The online retail market is growing at an unbelievable pace, and many companies are competing to take the top spot. The market has become highly competitive and to win the majority market share where the giants such as Amazon are already active; it is not an easy task. However, Fabletics, which is a favorite “Athleisure” brand by Katie Hudson and Associates, has given Amazon a terrible time to hold on to its over 20 percent market share.
Fabletics has a unique subscription-based business model wherein the customers are required to pay a nominal fee for a monthly membership. In return for that, the customers are given a choice to pick and select from the new monthly collection showcased to member between 1st to 5th of each month. Member can choose from the updated monthly collection, in which case they would be charged the corresponding amount, or they can skip buying for that month, in which case the members won’t be charged anything.
Fabletics has a huge collection of fitness apparel for women, and the best part is that the pricing is kept affordable. The brand aims to inspire fitness and a healthy regime and believes that doing so in style only makes sense in the fashion conscious world we live in. There are new designs added every month, and each and every design is developed after carefully analyzing the latest market trend, with inspiration and guidance from Katie Hudson.
Fabletics started as a small start-up, but in just a short span of three years has emerged as one of the market leaders in its niche and currently does a business of over $250 million annually. The turnover is expected to increase rapidly in the years to come as the company is now focusing on opening physical stores as well across the country. There are already 17 stores placed strategically in important cities countrywide. It is the reverse showroom business and marketing technique that was earlier followed by major brands such as Apple and Warby Parker the Fabletics is inspired from.
Fabletics believes that opening the physical stores would help the brand penetrate the market further. And, since the company’s products are priced half of what its counterparts charge without compromising on the quality, style or fabric, there is no reason why the customers won’t be happy to buy what they see. The fashion conscious people are always on the lookout for something that suits their style and personality, and which is in trend. With Katie Hudson being the fashion and fitness diva that she is, and markets Fabletics actively, the fan following of the brand is huge and continues to grow.
The customers have provided rave reviews to Fabletics because it provides ease of shopping and convenience of doorstep delivery at a very nominal monthly fee. The VIP members get a discount on other products displayed at the site, and there are many other perks the members are offered. The customer service of the company is one of the company’s high points and has over 1,000 customer service executives to provide attentive and responsive service at all times.