Fabletics taking on Amazon

Understanding what your target market needs is exactly what has made Fabletics to be taking up 20% of the Amazon online sales. Studying what ladies needed in terms of what to use when they are exercising is what has seen Fabletics collection beat those that had already been in the market. The growth rate that the company has experienced since its launch in 2013 has been tremendous. In just three years they have been able to earn a profit of $250 million. It was founded in partnership with the owners of TechStyle Fashion Group. Adam Goldenberg and Don Ressler had an idea to start a leisure suit brand for women that loved to work out. When they were thinking of ways to start and establish this brand, no brand offered the same products. It is from this niche in the market that they approached Kate Hudson. She was to partner with them to get the best products for women that loved their bodies.


In their recent partnership with celebrities like Demi Lovato has seen the company’s revenue increased by 35%. During the launch of another cloth line of the same products at Beverly Hills. Demi Lovato expressed her joy to be working with Fabletics. She explains that her reason for accepting to expand the brand was that, Fabletics is an inspiration for the women. Fabletics started as a small athleisure wear brand, but through online marketing, they have been able to take the American market by storm. The products that this brand is personalized for their customers. In that, they encourage their customers to fill in a quiz about their physical fitness procedure. The use of reversed showroom has also worked handily in making the company grow. Whenever a client clicks to check on their product, their data is keyed in their chart. It is from this data that they can get the exact product for their customers.


When the brand started, there were a lot of negative forces working to pull it down. Some celebrities criticized it saying that the membership that Fabletics offered was a scam. Kate took charge and responded to the critics by saying that the business was legitimate and ready to serve the needs of all the Americans that love to exercise. Kate Hudson is an iconic actress, and a mother, her passion for exercise is what motivated her to start a fashion line on athleisure. Many that sell this product do not use them. However, she is an exception as she can be seen wearing this suits in the morning whenever she goes jogging in the morning. Kate herself has already set the pace for us; we should be encouraged to go forth and purchase this athleisure from their online store.