Fabletics –Giving Tough Competition to Retail Giants Such as Amazon in Fitness Apparel Niche

Fabletics is one of the top most brands in the world of “Athleisure” clothing line and is a subsidiary company of TechStyle Fashion Group. The company is just three years old having started in the year 2013, but in this short period, the company is doing the business of well over $250 million annually. It is a tough feat to achieve considering the apparel market is saturated with many online retail companies including Amazon which has over 20 percent market share. Fabletics is owned by Katie Hudson, who is a famous Hollywood celebrity and fitness role model for millions of her fan not only in the United States, but across the globe. Thanks to the famous product line and a unique designer collection Fabletics offer, the company has been giving tough run for money to its competitor, including Amazon.

 

One of the primary reasons why Fabletics has been able to gather the momentum it enjoys today is because of the mass appeal of its products and the personalized services its VIP members get. The membership fees are kept nominal so that the people don’t feel a pinch in their pocket. The members get an e-mail with new designs and collections the first week of each month. The members can choose to go ahead and buy what they see in the mail or can decide to skip. If the customers opt to skip, they aren’t charged anything on their credit card. It is a very convenient way of shopping for the members who regularly like to update their wardrobe without actually having to go through the hassle of selecting and buying from various brands and stores, online and offline.

 

The reverse showroom model that the Fabletics follow is a time-tested formula that has worked for many other brands, such as Apple and Warby Parker. In this model, the business already builds a subscriber base and once it has a target audience ready to absorb what the company offers it further penetrates the market by opening physical outlets. It ensures that the firm can establish itself in the field as a front runner and gives the competition a tough time. The company has millions of VIP members already, and it continues to add new members in hundreds and thousands each day.

 

I have personally been the VIP member of Fabletics for a few months now and can say that it offers some of the best fitness apparels at a very low cost. The convenience of shopping for the VIP members is tremendously helpful and makes it a very easy option to add to the existing wardrobe. The company has over 1,000 customer service executives ensuring customers get high-quality customer services at all times. There are more than 400 backend employees who work in different departments of the company, including designing, administration, management, and more. As per reports, Fabletics has many other plans in the pipeline to provide better and innovative products and services to the customers, and it certainly has gotten me excited.