Since the establishment of Fabletics, the firm has displayed a remarkable performance in the fashion e-commerce industry. They have adopted a unique approach to fashion e-commerce which has set them apart from their competitors. Fabletics has thrived under the smothering conditions with Amazon controlling over 20 percent of the fashion e-commerce sector. This company was founded by JustFab Co-CEOs and the renowned actor and fashion icon Kate Hudson. Fabletics has been able to grow a business of over $250 million dollars’ worth in a short span of three years under very challenging conditions. They have adopted a subscription mechanism in selling their active wear clothes to clients across the globe. Fabletics is a brand that is remarkably inspirational and is complemented by the convenience and excellence of their customer relationships.
One of the major contributors to the unmatched success of Fabletics is their ability to utilize reverse showrooming. Reverse showrooming is a factor that has significantly suffocated a lot of fashion e-commerce companies, but not Fabletics. Their subscription membership service is remarkably convenient and integrated to the clients’ shopping. Fabletics has used reverse showrooming to get rid of the difference between online and physical shopping. Consumers who purchase their clothes in brick and mortar outlets have their transactions reflected in their online shopping cart. Due to this strategy, about 25% of Fabletics clients have joined membership at a physical store, while 30-50 percent of customers in the stores are already members through online subscription.
Fabletics has used strategies that have likened them to companies like Warby Parker and Apple. This is an approach that has proved essential for the fashion e-commerce service providers. Fabletics aims to open about 100 more brick and mortar outlets in the next 3-5 years. This will be an addition to the existing 16 stores located in prime locations such as Hawaii, Florida, Illinois, and California. One of the factors behind the success of Fabletics is the fact that they have built a brand which is modern, innovative and high-value right from day one.
Fabletics has been able to ride on the turbulent waves in the fashion e-commerce sector to their current leading position in the industry. They have turned reverse showrooming into their advantage making sure that there is no difference between shopping done online or at a brick and mortar outlet. They have successfully integrated their subscription service, helping them to utilize reverse showrooming as marketing strategy instead of it being a limitation.
Fabletics was founded in 2013; this was after Kate Hudson and her partners realized a gap in the athletic wear sector. The company was looking to offer unmatched quality and stylish clothing at an accessible price point. Just a year after their establishment, Fabletics expanded its services to Europe, providing services to clients in the UK, France, and Germany. That same year they made their way into the Canadian market. By 2015, Fabletics was shipping orders worth over 1 million. Later they expanded their services to Australia and Spain. Later in 2015 Fabletics launched their FL2 men’s line and expanded to Netherlands.