Fabletics Utilizing New Marketing Tactics to Take on Amazon

When actress Kate Hudson and the company JustFab collaborated to develop a women’s online sportswear design in 2013, many assumed it wouldn’t amount to much.


Instead, in just a few short years, the Fabletics brand has grown by leaps and bounds and may now even be ready to take on even e-commerce giant Amazon when it comes to fitness apparel.


What began as a new apparel design in the field “athleisure” has eventually morphed into a business worth over $250 million and features 18 brick-and-mortar stores around the United States.


Founded in Oct. 1, 2013, the Fabletics brand quickly caught on as an online subscription retailer in women’s sportswear. The company showcased fashionable sporting outfits for women that could also be worn for everyday use, allowing women in fitness to avoid changing during trips to the gym or the aerobics room. In the process, the materials used are environmentally-supported and are economically cheaper.


Consumers can subscribe at a monthly rate and receive a monthly package from the company as well as the separate ones they choose to buy. It is possible to skip a month if a client doesn’t like that month’s clothing package.


In 2015, men’s fitness clothing was introduced by Fabletics, further expanding their reach in the industry. By March 2016, swimsuits and dresses were being added to the company’s clothing inventory.


Those who are interested in Fabletics and are curious about which gear specifically fits them should take the site’s lifestyle quiz to find out.


Hudson herself remains actively involved in the brand as the Fabletics site regularly lists her favorite attire picks. She wants the brand to remain “all-inclusive” in that the attire brand is accessible to everyone. The reasonable pricing plan as well as the different amount of sizes available certainly suggest that.


A reason why Fabletics has continued to fare well deals with the quick adjustment the company has made in connecting its online presence with its actual stores. Fabletics is known for using reverse showrooming as a way to draw in customers. Its online site allows prospective customers to view the many different products. Often, customers see something online they like and then go to the actual showroom itself to complete the purchase. Along the way, a few even sign up for Fabletics’ online VIP membership, making them a steady and consistent client for months at a time.


Because of all this success, Fabletics is making inroads against even Amazon which controls about 20 percent of the industry through its e-commerce service. At the rate Fabletics is growing, that could change in the near future.

How to Start an Online Business

Do you want to start a business this year? If you do, there are a lot of great role models for you to look up to. Fabletics is a small company that has done a lot of good work over the years. During that time, they have started to invest in the technology that they use in products to make their clothing better than the competition. Fabletics is also a company that is taking market share away from Amazon. With the growth of Amazon over the years, this is a great accomplishment in itself. If you are ready to start thinking about ways to add value to your business, you need to figure out what your customers want. A lot of people struggle in this area and are just trying to get ahead in life.




From the time the company was started, the leaders of Fabletics knew that they had something special. In a short period of time, Fabletics was a company that was starting to take away business from other clothing companies in this space. Many people are excited about the new and exciting things that are coming out of this area. Not only that, but this is a company that is investing into its people as well. There are a lot of people who work for the company, and many of them have been there for a while. This is a great way to see how well a company treats employees. Not only that, but this is a company that wants to invest in the lives of people who live in the local area. Fabletics is known to have invested both time and money into community service projects to help others.


Future Growth


In the coming years, many people except the company to continue on its current growth trend. Not only that, but Fabletics is a company that many people are excited about due to its product innovation. If you are ready to start investing in your own business, you need to have the capital to do so. A lot of people in business are not great at managing the cash flow of their own business. In this case, start to look for ways that you can invest the cash back into your company to lower the cost of goods. When you scale up your business, it should become less expensive to operate and to produce goods. Over time, this will increase your total profit within the business and make things more profitable for you overall. This is the formula that Fabletics has used during its time in business and it seems to be working.