Fabletics: How an Athletic Apparel Enterprise Is the Company to Watch In 2017 For the past few decades, making significant breakthrough in Fashion against a reputable company such as Amazon was unfathomable to say the least. However, Fabletics has emerged a rising force to reckon with in the athletic apparel industry that is predominantly controlled by several companies with Amazon commanding a 20% stake in the e-commerce market. Fabletics is widely associated with Kate Hudson whose A-list has significantly worked in the company’s favor. Unlike its competitors, Fabletics has pursued different strategies by relying on a subscription mechanism to appeal to consumers’ tastes. Unknown to most people, Fabletics’ motto is quite simple. Develop brands that instill inspiration and push customers to incorporate convenience and leisure which is undoubtedly a powerful combination. Over time, leading …show more content…
Secret behind Fabletics’ Unprecedented Success According to Gregg Throgmartin, Fabletics’ General Manager, the company adopted a modern and ultra-inclusive version of high value brands since its inception. In essence, Fabletics allows customers to personalize services at affordable prices compared to their competitors. According to them, it’s much easier providing to the tailored needs of customers which ultimately translates to significant income. Adoption of the Reverse Showrooming Technique Unlike its competitors, Fabletics has turned browsing into a positive experience by building solid partnerships with their customers. Rather than focusing on pop-up stores, Fabletics has relied on capitalizing on the 30-50% of customers courtesy of the presence of the online shopping cart. Appreciating the Role Played By Online