Fabletics is a clothing brand that is growing rapidly. In just 3 short years the company co-founded by actress, Kate Hudson is bringing in millions. Which is not entirely surpsising since every where you turn you are seeing a commercial or ad for the activewear brand. Unless you have been living in a cave I’m sure you have heard the name Fabletics once or twice. But really what is it all about and why is it becoming so successful?
The reasons for the success could be from the membership program. When you sign up you get your first outfit for $25. In a review for the Fabletics brand Terri Hutcheon explains that there is no monthly fee or requeriment to buy anything, some months she goes with out making a purchase at all. Terri is a blogger who writes about her active lifestyle over at “A foodie Stays Fit.” She explains that she has bought activewear from high-end brands and that Fabletics can most definelty stand up to them with the quality and variety. The membership just simplifies the entire process and allows her to update her work out gear as often as she needs to.
Another reason could be the personalized attention when it comes to picking outfits. When signing up you fill out a lifestyle quiz. This quiz might be the first and most important part of the process. As a customer you are asked what type of activity you do. Are you some once who enjoys yoga or someone who likes to sweat it out at the gym? Next you are asked where do you like to be active is it in the comfort of your own home or out in the elements? You are then asked your color preference, what body shape best fits you and then what size for tops, bottoms, and sports bras you generally wear. With all these questions answered the team at Fabletics can show you clothes that will be more appealing and functional for your life.
Starting out as a primarily online shopping brand they better understand todays consumers. Many retail brands are struggling because, budget savvy consumers know that they can find many clothing brands for sale online much cheaper than in store. In return big brands such as Amazon are reaping the benefits. According to Paul Armstrong, a writer for Forbes.com Amazon controls 20% of the fashion e-commerce. Fabletics is challenging big e-commerce companies like Amazon by providing physical retail stores that work in conjunction with online statistics. Through local data and customer memberships Fabletics stores will only stock items that appeal to consumers in that area. Customers who shop in store, who are most likely already members will not be disappointed and those who are not members have the option of becoming one. An example of how they try to keep customers shopping experience seamless and stress free is when a customer tries clothes on in store it is automatically uploaded to their online cart. This way no matter if they chose to buy it in store or online customers know exactly what they are getting and for the same price no matter how they decide make a purchase.