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Fabletics.com has made a significant impact on the activewear industry since its inception. Founded in 2013 by actress Kate Hudson, alongside JustFab Inc. co-CEOs, Adam Goldenberg and Don Ressler, Fabletics introduced a fresh take on fitness apparel with a subscription-based model. The brand emphasizes inclusivity and body positivity, offering a range of sizes and styles designed to empower and inspire confidence in its wearers.
Pioneering the 'athleisure' trend, Fabletics quickly gained popularity for its high-quality, stylish, and affordable workout clothes. By merging fashion with the functionality of athletic wear, Fabletics carved out a niche that resonated with consumers looking for versatility in their wardrobe. The brand has grown significantly, expanding beyond its online subscription roots to include brick-and-mortar stores and broadening its product lineup to include shoes and accessories.
Despite its success, Fabletics faces stiff competition from a wide array of brands that have been long-established or that bring fresh takes to the activewear and athleisure market. Let's take a look at some of the key players in the space and how they compare to Fabletics.com.
3.8 / 5
3.8 / 5
Nike is an undisputed giant in the sportswear world, offering a vast array of athletic apparel, shoes, and accessories. With a focus on innovation and performance, Nike caters to both professional athletes and fitness enthusiasts. Its strong brand presence and endorsements from top athletes provide a competitive edge over Fabletics. However, while Nike's pricing can be higher, its reputation for quality and technological advancements in sportswear is unparalleled.
Nike's commitment to sustainability and its global reach are also aspects that set it apart from Fabletics. Despite the differences, both brands emphasize empowering individuals through sport and fitness.
2.5 / 5
2.5 / 5
Adidas, like Nike, is a behemoth in the sportswear industry known for its quality products and historic legacy. Adidas offers a wide range of athletic apparel and has branched into the fashion world with collaborations with designers and celebrities. While Fabletics focuses on a subscription model and has a narrower product range, Adidas' global brand recognition and extensive product lineup make it a formidable competitor.
Adidas is also heavily invested in sustainability initiatives and has a strong focus on innovation, which appeals to a broad audience and challenges Fabletics' market position.
Lululemon has made a name for itself with its high-quality yoga and fitness apparel. Though higher in price point, Lululemon's dedication to crafting the perfect fit and performance for yoga enthusiasts makes it a favorite among many consumers. Fabletics' value for money and flexible membership options provide an alternative for those looking for more affordable options without sacrificing style.
Both brands focus on community and inclusivity, but Lululemon's established market presence and loyal customer base keep it at the forefront of the yoga and athleisure apparel market.
Gymshark is a newer entrant to the fitness apparel scene but has rapidly built a strong following, particularly among the younger demographic, through savvy social media marketing and influencer partnerships. While Fabletics offers a broader range of styles and sizes, Gymshark's focus on performance wear and trend-driven designs appeals to a specific niche in the fitness community.
Gymshark's unique brand culture and community engagement are key factors that drive its competitiveness against Fabletics.
4.0 / 5
Under Armour is known for its performance-enhancing sportswear, with an emphasis on innovation and technology. Its HeatGear and ColdGear lines, for instance, are designed to keep athletes comfortable regardless of weather conditions. Fabletics' focus on style and affordability offers a different value proposition to customers who may not prioritize high-tech features in their workout attire.
Under Armour's strong presence in professional sports and its appeal to high-performance athletes mark its competitive stance in the market.
Sweaty Betty stands out with its fashionable and functional women's activewear, directly appealing to Fabletics' target audience. Its premium price point and British charm give it a unique positioning, while Fabletics' subscription model and value-focused offerings cater to a more price-conscious consumer.
Both brands celebrate female empowerment and fitness but approach the market with different strategies and product offerings.
Puma offers a wide range of sportswear and has a strong heritage in the athletic world. Its collaborations with high-profile celebrities and designers create a blend of fashion and sport. Fabletics, with its monthly collections and member-exclusive designs, provides a different take on the fashion-forward activewear market.
While Puma has a broad appeal across various sports and lifestyles, Fabletics' personalized shopping experience and community-driven approach offer a distinct alternative.
2.5 / 5
2.5 / 5
Reebok has undergone a brand transformation in recent years, focusing on fitness and lifestyle. Its legacy in the fitness industry and its commitment to creating innovative, fitness-oriented products make it a competitor to Fabletics. Fabletics' more aggressive marketing tactics and subscription model differentiate it from Reebok's traditional retail approach.
Reebok's broad recognition and history in the space are contrasted by Fabletics' emphasis on trendiness and social media presence.
Athleta, part of the Gap Inc. family, offers performance and lifestyle apparel for women and girls. With a commitment to sustainability and empowering women, Athleta shares similar values with Fabletics. However, Athleta's wider retail footprint and brand recognition present a challenge for Fabletics, which has a more limited physical presence.
Both brands provide a range of sizes and styles but differ in their marketing and sales strategies, with Fabletics leaning heavily on its membership model.
Outdoor Voices has carved out a niche for itself with a focus on recreational apparel that encourages people to be active without the pressure of performance. This philosophy resonates with a segment of consumers that differs from Fabletics' target audience, which is more focused on trendy, fashion-forward activewear.
Outdoor Voices' community-oriented brand and emphasis on fun and inclusivity in fitness offer a unique perspective compared to Fabletics' approach.
4.6 / 5
4.6 / 5
Kohl's is a department store offering a broad range of apparel, including activewear. Its competitive pricing and frequent sales attract a budget-conscious demographic, which overlaps with Fabletics' audience. Fabletics' exclusive designs and membership perks provide a different shopping experience compared to Kohl's more general retail model.
Kohl's wide range of brands and products, including its own private-label activewear, competes with Fabletics' curated collections.
3.8 / 5
3.8 / 5
Macy's, another major department store, competes with Fabletics by offering a wide selection of activewear brands in one place. Macy's reputation and the convenience of shopping for multiple brands, including premium labels, give it an edge. Fabletics' focus on a personalized shopping experience and its membership community can appeal to those looking for a more tailored approach to buying activewear.
Macy's strength lies in its brand diversity and established customer base, while Fabletics attracts those interested in a subscription-based model with regular new releases.
5.0 / 5
5.0 / 5
Nordstrom offers a mix of luxury and everyday brands, including a sizable selection of activewear. Its customer service and high-quality product assortment appeal to a higher-end market. Fabletics' competitive pricing and membership exclusives offer a different value proposition to those seeking more affordable fashion-forward fitness wear.
Nordstrom's curated collections and premium shopping experience are contrasted by Fabletics' focus on community and accessible pricing.
4.0 / 5
4.0 / 5
Gap, known for its casual wear, also competes in the activewear market with its own athletic lines. While it caters to a more general audience, its brand recognition and accessibility make it a competitor to Fabletics. Fabletics' specialized focus on active lifestyles and its unique membership benefits provide a contrast to Gap's broader apparel approach.
Gap's global presence and established brand are balanced by Fabletics' targeted marketing and subscription-based shopping experience.
3.3 / 5
Dick's Sporting Goods is a leading sporting goods retailer offering a wide array of activewear and equipment. Its extensive product selection and presence in the sports industry position it as a competitor to Fabletics. Fabletics' focus on fashion and lifestyle, paired with a personalized subscription service, sets it apart from Dick's more traditional retail model.
Dick's Sporting Goods caters to a broad range of sports enthusiasts, while Fabletics appeals to those seeking stylish and affordable fitness apparel.
3.2 / 5
3.2 / 5
JCPenney offers a variety of apparel, including activewear, at value prices. Its appeal to budget-conscious shoppers and wide retail network make it a competitor to Fabletics. However, Fabletics' subscription model and focus on creating a community around its brand offer a unique selling point that JCPenney does not match.
JCPenney's traditional department store approach contrasts with Fabletics' more modern, membership-driven shopping experience.
3.0 / 5
3.0 / 5
Poshmark is an online marketplace where individuals can buy and sell new or used clothing, including activewear. Its peer-to-peer model and wide range of brands and styles provide an alternative shopping experience to Fabletics' new and exclusive offerings. Fabletics' focus on community and fresh monthly collections caters to those looking for a consistent and curated selection.
Poshmark's strength lies in its diverse and dynamic marketplace, offering a different approach to shopping for activewear compared to Fabletics' subscription service.
3.9 / 5
3.9 / 5
Temu is an emerging online shopping platform offering a variety of products, including affordable activewear. Its competitive pricing and extensive selection make it a contender in the budget-friendly segment of the market. Fabletics' brand recognition and quality-focused collections provide an alternative for those willing to invest in a premium subscription service.
Temu's low-cost offerings and expansive inventory compete with Fabletics' value proposition and focus on exclusive designs.
4.6 / 5
4.6 / 5
Costco, a membership-based warehouse club, offers a range of products, including activewear, at wholesale prices. Its business model based on bulk purchasing and low margins competes with Fabletics' model of monthly subscriptions and exclusivity. Fabletics' appeal lies in its fashionable and individualized offerings, as opposed to Costco's more generalized and utilitarian approach to retail.
Costco's broad customer base and competitive pricing are met with Fabletics' targeted marketing and style-centric activewear.
2.5 / 5
2.5 / 5
Forever 21 is a fast-fashion retailer with a selection of trendy and affordable activewear. Its quick turnover of styles and focus on the latest trends attract a fashion-conscious demographic. Fabletics' subscription-based model and emphasis on a personalized shopping experience offer a different approach to consumers looking for quality and exclusivity in their activewear.
Forever 21's strength in fast fashion and low pricing presents a challenge to Fabletics' more curated and membership-focused strategy.
