by Don Ressler, Adam Goldenberg, and Kate Hudson. One of the factors that worked well for the company is the popularity of Kate Hudson, who is an inspiration for many women as a fitness diva. As Fabletics is an “Athleisure” brand, the fame of Kate Hudson helped trigger the constant flow of members to its subscription model. And, thanks to the concept of Fabletics as a brand that aims to offer high value to its customers without costing a fortune, the growth momentum continued sustainably. Fabletics has been growing at a staggering pace of close to 35 percent each year, even after heavy competition from the other leading retail giants, including Amazon. Shawn Gold, the Corporate Marketing Officer at TechStyle Fashion Group, says that the reason why Fabletics has been able to continue to keep pace is that it offers quality products and great designs at an affordable price point in a market where buying branded merchandise and clothing is associated with spending a fortune.


Fabletics also used reverse showroom technique to its advantage, which helped the company to reach out to a wider market and expand its customer base. Through the reverse showroom method, the company aimed at achieving considerable success with online branding and marketing before opening physical outlets. Fabletics has a total of 18 stores spread through California, Illinois, Florida, and Hawaii, which are the booming fashion markets. Here the company has opened at strategic points to help with its outreach and make the potential customers understand its subscription model, which is one of the major contributors to its success.


Once the company is established and well-reviewed online, it becomes easier to convert the customers when they enter its physical outlets. And, this strategy is working well for Fabletics, which has been able to convert around 30 percent of the potential customers visiting the store into VIP members. In the subscription model, Fabletics provides a personalized shopping experience to the end users by understanding their lifestyle, preferences, and fashion choices. Fabletics believe that it becomes easier to make customers a loyal patron when you offer customers exactly what they are looking for at the price point that’s affordable, and subscription model achieves that precisely.


If you are looking to become a VIP member of Fabletics, don’t forget to take their Lifestyle Quiz that would show you how the company personalizes the shopping experience for its customers.

One thought on “Fabletics Taking Over “Athleisure” Space Even After Tough Competition From Amazon”

  1. In the soul of so many that have taken fashion as a thing that they are fan of, Fabletics would actually be an imprint. Looking at college essay writing services you can find various surveys like the businesses that have gone through various competitions and have made it. My supply of materials was really helpful so I thin it is more of a lifestyle now for fan of fabletics.

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