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Category: Fashion

Fabletics: Breaking The Mould Of Activewear Fashion

Fabletics is one of the few activewear brands currently on the market that can truly say that they have made it big in the world of fashion. In just a few years since its inception, the brand has been able to catch a vast audience and keep its customers coming back for more. The brand was founded by Kate Hudson along with Don Ressler and Adam Goldenberg, who are the founders of the large fashion wear brand JustFab. Ever since it first started putting out its active wear in 2013, the brand has continually tried to break the mold of the techniques that brands in the industry use to come up with their strategies and ways of selling the brand. This has been one of the key factors in the success of Fabletics.


Right from the way in which the customers can buy the brand, to the kind of showrooms that they have, the brand goes down the unconventional path. When the brand first launched its website, it wanted to be able to find a way to appeal to a broad audience more quickly. This was when they decided to take the road less traveled and become a brand that lets people get their clothes on a membership basis. When someone logs onto the Fabletics website for the very first time, they are given a prompt that asks them a few questions. These questions are mainly so that the site can filter out the options and show you the products that you would like and which would suit your needs. Customers are then required to make an account with the website and choose a membership program that they would like to partake in. This program allows them to receive one or more set of activewear every month for a small membership fee. Customers can freely choose what they would like to receive and can choose from the extremely broad selection of choices that the brand has. When the next month comes along, customers can log back into the website and see the options that are filtered out for them and choose what they would like.


This membership system has made retaining their customers extremely easy for the brand. With the membership plans, the customers are getting a better deal that what they would anywhere else, without having to go through all the added effort. It has made online shopping more convenient than what it already was, which is why customers are moving to Fabletics to get started out on this and be up to date with the latest trends in the activewear industry.


When it comes to finding ways to sell the product, Fabletics has all its bases covered. Even with this, the brand has chosen to go down the unconventional route. After conducting extensive market research, the brand realized that one of the things that customers look out for before buying products are reviews. By investing into reviews on their site, the brand gives their clients the extra reassurance that they need before they go on and choose what they would like to buy.

Weekend #workout plan inspired by @gingerressler's high-power moves ????

A video posted by @fabletics on

Kate Hudson’s Fabletics: Story of Success

For years, society’s focus on health has been increasing. As more people become more health conscious, more fashion companies look for ways to combine fashion and health. Although many companies have workout outfits, many of those brands are incredibly expensive. That’s why Kate Hudson started Fabletics.

In the first three years, Kate Hudson grew a $250 million business. Fabletics is like no other fashion brand. Firstly, its premise is offering aspirational styles with the convenience of affordable prices. Fabletics also uses a subscription mechanic to sell its products. That subscription platform is part of the allure of Fabletics.

It plays right into the consumers’ perception of high value. High-value brands are everywhere these days. In the past, high-value had to have good pricing and quality goods or services. That’s all a company needed to be successful. These days, consumers want their brands to go the extra mile and offer special features.

Fabletic’s attention to its members is what led to such great success in the e-commerce market. Now, Fabletics has set its sights on brick and mortar success. Opening a physical store is a lot different from operating an online retail store. There are far more challenges.

The biggest challenge is referred to as “showrooming”. That’s when customers only look around a retail store but never buy anything because they’re going to go home and buy their items online from somewhere cheaper, like Amazon. That browse offline – buy online strategy is what’s killing Fabletic’s counterparts.

Fabletics figured out a way to use people habits to their favor. Fabletics welcomes people into its stores so that its retail stores can get to know the local markets. As a result, most of the people walking through the door are already members, and an additional 25 percent become members in store. Fabletics even offers a lifestyle quiz to anyone who’s looking to see what kind of fashion they have.

Despite all the naysayers, Fabletics is actually a brilliant, innovative brand. A lot of people have reviewed and approved Fabletics as a whole. One non-sponsored reviewer even stated that she’d recommend Fabletics to her readers.

Fabletics has an endless variety of styles; everything from simple tops and bottoms to sheer fabrics with bold patterns. Not to mention the brand’s quality is much better than anyone would expect.