Brendolyn Marie

Fabletics: Facing Off Against Amazon

As many companies have struggled to succeed against retailing behemoth Amazon, Fabletics has thrived. The subscription-based athleisure brand grew to a $250 million business in just three years.


There are a number of things that have helped Fabletics succeed. The brand is a bit aspirational and offers the convenience of membership. It does not content itself by defining itself with price and quality of its products but goes beyond that with an intense focus on the customer experience.


While other retailers have been closing, Fabletics has been adding more physical stores. This is part of its strategy of creating a re-imagined version of the “high-value brand.” Its membership model allows it to be hyper-focused on personalized service. For the brand, it is all about knowing the customer.


Several things set Fabletics’ physical stores apart from others. For instance, the brand encourages “reverse showrooming.” While other retailers suffering due to people browsing offline but buying online, Fabletics has flipped the script. When customers walk into Fabletics’ physical locations, they are often already members. Those who aren’t often become members while at the store. Fabletics’ adds each item that a customer tries on in the store to that customer’s online shopping cart.


Fabletics understands the importance of showing the right content both online and offline. It uses online local data to help determine what its physical stores will stock. This is determined by things such as social media sentiment and membership preferences for local members. It seeks to combine global fashion trends with individual user preference data.


Fabletics balances lifestyle, customer experience, and consumer education. This is combined with an authentic spokeswoman and strong in-house media and creative teams that use data science to make it relevant across 10 countries.


It has succeeded, because it understands the modern consumer. Fabletics combines a whole array of tools in order to create a perfect individualized experience.


In a shift from her role in “Almost Famous,” Kate Hudson is a partner in the brand. The founders immediately thought of her when they were launching Fabletics in 2013, because she embodies what the brand represents. She doesn’t take herself too seriously, and she leads an active lifestyle. She seems like she actually uses the products, which is different from many celebrity endorsements.


The brand has crafted itself for women across the spectrum. Which Fabletics’ gear is right for you? Find out by taking the Lifestyle Quiz.