Fabletics Challenges Amazon for the Top Spot

Despite Amazon’s 20 percent control of the entire fashion e-commerce market, Fabletics has found a way to challenge the worldwide tyrant for the top spot. In just three years, Kate Hudson’s Fabletics has grown into a worldwide brand worth more than $250 million.

It has almost completely conquered the ‘activewear’ movement. Fabletics is now mentioned among companies like Lululemon. Unlike Lululemon, Fabletics uses a subscription-based platform. Fabletics was designed to offer customers aspirational brands that pushed the individual into trying something new. It combined that idea with convenience and membership to achieve its winning strategy.

So much more goes into creating a top brand these days. Before, having a quality product at a good price was all a company needed to be considered a high-value brand. But a recent shift in economic desires has changed the winning combination. Nowadays, consumers care a lot more about last-mile services, customer experience, brand recognition, and exclusive designs.

In order to meet the needs of this new generation of consumers, Fabletics has taken multiple steps to set itself apart from the rest. One of those steps is opening physical stores. Even though other e-commerce companies took this step before Fabletics, Fabletics is bringing an entirely different mindset to its physical stores.

The major difference is Fabletics’ “reverse showrooming.” Showrooming is the modern phenomenon where customers shop around offline and then buy the items they like somewhere else for much cheaper, like at Amazon. To combat this disastrous plague, reverse showrooming was introduced as a way for physical stores to get to know the local markets.

Fabletics wants to develop personal relationships with its members so that members feel like they can rely on Fabletics to have what they want. This strategy has been paying off big time. Fabletics is now seeing that between 30 and 50 percent of visitors that come into the physical stores are already members and an additional 25 percent of visitors will become members right there in the store. Fabletics members also have the luxury of having their online shopping cart automatically synced with their in-store shopping cart.

As a result of Fabletics’ popularity, there are thousands of reviews about the quality of the overall brand. One in-depth review discussed how shockingly realistic Fabletics is. Usually, big name brand companies aren’t exactly what they advertise to be, but Fabletics is not one of those companies.

The first thing new members will notice is how amazingly impressive the styles and quality of the products are. The quality is beyond expected for the prices advertised. Fabletics’ quality leggings actually rival those of Lululemon, and they’re more affordable for the average woman. The styles vary from simple solid colors up to cut-outs.

Fabletics is truly a top-of-the-line company for two reasons: fair prices and flexible membership fees. The prices of Fabletics products outmatch other companies beyond compare. And members only have to pay a monthly membership when they want to buy something.