Tactics that Fabletics is using to Take Over Amazon

Today, more people have turned to physical exercise. For some, it is simply to shed off so pounds and look good, but for others it is all about keeping fit. Whatever the reason, one thing is constant- the right exercise gear. It is no wonder that so many sports apparel companies have popped up in the recent past. But, among all these companies, it is Fabletics that takes the show.


Fabletics, like the name states, is a company that deals with fab apparel for women. The company was founded four years ago by the industry’s gurus Don Ressler and Adam Goldenberg and one of the best-selling celebrities, Kate Hudson. By the year 2016, the company had reported revenues exceeding $250 million. Given that the company had been in existence for only three short years and that this industry is flooded due to the low barriers to entry, we can conclude that Fabletics is doing wonders. These figures eve pose a threat to the industry’s mogul, Amazon, and here is why.


Reverse showrooming is probably one of the biggest reasons for the success of Fabletics. While other companies are struggling from acting as showrooms only for customers to purchase from cheaper stores, Fabletics has found a way of reversing this. This is by offering quality products and great customer service. Therefore, even when their customers fail to buy from their offline stores, their online store is usually among their top options.


The founders of the company also contribute a big deal to the success of Fabletics. Adam Goldenberg and Don Ressler are known to be excellent at starting and growing fashion companies, through genius strategies. The duo founded Intelligent Beauty and currently owns Fab Kids and Shoe Dazzle, which are also doing quite well. Kate Hudson is also a great image for the company. She sells Fabletics products naturally. With Fabletics’ products being so stylish, it is not so hard to imagine Kate Hudson wearing them for her daily exercise routine.


Another key factor that has contributed to the success of Fabletics is the ability to leverage the power of crowd. Fabletics sure know how to do this through customer reviews. With thousands of reviews on the company, available online, it is without a doubt a big win for the company. Besides, customers nowadays often search for opinions of other customers before they can make a purchase.