The Fabletics brand is one of the most famous in the world as it has become a fast-growing phenomenon with more than $230 million in revenue building up from its launch in 2015. In a bid to set out with a successful launch, Fabletics looked to develop a brand with its focus on the success of its major brand ambassador, Kate Hudson. Along with the simple to navigate lifestyle quiz the brand uses which should be completed by everybody looking to get the most out of their shopping experience with the brand, Fabletics has also looked to develop the business skills and marketing experience of its founding partner, Kate Hudson in a way allowing the brand to grow in the image of its partner.
Perhaps the major problem the people of the world face, when they are looking to purchase items Online, is the inability to try items on which is why many retailers using physical stores are complaining about the showrooming issues they face. Showrooming is the use of a physical store to find items to purchase before ordering from an Online company; reverse showrooming has become a major part of the Fabletics brand with its focus on creating a number of physical stores which are open throughout the year instead of following the trend for pop-up stores. The use of reverse showrooming as a positive is a part of the Fabletics experience which remains impressive and has added to the growing reputation of the brand in 2017 as the main rival to the Amazon brand.
Amazon remains the dominant force in the Online retail industry with a 20 percent share of the fashion sales made year after year. Fabletics was established with an eye on using the image of Kate Hudson as a major part of why the group has become such an aspirational company for many of its customers; maintaining competitive prices while offering a high-quality product has paid off for Fabletics in a positive way and allows them the chance to continue to dent the dominant nature of Amazon in fashion retailing. Giving customers the chance to link their Online membership to their purchases in physical locations is paying off as 25 percent of those who walk through the doors of a Fabletics store become members in the physical location and continue shopping Online.