Fabletics Takes the Active Fashion World by Storm

The Fabletics brand is turning out to be a juggernaut in the world of active fashion and the trend is definitely up. Kate Hudson is a big believer and as the face of the brand, she’s been a grand slam as they’ve grown from a fledgling startup to a $250 million dollar concern. The success of the brand is even more noteworthy in the age of Amazon which seems to be consuming the world.

The unique concept that drives Fabletics is their subscription business model which is unlike most others. Furthermore, they strongly focus on fashion and fit to give customers an outstanding experience throughout the process. Did I mention that their pricing is extraordinarily affordable? Well, it is and this combination of factors has helped the business grow exponentially.

The folks at Fabletics are experts in understanding their customers and their needs as they’ve conducted extensive market research in developing their brand. Knowing who their customers are and what they want has been a crucial factor in their growing success. They currently operate 16 physical locations and more are in the works as well.

Another important aspect of their success is the reverse showroom model that they employ. Many of their customers browse digitally to get a sense of what they want and then embark to a Fabletics location to continue shopping. Other retailers aren’t as fortunate as their customers will browse and then purchase elsewhere. Nearly half of their customers are already members before they enter a physical store. An additional 25 percent become members once they are in the store. Fabletics considers the retail store as just another extension of their outstanding customer service.

Local preferences is another area that Fabletics is demonstrating an innovative approach as they stock items that their research indicates will be well-received. Local stores are stocked in accordance with the likes of local members as well as other inputs like social media sentiment. In-store heatmapping and sales data complete the criteria that allow them to stock items that have a great chance to sell. A combination of global fashion trends and membership preferences is proving to be a compelling mix.

Kate Hudson has played another important role only this time it is in the business world as the face of Fabletics. She has done far more than cut a few commercials for the brand as she’s been heavily involved since the beginning. She’s also known for her active lifestyle which fits the brand perfectly.

One main consideration for Hudson is a freshness in the designs and she reviews them regularly to ensure that they are striking and appealing. She also wears them herself to lend even more credibility to the brand which is resonating powerfully among online fashionistas. The Lifestyle Quiz that Fabletics offers is an excellent way to determine which of their offerings is right for any one person.