Fabletics is one of the most renowned companies in the field of manufacturing and retailing athleisure products and gear. People these days have got conscious about their health and want to lead an active lifestyle, and athleisure products are an important part of this new trend that has been catching up globally. Fabletics since its inception in 2012 has been growing consistently, and one of the primary reasons why it has become so popular among its target audience is because of its vast collection of athleisure products and affordable prices. Many other brands sell athleisure products, but their prices are way too high. Kate Hudson, one of the co-founders of Fabletics, said that many of the high-street fashion brands sell Yoga pants at the cost of hundred or even two hundred dollars, and this is not economical for the majority of the masses. It is where Fabletics come in.
Another reason why Fabletics has been able to give a tough competition to huge companies like Amazon in the fitness clothing segment is that of its VIP membership model. Fabletics has a very convenient and affordable membership model wherein the customers can sign up for membership for a nominal monthly fee and get the selection of products personalized as per their preferences to choose from each month. It makes it easier for women with a hectic lifestyle to get the kind of products they want each month without having to scroll through the thousands of products available out there. The company sends out a mail each month with the athleisure products chosen for them.
The popularity of Kate Hudson as a famous celebrity and actress has also helped Fabletics attract a lot of people towards the brand. It has grown to become a brand that is aspirational for the customers as well as affordable. Fabletics does a business of over $250 million annually at the moment, and the figure is constantly crossing new milestones each quarter. Fabletics has also achieved huge success because of the reverse showroom technique that it has implemented. People mostly do window shopping at stores and end up buying similar products online from elsewhere, but Fabletics has been able to market itself as a unique brand with unique clothing line successfully from the very starting. It is why, most of the people who end up at the newly opened 18 stores of Fabletics across the United States, become its VIP members. If you want to check out how the company personalizes the shopping experience for its customers, take the Lifestyle Quiz offered at the company’s site.
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