The fashion industry is changing, and companies like Fabletics are keeping pace. Started in 2013 by Adam Goldenberg, Don Ressler, and Kate Hudson, the athleisure brand has its roots online and faces off against giants like Lululemon, Nike and Under Armour who offer the same products for twice the price. Hudson recognized a need in the athleisure industry for quality clothes at a reasonable price, and decided to fill that gap. The athleisure trend features casual but stylish clothes that can be worn in the gym and on the town. The trend has grown tremendously with more growth anticipated in the future. In fact, with some businesses adopting a more laid back style, athleisure can be worn in some workplaces as well.
Fabletics has stepped in to fill a need in a growing industry, and their business model also sidesteps a potential sales drop by utilizing reverse showrooming. Instead of losing customers who come into a store to try on clothes and then shop elsewhere or online for better prices, Fabletics offers enviable styles online for prices that can’t be beat. They compete with Amazon in bringing style through the convenience of online shopping, while engaging with and retaining customers with their personalized approach.
Fabletics is offered to eight different countries, and has 18 brick-and-mortar stores in the United States. Members take a brief survey on the Fabletics website in order to be matched with styles they will enjoy. Members can also enjoy personalized selections chosen for them based on their lifestyle and preferences. With new lines of clothing coming out every month, Fabletics has a lot of trendy options to choose from.
Hudson stays close to her brand by starring in commercials, displaying her favorite styles on the Fabletics website, and even by shooting a 30 second commercial on her iphone that she planned herself. She keeps a close eye on the brand’s progress, pulling products that don’t sell so that the selections stay current and meet customer’s preferences. By selling directly to the customer and utilizing big technology, Fabletics is able to see exactly what the customers want and anticipate future trends.
Hudson sticks with her mantra of inspiration, “Live your passion.” She’s living hers and encourages her customers to live a healthy lifestyle by inspiring them with fashionable workout clothes. She sees America’s struggle with health and wants to play a part in helping.
Are you interested to see what Fabletics will pick for you? Take the Lifestyle quiz on their website and find your matches!