Fabletics is a company started by the famous actress, Kate Hudson, that sells women’s sportswear and accessories. Hudson started Fabletics to provide women of all shapes and sizes an easy and affordable way to buy athletic clothes. In today’s economy, e-commerce has become a huge market in the clothing industry. Fabletics has done a great job, in the past few years, in using the internet to market and sell their line of athletic clothings. Fabletics also opened 18 retail stores across the country, like California, Illinois, Florida, and Hawaii. Fabletics has grown to a $250 million business in only three years. Amazon is an internet monster and currently controls 20% of the fashion e-commerce market. It is very tough these days to compete with the internet giants like Walmart and Amazon. Fabletics was able to succeed in the business by using a subscription model to sell clothing to its customers. This allows them to sell exclusive products to their members. Women need to sign up as a member to enjoy the latest Fabletics brands. This strategy of a fashion membership has paid off in a big way. Gregg Throgmartin is the General Manager of Fabletics. He believes the membership brings a personal service, a great price, and a high value to the customers. This line of communication to the customers makes it easier to understand what they want and how to keep them satisfied. Fabletics has found success using the reverse show room technique. Customers can browse on the internet for the clothes they like and go to a Fabletics retail store and buy them. This also allows new customers to become a subscriber. Fabletics do a great job using the internet and social media to keep up with the latest trends and promoting their products. Using online data helps physical stores to only stock items that are popular and trending. Stores are stocked based on membership choices for local members, social media, and real-time sales activity. Whether it is online or offline, Fabletics is doing a fabulous job in brand awareness, building the brand, and growing the company. By being innovative, creative, and listening to their customers, Hudson and her company have grown incredibly in the past few years and the world has taken notice.