Fabletics Takes A Major Market Share Of The Online Fashion Industry

The Online fashion membership brand Fabletics has been seizing an ever growing share of the market from its main rival Amazon over the course of its three year life. Fabletics has grown its reputation by taking a more upmarket, inspirational approach to creating a successful Online business that makes the membership program feel like a more individual plan available to just a chosen few; building the brand has meant keeping the prices low for customers and offering those who choose to join the VIP program a number of special offers and deals to keep them returning each and every month for a new workout outfit.

 

Another area of the growth of Fabletics that has taken it in a new direction when compared to other major Online retailers, such as Amazon, in so much as the Kate Hudson backed brand is seizing on the opportunity to reverse the common issue of showrooming that has caused brick and mortar retailers major issues. Reverse showrooming has become a major part of the marketing options taken up by Fabletics as they are one of the few retailers to move from a solely Online sales based platform to opening new physical store locations.

 

This is not to say the Online sales options of Fabletics have not proven a major success for the company, reviews speak positively of the ease with which the Website of the company can be navigated; a popular feature of joining the Fabletics membership family appears to be the ability to pause membership at any point during a month when a member may feel they do not need any of the designs offered. Online reviews also reveal the approach taken by Fabletics is not a single one size fits all option towards providing the latest workout attire; instead individual choices are made for each member following the completion of surveys that allow clothing to be chosen by a curator for each member’s individual workout and style choices.

 

Reverse showrooming has taken Fabletics on a new direction over the course of its three years in operation, but the aspiration to achieve a similar lifestyle to that offered by the company through its links to Kate Hudson also play a key role in its growth. Positioning itself as the active clothing version of companies like Apple has allowed Fabletics to achieve a value estimated at around $250 million by the close of 2016 as the active and healthy lifestyle promoted by the brand has become more important than ever before to members across the U.S.

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