The fashion e-commerce market is quite competitive with Amazon controlling 20 percent stake in the market. However, Fabletics has defied all odds to generate over 250 million in three years from this market. This success is attributed to the company’s simple and convenient subscription mechanism for selling athletic wear to clients. The income is also as a result of Fabletics’ last mile service, brand recognition, and exclusive design. These strategies have proved to be productive in companies like Apple and Warby Parker.


Fabletics will be setting up more retail stores to add to the existing ones based in California, Florida, Illinois, and Hawaii. The fashion e-commerce brand has stood out as a high-value brand since it began its operations. The brand’s general manager, Gregg Throgmartin, attributes its growth to its personalized membership model. This model enables clients to purchase trendy athletic-wear products at low prices as compared to Fabletics’ competitors. Below are the three ways in which Fabletics manages its physical stores.

  1. Focus on Culture, Accessibility, and People

As Fabletics moves into new markets, it strives to achieve a balance of customer experience, consumer education, and lifestyle. As a subsidiary of TechStyle Fashion Group, Fabletics’ growth is also as a result of its initiatives to have quality products at an affordable price. According to Shawn Gold, TechStyle’s corporate market officer, Fabletics records a yearly growth rate of 35 percent.

  1. The “Reverse Showrooming” Technique

Fabletics applied a creative flair to the common “showrooming” technique that its counterparts use. The brand is concerned about being relied on, building long-lasting relationships, and getting to learn about local fashion markets. Through regular activities and events, the brand has managed to register about 30 to 50 percent of people who visit their pop-up stores as members.

  1. Showcasing the Right Content

Fabletics is concerned about maintaining its reputation by showcasing the right content on its digital platform and physical stores. The company’s physical stores usually stock athletic-wear products that suit the current tastes and preferences of people. Data on people’s tastes and preferences are sourced from online surveys. The stocks are also determined by social media sentiment, real-time sales activity, and membership preferences of its members.

Kate Hudson and Fabletics

Kate Hudson, a talented actress, has been instrumental in promoting Fabletics’ products to women both online and offline. She has been using her social networking profiles to post pictures of herself in the trendy athletic-wear products. Since TechStyle’s founders, Don Ressler and Adam Goldenberg, recruited her, Hudson has truly represented the interests of Fabletics. She participates in the brand’s design processes to ensure that the clothing styles are trendy and fresh.