Any company that wants to get into the e-commerce realm knows they have a tough competitor with Amazon. Currently controlling about 20% of the market, Amazon has found a system that works and others have to work to keep up. Fabletics is a new company, beginning in October of 2013, and took Amazon on with no fear.
Fabletics has been in business for just over three years. The company was started by co-CEOs Don Ressler and Adam Goldenberg. The idea for Fabletics was a simple one. Don Ressler and his wife often wear athletic clothing. They noticed that the clothes all looked the same and had no style. The good quality clothing was very expensive but still looked like all the rest. Mr. Ressler sought to change this. Kate Hudson was also brought in as the face of the company.
The mission behind Fabletics is to provide good quality clothing that is up to date with the current trends. These would be for sale at a reasonable price most people could afford. The clothes are meant to be inspiring and make people want to work out in them. This fit Kate Hudson completely. She loved the idea and the look of the clothes and got to work.
In the beginning, Fabletics was done entirely online. Everything for sale was showcased and sold from the online store. After the first purchase, customers were given the chance to become VIP members. Being a VIP came with a lot of perks. Customers were given free shipping, discounts on complete outfits, and personalized items just for them. There are even quizzes the can be taken to see what outfits fit you and your personality best.
With the online store and the VIP membership, Fabletics was able to get to know their customers well. They were also able to track where their customers were. This helped immensely when Fabletics decided to branch out in 2015 and open brick-and-mortar stores.
Fabletics is staying true to its online roots, but they are slowly opening more and more stores around the United States and the world. Each store is different and unique. Fabletics looks at the preferences of its local communities and the VIPs there. The store is then stocked based on those findings.
When Fabletics came onto the market, they did things their way. There online first, local stores second approach was backwards from most others, but Fabletics has seen huge success with this approach. There may be competition out there, but Fabletics is attacking it head on.