Amazon now controls approximately twenty percent of the apparel industry. Traditional brick and mortar stores are struggling, with online stores getting their sales because they sell them cheaper. Growing and making an impact in the apparel industry is getting more and more difficult. Fabletics is managing to break both stigmas by creating both a successful online and physical store business. Fabletics began just a few short years ago and they have managed to grow into a large, multi-million dollar business with a loyal customer base. When Fabletics started, there were only expensive, high-end workout apparel or inexpensive but terrible quality clothing available to consumers. Fabletics wanted to fill that hole in the workout industry. With the help of actress, Kate Hudson, they started a workout apparel line that was stylish, trendy, and made from quality materials, but offered at a price that consumers could afford. They hit the nail on the head, and the company has had enormous growth in the highly competitive fashion industry.
A big part of their growth and success is because the clothing they offer rivals the quality of those at the high-end, expensive brands, but at a fraction of the cost. Making quality workout clothing affordable not only brings customers back for more but makes them feel like they are an intelligent, smart shopper by saving money. Their clothes are durable, keeping their shape and compression after many cleanings, which is important in clothing you exercise in. Their clothes also don’t fade, looking new for months to come. The clothing is made from high quality, soft, and comfortable material that you won’t want to take off.
Fabletics main business is their online membership subscription service. You start with a discounted outfit, and then for a low monthly fee, will receive an outfit each month. To help tailor their site and offerings to your lifestyle and exercising preferences, you take a quiz to help determine what apparel items will fit your personality best. Then you can choose from the customized outfits or pick your own. It makes shopping simple and easy, which is important in our busy lives. No one has time to search all day for that perfect, trendy, stylish, and comfortable workout outfit. Fabletics makes it easy to find the perfect outfit you’ll love. Plus, with their physical stores, when you try an item on, it gets added it your online shopping cart, so you can buy it then, or think about it and buy it online later.