When Fabletics opened its doors to the activewear fashion world in 2013, it marked the beginning of a remarkable journey. This journey has seen it challenge some of the most established brands such as Amazon. Cofounded by American actress-turned entrepreneur, Kate Hudson, the brand is fast becoming a household name despite it short history. At the core of its rapid brand growth and success is the revolutionary marketing and branding ideas that the founders incorporated into its operations from the onset. The founders set out to come up with a brand that mirrors the society today; a society marked by technological development. Therefore, they innovatively designed a marketing and activewear designing system that is dependent on the actual customer tastes and preferences.
The technique, known as reverse showroom technique, uses data collected from customer browsing history on their sites, the information they provide on their Lifestyle Quiz form they fill during membership registration and shopping history when they visit the physical stores. They then design the clothes that fit these tastes and preferences including customer size. Their stores are stocked by activewear products that are designed based on the data they have collected from their members. As a result, Fabletics is able to reduce its operational costs, which they translate into discounts. Members pay a renewable monthly fee of $50 and access the athletic leisure wear from either the company’s online store or their brick and mortar retail shops.
Revolutionizing Activewear Concept
Fabletics has built a fashion brand that appeals to all and sundry; it does not discriminate based on age or size. This has been one of the primary reasons why it has grown into a multimillion dollar brand within a short period of time. It appeals to women of all sizes and ages including millenials. It boasts of 18 brick and mortar stores and a distribution channel that extends overseas. At the center of the firm’s success is Kate Hudson who, in addition to being the brand ambassador, is actively involved its operations including marketing.
To Kate Hudson, Fabletics is a symbol of empowerment for women as the products are non-discriminatory to women especially on size. She is in charge of key operations at the leisurewear company. She has played a key role in bringing on board celebrities to serve as the brand ambassadors of the fashion-forward company. If you are a customer who is worried about what athleisure brand to wear for your yoga or exercise session, the Lifestyle Quiz on Fabletics’ website would be a good start.