In 2013, the founders of the TechStyle retail group, Adam Goldenberg, and Don Ressler revealed their latest project which was hoped would make at least a dent in the dominance of the Amazon Online retailing group. The launch of Fabletics included news of actress Kate Hudson listed as a founding partner of the brand which set out to make a major dent in the dominant nature of Amazon as the leader in the Online fashion retailing sector. Fabletics set out to create a new way of informing Online members about new products by using complex algorithms linked to a simple to complete lifestyle quiz; after answering just a few simple questions about the exercise interests and needs of a potential customer a series of products are recommended as those which could be a good choice for the customer to buy.
The executives of Fabletics believe the use of the lifestyle quiz has made their job far easier as they can ensure the products needed for their members to always have what they wish to buy in stock and available. Making sure customers are always given a range of options is constantly on the minds of the executives at Fabletics who are hoping to build a brand seen as the main rival to Amazon.
Building the Amazon brand has come with a focus on showrooming for many customers as they visit traditional Main Street retailers to try on clothing before returning home to order Online using a computer or mobile device. Fabletics understands showrooming and has turned this often controversial shopping technique to its advantage with a focus on building a chain of physical locations where members can shop for products they may not see in their monthly list of recommended items. Making purchases in a Fabletics store can be linked into a members subscription or products can be added to those delivered each month from this brand which has grown to have completed sales of at least $250 million by the end of 2017.
Much has been made of the aspirational aspects of the Fabletics brand but much of this success should be placed at the feet of actress Kate Hudson who has become the main ambassador for the brand. Hudson is often seen wearing the products of Fabletics as she lives her everyday lifestyle posting images of her active life to her social media accounts.