How Fabletics Beats Amazon at its Own Game

When Kate Hudson started Fabletics in 2013 she and her partners were well aware of the challenges that a new apparel brand would face in the recent environment. In addition to a customer base that has a multitude of options, the apparel industry itself is facing close to industry-ending challenges that many are succumbing to. The subscription service that the brand utilizes to keep customers satisfied with new and exciting product pieces, the company relies upon data analysis to really give it a competitive advantage.


The company compiles and analyzes a lot of data from its customer base, and in a move that helps it stand out from the pack, it uses this information to refine the buying experience as well as the product offerings. The company prefers to remain nimble and engaged with its subscribers in a way that is atypical for this market segment. In fact, the brand even offers an online quiz for its customers to determine which products best suit their tastes and lifestyles.


Fabletics tracks social media reaction to product roll-outs and follows the overall sentiment of the brand quite closely. Through social media, the brand is able to gain a lot of relevant information that allows it to take on established purveyors such as Amazon. The online giant has captured a very significant part of retail sales and has forced out many apparel companies. In order to compete in this environment, Fabletics has stayed with what works while making continuous refinements based on the real-time feedback that it receives from its customer base.


By positioning the brand as an aspirational product Fabletics has been able to grow a cohesive and robust community around its brand. In order to differentiate itself from strictly online products, the brand hosts many in-person local events at which it is able to glean even more information about its customers. The pipeline calls for further bricks and mortar locations in addition to the nearly 20 it now has. The brand also intends to continue its use of temporary pop-up concept stores in order to both reach out to its online subscribers and also attract new members.


This hybrid model has made Fabletics a real contender in a market segment that has been all but locked up by Amazon. The business model has proven quite strong and it is expected that Fabletics will continue with strong growth well into the future.

EOS redefining the lip balm industry

EOS has cemented themselves as one of the leading manufacturers of lip balm. This development of their business did not take a prolonged period of time and EOS was able to quickly establish themselves in the market as one of the loved makers of lip balm. How they did so was part of a recent article in Fast Company detailing the brand.

EOS was structured to take advantage of a lack of customer satisfaction in the industry for buyers of lip balm. Customers thought that the lip balms that they bought were of poor quality and were not provide them with the needed protection that their lips needed. Most lip balms were sourced with petroleum jelly which, while effective, did not provide the lasting benefits that many more natural lip balms did. further, they tasted fake and not at all like the flavors they were designed to mimic.

EOS lip balm used all natural ingredients that were sourced organically in their lip balms. Natural oils and fats like shea butter featured prominently in their formulas and provided the high quality protection that people were searching for in their lip balms. EOS added natural flavors to their balms and created positive flavored combinations that customers enjoyed applying and trying. Examples include blueberry acai and vanilla mint. While EOS was designed for the tastes of women, who made up the major segment of lip balm buyers from both Target and Costco, the containers and flavors were not overly feminine and ma male shoppers were also able to enjoy the superior quality lip balms made by EOS.

EOS ( used this strategy of developing premium lip balms and marketing them effectively to customers in order to develop a significant market presence. They now have the loyalty of many different buyers of lip balm and have been widely emulated by their competition. EOS built their company the right way, by listening to their customers and creating a product that fit their needs and tastes.