Fabletics: Your Fitness Partner

Fabletics is an online sportswear retailer. But it is not your ordinary sports store. It is a subscription service that suggests fitness apparel to its customers. Fabletics also has 18 physical stores in major states such as California, Illinois, Hawaii and Florida.


Fabletics Is Giving Amazon A Run For Its Money


Amazon is currently the largest online retailer. 20% of people shopping for fashion online use Amazon. But soon Fabletics might just be the leader in the fashion sector. The company, which started in 2013, is doing things differently. Aside from the subscription service, “reverse showrooming” is also a major contributor to its success.


Shopping clothing is not the same as shopping other items such as electronics. Buying clothing needs fitting and feeling the fabric. Therefore, they visit “brick and mortar” stores, browse through pieces of clothing and then order the same clothing through cheap online retailers such as Amazon.


Most retailers whine about this phenomenon, but Fabletics is reversing it. Now instead of customers browsing in the store and purchasing online, Fabletics is encouraging browsing online and buying in store. Even when you try out clothing in the store, they appear in the online shopping cart. 30-50% of customers that visit Fabletics stores are members while 25% of nonmembers walk out of the stores as members.


Implementing User Preferences Data


The company does not just collect user preference data; it uses the data to gain useful insights. From the data, the company gains a better understanding of their market, and the kind of wear users prefer. Fabletics stores only stock items that are most appealing to customers at a given time.


The Fabletics Subscription Service


There are two types of Fabletics members” regular and VIP members. Regular members simply sign up for free, and they get to shop anytime they want fitness apparel at regular prices. VIP members pay $49.95monthly subscriptions. The fee guarantees a monthly purchase of fitness wear with free shipping. If a member does not want any product, they can skip a month and the month’s bill will be $10 only.


All members fill out their preferences, which are mainly dictated by their lifestyles. Fabletics uses the data to provide relevant product suggestions to each member.


Fabletics as a Brand


Fabletics is not all about e-commerce, it is doing well as a clothing brand. It offers quality clothing, considering the low price. Women who have purchase Fabletics products note that the leggings material is thick as opposed to see-through. The tops are also impressively soft.


The company is also excelling in style. They have a wide variety of styles to choose, a wide range of choice to suit every woman’s needs.


The company’s website has an easy to use user interface. However, the items sell out incredibly fast. So when ordering, hope that the size will fit you so that you will not have to reorder only to find that the item, or the color, you prefer sold-out. Also, shipping takes too long compared to other online retailers.


Kate Hudson, and company, really hit the nail on the head when they launched Fabletics in 2013. In just three years the company has grown revenue to $250 million. In 2017, the company is set to increase the physical stores to 30.

Squash Valley Water Situation Update

In the wells of Squaw Valley, they have had a water infection. Low levels of Coliform bacteria and E Coli bacteria were detected. There have been no known health issues reported relating to the water. People in the area are still advised not to drink the water.

The issue arose in October of 2016 from a rain storm in the county. Flooding of a water system at High Camp and Gold Coast caused the infection of the water system. No other water system in the area is infected. Squaw Valley is currently working with water specialists to treat the water. The E Coli bacteria is no longer present in three of them, but Coliform bacteria is still present in those three. The fourth well is unnecessary for their water system and so they may keep it offline for a longer time. Infected water was never served to the public.

The authorities in the area are working hard to resolve the issue. They will update their guests and will lift the ban on drinking water when they know it is safe to drink. The water will not be turned back on or become available to the public until it is safe. The infection could not have spread to the snow and bathrooms are still safe to use. Restaurants at Squaw Valley Mountain are currently closed due to the infection. Guests at High Camp and Gold Coast will receive free bottled water for their stay. They are currently only serving prepacked food. Skiers can still access the facilities and mountain for skiing.