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Fabletics is a leading online fashion retailer. It focuses on women sports and leisurewear, popularly referred to as athleisure. The brand runs under the umbrella of TechStyle Fashion Group, formerly JustFab. It was established in 2013 and has risen rapidly to beat veteran e-commerce fashion stores such as Amazon. It is a joint venture between the TechStyle Fashion Group co-founders Adam Goldenberg and Don Ressler, and Kate Hudson, the actress.



Fabletics is known for aggressive and innovative marketing and sales strategies. The brand uses a membership model to sell its products. The brand appreciates quality and price are not enough to compete in an evolving economy. Consumers are increasingly looking for value in exclusive design and technology, brand success and customer care. The brand operates online portals where users can log in and create profiles.



This information plugs into a network of more than sixteen physical stores. Fabletics utilizes data analytics to influence consumer trends. The service is subscription based. Members get periodic fashion suggestions based on their style and preferences. The brand delivers customized items that people already want. This level of service delivery is achieving tremendous success.



The reverse showroom technique is one of the disruptive ways the brand is using to grow. When you step into a physical store, the system recognizes you and connects to your online profile. Items you check out and try on populate your profile information. Customers can later login and purchase the items online. Stores evaluate their customer’s preferences and stock up on the items their clients are most likely to buy.



Fabletics fuses global fashion trends with individual consumer preferences. This enhances the level of brand satisfaction. The brand is dedicated to understanding the new type of consumer and their culture. It delivers unique shopping experiences through a convenient membership model, quick buying options, and smart distribution. These strategies have successfully differentiated the brand from its competitors in the e-commerce space.



The brand is also expanding its product portfolio. It introduced a men’s line in 2015. In 2016, it added dresses and swimsuits to the inventory. Kate Hudson is using her networks and acting prowess to promote the brand. She recently collaborated with Demi Lovato, an American singer and actress. They launched a collection in her name. Demi Lovato is excited about the brand strategy and value.


The brand is working hard to bring out the best in all women regardless of size, age or shape. She has a hands-on approach and is proud to wear items from the brand. To be part of his amazing shopping experience, head on to their website and get started with a quick lifestyle quiz. This enables them to deliver customized picks for your leisure and sports activities.