Fabletics is an online subscription e-commerce fashion site created by actress Kate Hudson and the team at JustFab that includes Adam Goldenberg and Don Ressler. Fabletics is succeeding in an industry that has traditionally been dominated by Amazon. While Amazon controls a major chunk of the ecommerce fashion market, Fabletics is making its presence felt. Since its founding three years ago the company has done more than $250 million in business with its aspirational brand that combines convenience with high quality, stylish clothing and a rapidly growing membership.
The team at Fabletics has created its own high value brand metrics. Sales of the activewear the company offers through its subscription mechanic is bolstered by innovative last mile service, exclusive designs, brand recognition and an excellent customer experience specifically tailored for the modern consumer. And the company’s strategy and positioning is already paying big dividends. It has led to Fabletics opening physical stores throughout the United States with plans to open as many as 100 stores over the next 5 years. It’s enough to give Amazon pause.
Founded in 2013, Fabletics offers a athletic wear, dresses and swimsuits in a wide range of styles and sizes. The company increases membership through pop-up stores and uses online trends and analytics to stock local stores. And the strategy has worked. Fabletics has shown a consistent 35% a year increase over the past three years.
Membership is free and each month members receive new clothing from which to choose. The clothing choices is based on the members previously expressed preferences combined with the recommendations of the company’s fashion experts.
Fabletics offers personalized outfits based on the member’s workout and lifestyle preferences. The versatile clothing in the Fabletics line is perfect for work, play or a night out on the town. It’s designed to inspire people to be active and ‘Live Your Passion’ regardless of their fitness level. The clothing is very comfortable, looks great, can fit into any budget and makes people feel wonderful. That has helped the Fabletics brand to develop an international memberships that’s millions strong.
The company even does their physical stores differently. They encourage browsing online and “reverse showrooming” as ways to build relationships with consumers. To better understand the local markets Fabletics hosts events and activities. This results in the majority of people visiting the stores already being members or signing up immediately. The company also uses data collected online to stock local stores with the clothing options their members prefer and tweak them as styles and tastes change. This helps to increase customer satisfaction.
While adding new ranges and constantly doing subtle test the company is able to grow because of its accessibility and the culture it’s created. It’s a balance of consumer education, lifestyle and an incredible customer experience. Plus the team at Fabletics is data-aware, nimble, uses fast purchase options, smart distribution, and innovative membership programs. It’s a delicate balance of art and science designed to create the perfect customer experience online and in the stores.