Fashion Writer

Fabletics Takes on Internet Giant Amazon and Wins

Amazon is the world’s biggest online retailer. This online business establishment is like the Wal Mart of the World Wide Web. It sells almost any product imaginable and it sells it a lower price than the competition. The thing that makes Amazon so successful is the fact that it has thousands of retailers that help to push products. Amazon also sells items in bulk which means it can lower prices than most online retailers. By all standards, Amazon can eliminate most of its competition through lower prices, bulk selling items and by connecting buyers with multiple sellers.


Fabletics is an athleisure wear company. This business sells athletic clothing and gear primarily for women. However, it does have a great line of athleisure wear for men. Athleisure wear is simply clothing that is designed for workouts, training and exercise; but it can also be worn in casual settings. In some cases, people have been known to work out at the gym and then go out in the same outfit on a date. That is how stylish and durable this clothing is.


The Fabletics brand was brought into the market in 2013. This enterprise has brick and mortar locations within select U.S. cities. However, it is an online retailer and it processes all of it sales through this portal. Actress Kate Hudson is a partner and spokesperson for Fabletics. Her presence has helped the company to excel in multiple number of ways. She is a talented actress (Almost Famous) who has an amazing body and sex appeal. She is the perfect person to promote the Fabletics brand to the world.


Adam Goldenberg and Don Resseler are the two other founders of this organization. They both realized that they must take on Amazon if they were going to survive as an online clothing company. One way they figured out how to reduce the impact of Amazon’s online presence is by creating a process known as reverse showrooming.


What is reverse showrooming? Well, this is a process that allows people to try on athleisure gear while they are in the store. After people make their selections, their clothing choices are placed into an online cart and their clothing choices are recorded for future use. Customers do not have to buy their selection right away.


If at any time in the future they want to come back and make a purchase; the gear they already selected will be waiting on them. This process has worked for Fabletic customers and they keep coming back for more. Fabletics even uses a Lifestyle Quiz which helps consumers to figure out the type of gear that would best fit their lifestyle. Fabletics knows exactly how to take on Amazon and win.

Fabletics Capitalizing on the Power of the Crowd

Fabletics is an athleisure brand firm that was co-founded by TechStyle Fashion founders Adam Goldenberg and Don Ressler in the year 2013. Fabletics was established at a time when there was a gap in the female active wear industry for gears that were stylish, had good functionality and affordable. The two friends being entrepreneurs came up with the idea that would see the combination of aesthetics and functionality, and that’s how Fabletics was born. Pushing the idea into the market was the other thing they needed to figure out. They thought of bringing another partner on board who will be the brand ambassador of the brand, and fortunately, they settled on Kate Hudson. Kate was a perfect choice to them because she was a popular figure with a very active lifestyle and she is very approachable hence will be the best person to market the product and be the face of Fabletics.

Fabletics owing to the experience Adam Goldenberg had in TechStyle Fashion knew the power of technology in marketing. Today’s customer is informed because information is readily available on the online platform. Technology has made the world a global village and has revolutionized marketing in the business world. Consumer purchases are nowadays greatly determined by the power of the crowd. Organizations that have realized the power of crowdsourced reviews are shifting their marketing strategies to review centric, and Fabletics is one of them.

Fabletics is just four years old as it was launched in 2013. Despite the fact that Fabletics is still new in the Fashion industry market it has grown by over 200% and has 235 million dollars in revenue and more than one million paying members. But the question is how comes within a very short time Fabletics has been able to grow so fast beating rival fashion companies that have been in the industry for decades? The answer according to TechStyle Fashion Group Corporate Marketing Officer Shawn Gold is that the brand success is as a result of embracing the user reviews or the crowd.

The modern-day customer when he wants to purchase a certain product, he/she first go online and look at what the other consumer are saying about that particular products. The more positive reviews a product has, the more the chance that the consumer will purchase that product and vice versa. What customer reviews can do is that they can increase the acquisition of a product, improve customer loyalty and customer retention.

Fabletics has realized fast enough the power of reviews and as a result, incorporates user reviews into policies and product offerings. Besides, Fabletics actively engage their customers online by collecting, managing and responding to thousands of customer reviews. Fabletics used the user reviews to capture new customers and refine its products. Crowdsourcing has helped Fabletics athleisure brand to be more transparent, and customer focused. Through the reviews, Fabletics has been able to improve on their products by listening to their customer and know what they want. If a client has a quiz on their products or is looking for a customized activewear, then you can reach Fabletics through their website.

Future Fashion Trends As Analyzed By Chris Burch

Technology and fashion tend to grow together according to one Mr. Chris Burch. Comparing the past to the present, designers are now inventing fashion based on technological advancement. One such designer is Anouk Wipprecht, a well renowned Dutch fashion designer. She believes in marrying fashion with technology. She wowed the fashion industry by creating an avant-garde design. Her practical designs include the Pseudomorphs, the DareDroid, the self-painting dress as well as a drink-making dress. What an amazing designer!



Other fashion designers are advancing fashion using technology by creating protective gear for human beings. The latest example is the Airbag for Cyclists. Designed by Terese Alstin and Anna Haupt, this apparel is worn around the neck. And just like in a car, the airbag pops out in the case of an impact during an accident. Other than protecting the wearer, the airbag gives unobstructed view unlike when wearing a helmet. Another similar invention by Kevin Cannon and Ashwin Rajan is the Frontline Gloves. These allow simple use of hand signaling which is ideal for firefighters at a rescue scene.



With technology, designers are now using recycled material in their inventions. From recycled radiator copper, a huge gown was created by Emma Whiteside. SegraSegra also designed t-shirts and jackets from recycled inner bicycle tubes.



Talk of unique ideas, a shoe that recharges a phone while running or walking is under development by Soledad Martin. It’s clear that the future holds great designs for the fashion industry. Especially because such ideas quickly get accepted and adopted by the public after a few fashion shows.



About Christopher Burch


Chris Burch is the CEO and founder of Burch Creative Capital. He has gained over 40 years’ experience as an entrepreneur and an investor. He has been a part of the rise of over 50 companies. Chris is a well-renowned innovator who seeks to grab opportunities at first sight. As a result, his brand is well placed in the investment market.



Burch Creative Capital encompasses several brands such as Ellen DeGeneres’ ED, Nihiwatu, Cocoon9, as well as Poppin and TRADEMARK. In his capacity, Chris has established brands such as Jawbone, Faena Hotel + Universe, and Voss Water.



Currently, the company is embarking on product diversification by developing several consumer and lifestyle products brands. These include apparel and home, hospitality, organic foods, retail, furnishings, and technology industries, such as Brad’s Raw Foods, BaubleBar, Soludos, Little Duck Organics, Blink Health, and Chubbies.