The fashion portal such as Amazon and others might have to reconsider and revisit their marketing strategy after the entry of a relatively young brand Fabletics. Fabletics started as a fashion ‘Athleisure’ brand to cater to the masses in 2013, and just over three years, the company is doing the business of over $250 million. One of the co-founders of the company is Katie Hudson, who is not only known for her achievements in Hollywood but is also a fitness role model for many. Her association with the brand has driven much of the success Fabletics to enjoy today. Amazon, which currently holds over 20 percent market share in the online fashion market is facing a tough time keeping a grip on the market as the customers continue to sway away to newer brands, and Fabletics has played a huge role in driving that momentum.
As a leader in the ‘Athleisure’ apparels for women, Fabletics has followed a very simple policy that many other successful brands have followed earlier, such as Warby Parker and Apple. The company has developed a very easy to understand and follow subscription model that suits the pocket of the masses, without compromising on the quality of the products. And, this is probably one of the reasons why Fabletics has penetrated the market so rapidly in such a short time frame. The company follows the reverse showroom technique that has further assisted the company to gain a strong foothold in the market.
The VIP members of the company gain a preferential treatment and preview to their latest collection as well as monthly shipment of athleisure products at a highly discounted price. The products that the members choose are shipped out to the members, and for any month that the members do not want to shop, the members are not charged a penny. It is a very flexible membership model that ensures that members of diverse background, irrespective of their budget, can afford it. The company is customer centric and has over 1,000 customer support executives and the administration, fashion and designer department of the business has 400 employees. The size of the workforce itself signifies the growth the company has witnessed since its inception, and as per the latest reports, the membership base continues to grow continuously.
Fabletics has received some rave reviews, many of which can be found online. As per the reviews of the existing members, the company offers innovative designs, high-quality products, and solid value for money. The customer service as per many does have a scope of improvement, but for the rest, most of the members have recommended Fabletics products to their friends, family, and colleagues. For people who are fitness conscious and have an affinity towards athleisure apparels, Fabletics offers value for money and variety of choices, month after month.