Fabletics is a growing force in the world of athletic wear. In recent years, athleisure gear has become trendy. More and more, women are wearing workout-style leggings and tops outside of the gym. Because of its comfort and convenience, athleisure gear is becoming a status symbol.
Fabletics is best-known for its subscription model. Members receive monthly emails allowing them to shop available looks. Fabletics curates carefully. Subscribers love the tasteful, high-quality goods on offer. After just three years, Fabletics has become a $250 million business.
Fabletics also operates a small number of brick-and-mortar retail stores. By focusing on e-commerce, this brand has been able to stay light on its feet and adapt to changes in the marketplace.
Fabletics has used social media wisely. This is a company that knows how to create demand. Unlike many retailers that struggle to get people in the door, Fabletics has a loyal subscriber base that can’t wait to see the goods in person.
In essence, Fabletics has reversed the traditional showroom model. This is a key to its success. In the age of online retailers, the opposite tends to be true. Shoppers will walk into a store to see items in person. Then they go online to find a better deal. With real business savvy, the founders managed to stay well ahead of the curve.
“Almost Famous” actress Kate Hudson is one of the co-founders of Fabletics. She’s also the face of it’s marketing efforts. Recently, the company expanded into men’s activewear. Oliver Hudson, Kate’s brother, is the face of this line. Why has such a successful, famous family taken to this business so readily?
Kate Hudson knows a good thing when she sees one. She’s a working Mom who knows that women want to look and feel great, even when they’re very busy. Fabletics subscribers take a quiz. Once the company knows more about their taste, they’re offered personalized options. That’s way more efficient than hunting for clothes all day at the mall.
Finally, Hudson feels great about inspiring women to take care of themselves. It’s tough to get motivated to work out. If you’re pulling on designer leggings instead of a frumpy shorts and sports bra combo, it’s easier to get excited.
Fabletics has harnessed the power of celebrity and social media to make customers feel great. Everyone in this company’s story is a winner. And what could be better than that?