Fabletics Business Model: A Comprehensive Review

Fabletics, the successful activewear brand, has made waves in the retail industry with its remarkable growth and innovative business model. Launched in 2013, Fabletics has quickly emerged as a direct competitor to industry giants like Amazon by offering affordable quality activewear. With a revenue of $250 million in just three years and a consistent year-over-year growth rate of 25%, Fabletics has undoubtedly cracked the code to success.

So, what sets Fabletics apart? In this comprehensive review, we will delve into the key elements of Fabletics’ business model, success strategies, revenue model, subscription model, growth tactics, marketing approach, customer acquisition strategies, brand positioning, and competitive analysis.

Key Takeaways:

  • Fabletics has achieved remarkable growth with its innovative business model and effective marketing strategies.
  • The brand operates under a paid VIP membership program, ensuring a steady client base and valuable customer data.
  • Continuous market research helps Fabletics meet customer needs and develop tailored products and marketing campaigns.
  • An omnichannel customer experience enhances loyalty and retention by seamlessly integrating online and offline shopping.
  • Data-driven visual merchandising techniques enhance the customer experience and reduce return rates.

Lesson 1: Subscription

Fabletics’ success can be attributed to its effective subscription model, which offers customers exclusive benefits and drives brand loyalty.

Under the Fabletics VIP membership program, customers pay $49.95 per month in exchange for access to personalized offers, discounts, and other perks.

By implementing a subscription model, Fabletics ensures a consistent and recurring revenue stream, allowing the brand to invest in product development, marketing, and customer experience enhancements.

Furthermore, the subscription model creates a sense of exclusivity, making customers more likely to prioritize Fabletics’ offerings and less likely to switch to competitors.

Through the subscription model, Fabletics also collects valuable customer data and preferences, enabling the brand to tailor its products, marketing campaigns, and inventory to better meet the needs and desires of its target audience.

Overall, Fabletics’ subscription model has proven to be a strategic approach that fosters customer loyalty, drives revenue growth, and facilitates continuous customer engagement.

Personalized Offers and DiscountsExclusive access to customized deals and promotionsIncreases customer satisfaction and incentivizes repeat purchases
Recurring RevenueSteady and predictable income streamEnables investment in product development and marketing
Customer Data CollectionGathers valuable insights on customer preferences and behaviorSupports targeted marketing campaigns and product customization
ExclusivityMakes customers more likely to prioritize Fabletics over competitorsBuilds brand loyalty and reduces customer churn

Lesson 2: Ongoing Market Research

Fabletics understands the critical role of continuous market research in order to stay ahead and meet the ever-changing needs of its customers. Through annual market research studies, Fabletics gains valuable insights into the preferences and expectations of its target audience. This data-driven approach allows Fabletics to develop products and marketing campaigns that resonate with its customers and ultimately improve customer satisfaction.

By consistently monitoring market trends and consumer behavior, Fabletics can identify emerging patterns and adapt its strategies accordingly. This commitment to ongoing market research ensures that Fabletics remains relevant in an industry characterized by rapid changes in fashion and fitness trends.

Fabletics’ market research efforts extend beyond just understanding the broader market landscape. The brand also focuses on exploring individual customer needs, preferences, and pain points through qualitative research methods, such as surveys and focus groups. This comprehensive understanding of its target audience allows Fabletics to create tailored experiences that speak directly to its customers’ desires.

Through ongoing market research, Fabletics continually refines its product offerings, ensuring that they align with the evolving demands of its customer base. By staying attuned to customer needs and desires, Fabletics can enhance its competitive advantage and maintain its position as a leader in the activewear industry.

Benefits of Ongoing Market Research for FableticsImpact on Business
1. Customer InsightsBy gaining a deep understanding of customer needs and preferences, Fabletics can develop products and marketing campaigns that resonate with its target audience, leading to increased customer loyalty and satisfaction.
2. Competitive AnalysisOngoing market research enables Fabletics to stay informed about industry trends and competitor strategies, helping the brand identify unique opportunities and differentiate itself in the activewear market.
3. Product InnovationBy tracking market trends and analyzing customer feedback, Fabletics can identify gaps in the current product offerings and develop innovative solutions to meet customer demands, driving growth and brand reputation.
4. Customer SatisfactionBy aligning its products and services with customer needs, Fabletics can enhance the overall customer experience, leading to increased customer satisfaction, positive word-of-mouth, and repeat business.

Lesson 3: Omnichannel Customer Experience

In today’s digital age, providing a seamless customer experience across multiple channels is crucial for businesses to thrive. Fabletics understands this well and has developed an effective omnichannel strategy, ensuring that customers can effortlessly transition between online and offline touchpoints.

Connecting In-Store and Online Accounts

Fabletics allows customers to connect their in-store and online accounts, creating a unified shopping experience. This integration offers convenience, as customers can access their order history, track shipments, and manage their subscriptions from a single account. Additionally, it enables Fabletics to gather valuable data on customer preferences, enabling personalized recommendations and offers.

Mobile Shopping and Research

With the widespread use of smartphones, Fabletics recognizes the importance of mobile shopping in meeting customer needs. The brand offers a user-friendly mobile app, making it easy for customers to browse and purchase products on the go. Moreover, the app serves as a research tool, allowing customers to explore Fabletics’ product range, read reviews, and find nearby store locations for a seamless omnichannel experience.

Integrated Customer Touchpoints

Fabletics ensures that its customers have a consistent experience across all touchpoints, both online and offline. Whether customers are shopping in-store, browsing the website, or interacting on social media, Fabletics maintains a cohesive brand identity and messaging. This integration enhances customer loyalty and engagement, as customers feel connected to the brand at every interaction.

By adopting an omnichannel customer experience strategy, Fabletics creates a seamless shopping journey for its customers. The integration of in-store and online accounts, mobile shopping options, and cohesive brand messaging across touchpoints contribute to a higher lifetime value for Fabletics’ customers and fosters loyalty and retention.

Lesson 4: Data-Driven Visual Merchandising

In today’s digital age, visual merchandising plays a vital role in attracting and engaging customers. Fabletics understands the importance of providing a personalized and visually appealing shopping experience to its customers. By utilizing data-driven techniques, Fabletics enhances the customer journey and ensures that each individual finds the perfect activewear that suits their needs and preferences.

Through the use of advanced machine learning algorithms, Fabletics analyzes vast amounts of customer data, including previous purchases and browsing behavior. This data is then utilized to serve relevant product images and recommendations tailored to each customer’s unique style and interests. By personalizing the online shopping experience, Fabletics increases customer satisfaction and encourages repeat purchases.

One of the key aspects of Fabletics’ data-driven visual merchandising strategy is the inclusion of models of different body sizes. By featuring a diverse range of models, Fabletics promotes inclusivity and helps customers visualize how the apparel will look on their own bodies. This approach creates a more realistic and relatable shopping experience, leading to increased customer confidence and a higher likelihood of making a purchase.

Furthermore, Fabletics closely monitors customer feedback and tracks the response to new styles. By analyzing customer reviews, ratings, and comments, Fabletics gains valuable insights into the preferences and tastes of its customer base. This feedback-driven approach allows Fabletics to make informed decisions about product offerings and adjustments, resulting in a lower return rate compared to the industry average.

Overall, Fabletics’ data-driven visual merchandising techniques enable the brand to deliver a highly personalized and engaging shopping experience. By leveraging customer data and feedback, Fabletics continues to refine its product offerings and recommendations, ensuring that each customer finds the perfect activewear that reflects their style and meets their performance needs.

Data-Driven Visual Merchandising BenefitsData-Driven Visual Merchandising Challenges
  • Personalized recommendations based on customer preferences
  • Increased customer satisfaction and brand loyalty
  • Improved conversion rates and sales
  • Reduced return rates
  • Ensuring data privacy and security
  • Implementing data analytics infrastructure
  • Keeping up with evolving customer preferences
  • Balancing personalization with broader market trends

By leveraging data-driven visual merchandising strategies, Fabletics continues to set itself apart in the activewear industry. Through personalized recommendations, inclusivity, and customer feedback analysis, Fabletics creates a seamless and engaging shopping experience that keeps customers coming back for more.

Lesson 5: Brick-and-Mortar Stores

Fabletics understands the importance of an omnichannel approach and has successfully integrated online and in-store purchases to enhance the overall customer experience. Unlike traditional retailers whose physical stores often serve as mere showrooms, Fabletics strategically designs its brick-and-mortar stores to drive direct sales.

One key aspect of Fabletics’ retail strategy is the selection of store locations. Rather than making arbitrary choices, Fabletics leverages data on local membership and preferences to identify optimal locations. By analyzing customer demographics, shopping patterns, and social sentiments, Fabletics ensures that its physical stores are strategically aligned with customer demand.

In addition to data-driven location selection, Fabletics focuses on curating a personalized shopping experience in its stores. By integrating the online and offline customer journey, Fabletics enables customers to seamlessly transition between the two channels. Whether customers prefer to browse online and purchase in-store or vice versa, Fabletics ensures a consistent and cohesive experience across all touchpoints.

The Benefits of Fabletics’ Brick-and-Mortar Stores

1. Tangible Experience: Fabletics’ physical stores provide customers with the opportunity to see and try on their activewear collections in person. This hands-on experience allows customers to assess the quality, fit, and style of the products before making a purchase.

2. Personalized Assistance: Fabletics’ retail staff undergoes extensive training to provide personalized assistance and guidance to customers. Whether it’s finding the right size, selecting suitable styles, or understanding the subscription program, Fabletics’ knowledgeable team ensures a seamless shopping experience.

3. Social Connection: Physical stores serve as a hub for Fabletics’ community-building efforts. The brand organizes special events, fitness classes, and collaborations with influencers that allow customers to connect in a social and active environment.

By combining the convenience of online shopping with the benefits of in-store experiences, Fabletics creates a well-rounded and engaging customer journey. This integration of physical retail locations into Fabletics’ omnichannel strategy helps drive sales and strengthens the overall brand image.

Clothing Quality and Fit Review

When it comes to activewear, quality and fit are essential considerations. Fabletics prioritizes both aspects, ensuring that their apparel is designed to meet the needs and expectations of active individuals. Whether you’re hitting the gym, going for a run, or practicing yoga, Fabletics offers high-quality activewear that combines functionality and style.

Durable and Squat Proof Leggings

One of the standout pieces from Fabletics’ collection is their leggings. These leggings have been praised by customers for their exceptional durability, allowing you to engage in high-intensity workouts without worrying about wear and tear. Additionally, Fabletics leggings are squat proof, providing confidence and coverage during your exercise routine. You can focus on your fitness goals without any distractions.

Non-Ride Down Feature for Maximum Comfort

Another feature that sets Fabletics leggings apart is their non-ride down design. The leggings are crafted to stay in place, providing a secure and comfortable fit throughout your workout. With Fabletics leggings, you won’t have to constantly adjust or pull them up, allowing you to fully concentrate on your performance.

Flattering Fit with Seamless Design

The absence of a top seam in Fabletics leggings contributes to a flattering fit. This seamless design eliminates any potential discomfort or irritation, providing a smooth and sleek look. Fabletics understands the importance of confidence in activewear, and their leggings deliver a combination of style and functionality to help you feel your best.

Catering to Diverse Body Types with Wide Range of Sizes

Fabletics believes in inclusivity, offering a wide range of sizes to cater to diverse body types. Whether you’re petite, plus-size, or fall anywhere in between, you can find the right fit for your preferences. The availability of different sizes ensures that everyone can enjoy the comfort and performance of Fabletics activewear, promoting body positivity and empowerment.

Exceptional DurabilityPraised for their longevity
Squat ProofMaintains privacy and confidence during workouts
Non-Ride Down DesignProvides a secure fit without constant adjustments
Flattering FitNo top seam for a smooth appearance
InclusivityWide range of sizes for diverse body types

Pros and Cons of Fabletics VIP Program

The Fabletics VIP program offers a range of benefits that enhance the overall shopping experience for members. Here are some of the key pros:

  • Discounted prices: As a VIP member, you have access to exclusive discounts on Fabletics activewear, allowing you to save money on your purchases.
  • Early access to new launches: VIP members get the first look at the latest collections and have the opportunity to shop them before they are available to the general public. This ensures that you can stay ahead of the fashion curve.
  • Earn points for free items: Every purchase you make as a VIP member earns you points that you can later redeem for free Fabletics products. This loyalty program rewards your continued support and adds extra value to your membership.

While the Fabletics VIP program has its advantages, there are a few considerations to keep in mind:

  • Monthly commitment: The VIP program requires a monthly membership fee of $49.95. While this fee provides access to exclusive benefits, it may not be suitable for everyone who prefers a more flexible shopping experience without recurring charges.
  • Remembering to skip: To avoid being charged the monthly fee, you must remember to log in and skip a month if you don’t want to make a purchase. For some customers, this additional step can be an inconvenience or easy to forget.
  • Sizing availability: Fabletics offers a wide range of sizes, but popular sizes can sell out quickly. This means that you may need to act fast and check for availability regularly to secure your preferred size.
  • Returns not free: While Fabletics offers easy returns, it’s important to note that return shipping is not free. If you need to return an item, you’ll be responsible for the shipping costs.

Overall, the Fabletics VIP program provides valuable benefits and rewards for loyal customers, but it’s important to carefully consider your shopping preferences and priorities before committing to the monthly membership.

Pros and Cons of Fabletics VIP Program

Discounted pricesMonthly commitment
Early access to new launchesRemembering to skip
Earn points for free itemsSizing availability
 Returns not free

Customer Service and User Experience

One of the key factors contributing to Fabletics’ success is its commitment to providing excellent customer service. Customers have expressed satisfaction with the prompt and professional responses they have received when reaching out to Fabletics with inquiries or concerns. The brand values its customers and strives to ensure a positive experience at every touchpoint.

When it comes to the online shopping experience, Fabletics’ website is designed to be user-friendly and intuitive. The easy navigation allows customers to browse through the product offerings effortlessly and find exactly what they are looking for. The visually appealing product images further enhance the website experience, allowing customers to visualize the apparel before making a purchase decision.

Despite Fabletics’ overall commitment to customer satisfaction, some customers have reported encountering occasional issues with backorders and shipping delays. The brand acknowledges these concerns and continuously works on improving its performance in these areas. By refining their processes and logistics, Fabletics aims to provide an even better overall experience for its customers.

Customer Service Ratings

Rating AspectScore (out of 10)
Response Time9.1
Website Navigation8.9
Visual Appeal9.2
Backorder/Shipping Resolution8.5

Overall, while Fabletics’ customer service and website experience have received positive feedback, the brand is committed to addressing any issues that arise to ensure a seamless and exceptional experience for all customers.


Fabletics has firmly established itself as a dominant force in the activewear industry, thanks to its innovative business model and effective marketing strategies. By prioritizing a subscription-based approach, Fabletics has secured a loyal customer base while gathering valuable data to enhance personalized experiences. Through ongoing market research, the brand continuously adapts to meet customer needs and preferences.

Moreover, Fabletics’ commitment to an omnichannel customer experience seamlessly merges online and offline touchpoints, providing convenience and personalized recommendations. The brand’s data-driven visual merchandising ensures relevant product recommendations based on customer preferences, leading to higher customer satisfaction.

Furthermore, Fabletics’ strategic choice of brick-and-mortar store locations strengthens their retail strategy. By aligning physical stores with customer demand and social sentiments, Fabletics enhances the overall customer experience and drives sales. While there might be minor drawbacks, such as the need to log in monthly and potential sizing limitations, Fabletics remains an attractive option for fitness enthusiasts due to its quality apparel at an affordable price.


What is Fabletics’ business model?

Fabletics operates under a paid VIP membership program, where customers pay .95 per month and receive access to personalized offers and discounts.

What is Fabletics’ subscription model?

Fabletics offers a subscription-based VIP membership program, where customers pay a monthly fee to receive exclusive benefits and discounts.

How does Fabletics’ subscription model benefit the brand?

Fabletics’ subscription model ensures a steady client base, as customers are more likely to consider Fabletics’ offers first and are less likely to switch to competitors. It also allows the brand to gather valuable customer data and preferences for improved product and marketing strategies.

How does Fabletics conduct market research?

Fabletics conducts annual market research studies to stay informed about customer preferences and expectations. This data-driven approach helps them develop products and marketing campaigns that resonate with their target audience.

What is Fabletics’ approach to customer experience?

Fabletics emphasizes an omnichannel customer experience, allowing customers to seamlessly transition between online and offline shopping. This approach provides convenience and personalized recommendations, contributing to a higher lifetime value for customers.

How does Fabletics personalize the customer journey?

Fabletics uses data-driven visual merchandising techniques, serving relevant product images based on customer preferences and previous purchases. They also offer a wide range of sizes and feature models of different body sizes to promote inclusivity.

How does Fabletics integrate online and in-store purchases?

Fabletics’ omnichannel strategy prevents physical stores from becoming mere showrooms. They strategically align store locations and inventory based on customer demand, ensuring a seamless shopping experience and driving sales.

What is the quality of Fabletics’ clothing?

Fabletics offers high-quality activewear, including leggings that are durable, squat-proof, and designed to stay in place. The leggings have a flattering fit due to the absence of a top seam, and a wide range of sizes are available to cater to different body types.

What are the pros and cons of the Fabletics VIP program?

The Fabletics VIP program offers several benefits, including discounted prices, early access to new launches, and the ability to earn points for free items. However, customers should be aware that remembering to log in and skip each month can be an inconvenience, and sizing can sell out quickly. Returns are not free, so purchasers should carefully consider their choices.

How is Fabletics’ customer service?

Fabletics generally provides prompt and professional customer service with quick responses to inquiries. However, some customers have reported occasional issues with backorders and shipping delays, areas in which Fabletics continuously works to improve for a better overall experience.