Fabletics Aims to Bite on the Clothing Market Share of Amazon with their Unique Offering

Fabletics is a fitness clothing company that offers a unique membership offer to its customers that allow them to pick one outfit from their collection every month to wear. All of the VIP members of the company get their first outfit for $25 and also further discounts on many other products from their store. It means that the customers can purchase three to four outfits at affordable prices. Customers also have the liberty to skip a month or two, in case they do not want to buy anything for that particular month.


Fabletics is using a technique called the reverse showroom technique to increase their foothold in the market. The customers can get a preview of their entire collection online. But, they do not have to purchase them online necessarily. They can then visit the nearest store and then try on the outfits to know which one of perfect for them. Even though big companies like Amazon are doing away with a physical store, Fabletics is looking to change the way people shop. They understand that being in physical contact with their customers is important to create brand awareness.


Fabletics uses their website to update their data on personal choices and knows the demand for particular style. It also allows them to stock apparels at different stores across the country. They also use Omnicart to find out how their customers are responding to their new designs of clothes and what they would like to be changed. The company knows that even though the old retail model is seeing its ending, there is always demand for physical stores of brands that were started online and those who want to grow.


Using the Lifestyle Quiz on their company website, you can find out the best Fabletics gear that is right for you. By answering questions like the kind of workout you indulge in and the outfit style that you prefer, the company picks out some outfits for you to choose from.


Kate Hudson, the founder of Fabletics, wants to ensure that they offer dedicated customer service to their customers. She overlooks the functioning of the company and is determined to make her customers happy with each delivery that they send out to them. Kate is sure that through their high-quality of service and trendy apparels, they can quickly take over about 20% of the total apparel market of Amazon in a short period.