The Online retail giant Amazon has been dominant in many different sectors over the course of the last three decades but is now facing one of its major tests in the challenge being presented by fashion and athleticwear retailer, Fabletics. Launched in 2013, Fabletics has built a loyal customer base by accepting many of the positive points created by Amazon such as the inclusion of customer reviews to inspire members of the Site to purchase the top-selling items. Fabletics is also going its own way in the retail industry by making sure the latest big data options are included in the brand which has become one of the fastest growing in the retail sector.
Members begin their journey with Fabletics by looking for the best possible ways of sourcing the clothes which will fit their lifestyle and exercise regimen. To aid its clients in developing a more active lifestyle, Fabletics uses big data to make sure its customers get the best option in exercise clothing which begins with the completion of a lifestyle quiz which takes only a few minutes and provides a few early recommendations for clothing; Fabletics does not solely rely on the lifestyle quiz but instead set out to tweak clothing recommendations based on the choices made by a customer over the course of their membership.
One area Fabletics has looked to improve over the course of its first years in operation is its last-mile service which founding partner, Kate Hudson played a major role in developing. One of the areas Fabletics believes can make a major difference to the work it is completing is the development of a high-quality customer service department designed to ease every aspect of the experience members enjoy through the company.
Amazon is being rivaled by Fabletics largely because of the influence of Kate Hudson, the “Almost Famous” actress who has taken her first steps into business as part of the Fabletics brand. Fabletics founders Adam Goldenberg and Don Ressler invited Hudson to join the brand while in the planning stages as they believed she reflected the outgoing, happy, active lifestyle the company was hoping to inspire in others. As part of the work of Kate Hudson, the award-winning actress has spent a large amount of her time learning about budgets and customer service options to ensure the brand continues its incredible rise in the Online retailing sector.