Fabletics is one of the biggest athleisure brands in the market today and operates worldwide through its online e-commerce portal. The company is giving even the fashion retail giants like Amazon a tough run for its money and is presently enjoying an annual turnover of $250 million. Fabletics started its operations in 2013, but in a relatively short period has emerged to become a brand that millions of health and fitness conscious women can relate to. It is because the company delivers high-quality athleisure products at a price much lower than other brands. Moreover, the company offers apparels in sizes that range from XXS to 3X, which ensures that women of all body types can buy their fitness clothing from Fabletics.
The reverse showroom technique was also successfully implemented by Fabletics that helped the brand to grow and expand further. Through the reverse showroom technique, the brand aimed at first making itself a known brand in the market, and then turning its focus towards building physical stores. The brand managed to achieve huge popularity in the market in a short period primarily due to Kate Hudson, who is one of the co-owners of Fabletics. She built a solid business and marketing strategy, and also helped promote the culture of an active lifestyle. Kate Hudson believes that the customers are naturally inclined towards the brand they can relate to, and Fabletics aim at being a customer-centric brand.
The company has a highly modern and unique subscription model in which the members get the personalized mail each month with the items that are selected especially for them. The items showcased in the mail to the customers are selected based on their style, preferences, and lifestyle. It makes shopping much easier, and Fabletics offer such personalized experience at a very nominal price. The VIP members get huge discounts on every product sold by the company and open the door to many other benefits. The low price and a stream of benefits offered by Fabletics to its customers are what make the brand, one of the most popular ones in the market at present.
Kate Hudson and the management team uses sales, marketing, and business data to help make decisions that separate it from the competition. The technology is integrated in a close knitted manner across the company’s operation to function smoothly and manage consistent growth in a highly competitive market. Women interested in Fabletics must take the Lifestyle Quiz offered by the enterprise to understand the concept of personalized shopping experience Fabletics is known for.