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Fabletics Is Taking On Amazon

February 22, 2017 by Posted in: Fashion News

Fabletics is an activewear clothing company. Last year, Forbes did an article on the company that talked about how the company is taking on Amazon, which controls a chunk of the e-commerce fashion market. Here’s a recap of the article and what kind of reviews are out there about Fabletics.


Fabletic’s strategy involves offering memberships and opening more physical stores in the near future. The Forbes’ article noted that the company currently has sixteen stores that are open in states such as California, Hawaii, Florida and Illinois.


The general manager, Gregg Throgmartin, of Fabletics said the secret is building a different version of high-value brand from the very first day. He said their membership model allows them to offer on-trend fashion and personalized service at a competitive price. He added that it’s easier to make customers happy when companies know who those customers are and what they want.


One of the ways Fabletics is taking on Amazon is by encouraging what’s known as reverse showrooming. This involves building relationships and getting to know the local markets via local events and other activities. The result is up to 50% of people who go to a Fabletics physical store are already members of the Fabletics.


The company also uses online local data, which helps it figure out what items it should stock. Membership preferences, store heat-mapping data and social media sentiment is some of the data the company looks at when deciding what items should be sold in its stores.



There are many positive reviews about Fabletics, with one being on the website The Krazy Coupon Lady. The review mentioned how Fabletics sells trendy athletic apparel and that the first purchase was heavily discounted. The review said Fabletics rivals companies such as Lululemon.


There are also positive reviews on TrustPilot, with some users saying they love the fashions at Fabletics and one user said she was happy with the leggings she bought.


A Foodie Stays Fit reviewed Fabletices and said they were impressed with the styles and you get a lot of value for your money. However, the review did say they were not a huge fan of the website because of shipping times and item availability.


It seems there are a lot of people who love Fabletics. Feel free to visit their website and become a member.

One thought on “Fabletics Is Taking On Amazon

  1. Danna Blake Post author

    Looking at their active wear, Fabletics knew from the very first day that they have a major challenge with Amazon and are head bend on conquering. Even as there are good meditation techniques for one to practice with and be successful. I believe Amazon would be on their feet now with Fabletics trying to take over their 20% fashion market. With the continues possitive reviews about Fabletics, one would continue to see them as an alternative to Amazon.

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