The world of fashion is dominated by Amazon which has control of 20% of the market. An up and coming company that is successfully taking on Amazon is Fabletics, a subsidiary of TechStyle Fashion Group. The idea of Fabletics was dreamed up by Kat Hudson who practically lives in activewear clothing. While she loves the clothing she couldn’t believe how expensive good, fashionable activewear was. She came up with the idea of a company that would offer good quality, fashionable activewear that was affordably priced. Under her leadership and the team at TechStyle Group, the company grew to a $250 million business in just its first three years.
One of the ways that Fabletics differentiates itself from competitors is through its use of reverse showrooming. Showrooming is the term used when someone visits a retail store to see a product but then buys it for less online somewhere else, a practice that retailers hate. At Fabletics retail stores they encourage people to shop in the store or buy it online, even putting clothing customers try on automatically into their online shopping cart. This has been very successful for the company and encourages customers to return again and again.
Another way that Fabletics is different is that they truly get to know their members. When a person first makes a purchase they fill out a Lifestyle Quiz which finds out exactly what types of fashion the customer likes. The result of taking the quiz is that members receive clothe offerings that match up to what they’re going to like, saving lots of time researching and comparing different clothes.
The Krazy Coupon Lady is a blog operated by two women who made a name for themselves making coupons easily available to people. They scour the internet and other resources to find the best deals around to present to their readers. In 2016 they reviewed the clothing at Fabletics and decided to review the clothing available as a service to their readers.
The outfits that the two women at Krazy Coupon Lady ordered cost them only $25 each. Their opinion was that the price was quite good for the prices they paid. They found the clothing to be quite fashionable and termed one of the pieces of clothing, a switch back tee, as comfortable and a cool shirt. The said that the Lima Capri and the Vassa Sports Bra’s they go were also very solid for the price.