Fabletics – Taking on Amazon

Athleisure. What is that, you ask? Well, it is comfy clothes for exercise and everyday life. Fabletics has grown into a $250 million business in three years with their athleisure line of clothing for women.

 

Fabletics sought to fill a void in the activewear market in 2013. The co-founders, Don Ressler and Adam Goldberg, worked with Kate Hudson to launch their line. They wanted high quality athletic gear, but at a price that was accessible to a large amount of people. Fabletics is setting themselves apart from their competitors by offering fantastic customer service and on-trend designs at half the price.

 

Today, all fashion brands compete with Amazon. Taking this into careful consideration for the “new” consumers of today is the trick to how Fabletics is plunging headfirst into competition with Amazon, who controls 20% of e-commerce. They have built a membership model that offers personalized service, great fashion, and a price half their competitors price.

 

Fabletics uses reverse show rooming. This simply means, customers do their research online and then head into the actual brick-and-mortar store to buy the product. The company wants to use the best of technology and the physical store to meet the needs of their customers. Customers can go into a store, try something on, and it also goes into their online shopping cart. It does not matter whether the customer is buying online, or in a store.

 

Kate Hudson has no background in business, but that has not stopped her. The co-founders sought Kate out as a partner because she is real. The way in which she leads her life represents the vision they had for Fabletics. She has a passion for supporting women to be active and live their best life.

 

Every month Kate has a favorite Fabletic pick. She talks about what she likes, and why she likes them. You can see Kate wearing her picks on the Fabletic website. She is involved in everything from social media strategy to designing the athleisure line of clothing.

 

How do you get your very own athleisure? Start by heading to www.fabletics.com, click on “get started” to take their pop quiz. At the end of the pop quiz, you will be able to claim your very own Fabletic leggings at a great price.

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