Fabletics is one of the most successful athleisure brands in the world presently and is also a healthy competition for giants like Amazon. Fabletics started in the year 2013, and since then has never looked back. It is a premium athleisure brand that offers a wide variety of fitness clothing for women. The company has distinguished itself from the competitors by providing a unique membership model that gives the member hosts of benefits. It also includes getting athleisure items personalized to suit their taste and preference every month. At present, the company enjoys the loyal membership base of close to 2 million globally.
The company also successfully implemented the reverse showroom technique, which is a highly revered business strategy earlier executed by famous brands such as Warby Parker and Apple. The company, which is co-owned by famous Hollywood actress Kate Hudson, followed the strategy of gaining substantial momentum in the market before opening physical stores across the country. The aggressive marketing approach combined with the membership model helped the company get a huge fan following and created a brand identity that millions of women relate to as a preferred brand for fitness clothing. Once the company started enjoying consistent sales and achieving business stability, it went on to open physical stores across the country. Presently, it has 18 stores in the United States, and as per the company’s CEO, Don Ressler, several hundred stores are in the pipeline.
Kate Hudson, one of the co-owners of the TechStyle Fashion Group that owns Fabletics, says that one of the primary goals of Fabletics was to offer value for money to the customers. She realized that market was flooded with huge brands that offered fitness clothing at a very high price. It is for this reason Fabletics was created so that the customers can buy athleisure products of high quality within their budget. Fabletics comes up with a new collection every month and has partnered with many famous celebrities to launch limited and exclusive collection for the customers at a low price.
Fabletics also believes in using the sales and customer data to help improve customer engagement and build an effective marketing strategy. The data is also used to check which product is popular among the audience, and which is not. The products that are not popular are removed from the shelves immediately. Fabletics customers can take the lifestyle quiz at the company’s site to know more about the personalized shopping experienced offered by the brand.