Founded three years ago, Fabletics made a huge splash in fashion. Kate Hudson, a renowned actress and fashion icon, launched the brand to fill a void in the fashion market. As health and fitness become more predominate, workout attire, or activewear, is becoming the preferred fashion choice of millennials.
Kate Hudson’s been known for many things but health and fitness are things she’s historically kept to herself. As more people focus on becoming healthier, she’s made her own health-focused efforts more public, making the launch of Fabletics an important milestone. Since its launch, Kate’s grown Fabletics into a $250 million business.
That’s partly due to its subscription mechanic. Fabletics uses its membership platform to build consumer-company relationships. It uses those relationships to challenge Amazon for the number one spot in the fashion e-commerce market. Currently, Amazon controls 20 percent of the entire e-commerce market, making it nearly impossible for small companies to succeed.
Fabletics is not a small company. Fabletics hit the ground running, so to speak, and has not stopped since its launch. Historically, high-value brands focused on price and quality. Fabletics is a modern high-value brand. It not only focuses on price and quality, it also focuses on extra consumer-based features, like last-mile service and customer experience.
Customer experience is linked to Fabletic’s premise: providing fashionable workout clothes that are also affordable. Making the products affordable wasn’t an issue. It’s was making sure that everything was fashionable and up-to-date. Fabletics really focuses on making sure that every member has something they like. If a product doesn’t sell, it gets taken off the site immediately.
After years of e-commerce success, Fabletics moved on to physical stores. Physical stores proved much different from selling online. Not everyone who walks into a Fabletics store is a member and that can create a problem. That’s why Fabletics offers a lifestyle quiz, so non-members can see what Fabletics has before visiting a store or the site. Fabletics stores also host events to get to know the local markets. As a result, about 25 percent of store visitors become new members in store.
There are a lot of people saying a lot of good things about Fabletics. One non-sponsored reviewer said that she’d recommend Fabletics to anyone who wanted her opinion. Fabletics is actually worth it.