Fabletics Taking Over The E-Commerce Fashion Market

Fabletics is an American online retailer that makes sportswear, accessories and footwear. They offer a subscription based membership for their customers and can personalize outfits for you. Simply take the Lifestyle Quiz via the website, and you will receive suggestions on which athletic wear is right for you. Fabletics offers a wide range of clothing sizes and has recently introduced a line of children clothing. In 2015 they added a men’s active wear line and in 2016, dresses and bathing suits. The company was founded in 2013 by Don Ressler, Adam Goldenberg and actress Kate Hudson.


According to Forbes, Fabletics increases its revenue by 40% per year. In the first three years of business the company was worth over $250 million. They have become extremely successful with marketing on Facebook. In 2015, Fabletics opened up their first retail stores inside popular shopping malls. Just last year, there were 100 Fabletics stores opened worldwide. You can find stores in Florida, Maryland, New Jersey, Minnesota, Nevada, North Carolina and Colorado just to name a few. A Fabletics membership is free and you will receive emails each month showing you new outfit suggestions. You have until the 5th of each month to decide if you would like to purchase the outfits or, you can skip the month entirely.


Kate Hudson was named the ambassador for Fashion Targets Breast Cancer. Fabletics created a pink capsule collection to support awareness. Recently, Fabletics partnered with singer Demi Lovato to support the United Nations Foundation’s Girl Up campaign. In the fashion world, it is hard to compete with Amazon giant who controls 25% of the online fashion market. Fabletics has made it easy and convenient to shop for high fashion athletic wear you can’t find anywhere else. In the past, something was considered high value based on the quality and price of the goods. This train of thought can no longer keep businesses competitive. It is more important to have brand recognition, stellar customer service and clothes that have modern designs. A large part of their success is due to “reverse showrooming.” Showrooms allow buyers to go into a physical store and browse for goods in person. Since Fabletics started solely online, they were able to build solid relationships with people through their customer service. Now that they have their own pop-up stores, many who enter them are already members. If you walk into a Fabletics store and try something on, it will magically show up on your online shopping cart.

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