Fabletics leads (with) the pack

Fabletics is a shining exception in a retail market that’s shrinking by the day. The product – stylish athleisure wear for women – is high quality, and the celebrity spokesperson Kate Hudson is a dynamic fitness inspiration all her own, but what Fabletics has that other companies don’t is a finger on the pulse of their crowd of customers. And it’s a lot of customers.

 

Fabletics began by breaking through drab workout wear to give women a more stylish option that fit the lifestyles of many who wear athleisure not just to the gym but throughout their day. To look good at the gym for that triumphant selfie at the end of a workout. Fabletics built their fashion line around what women actually want and need. From there, they let the customers do the talking through the data which has informed the company’s rapid growth (644% last year alone according to an article from Forbes).

 

It’s fair to call Fabletics a “social brand”. They expertly leverage platforms like Instagram, Pinterest and Facebook while also creating a personalized experience on their own website. Customers get to choose their favorite looks and the Fabletics system remembers their preferences and helps make recommendations based on their tastes.

 

By following their crowd, Fabletics is constantly refining their designs to give customers exactly what they’re looking for. With a regular cycle of new designs being released, Fabletics builds excitement for 1.2 million members who look forward to new designs made just for them.

 

Celebrities are part of the crowd at Fabletics, too. Actor Kate Hudson is the face of the brand, and has been intimately involved in every aspect of the business from day one. In a 2017 interview she told fashion blog Refinery 29, “I’ve always wanted to do something in the fashion world, but it’s really important to me that everything I do is meaningful and makes a positive impact.” She found that impact with affordable, trendy workout gear for women to feel strong and beautiful. The extensive line of their famous leggings, tops, sports bras, outerwear, shorts and pants comes in vibrant colors and patterns with interesting cuts that are flattering to women of all sizes. Other celebrities like Demi Lovato have taken note of the brand’s inclusive approach and have gotten on board, too.

 

The entire line of Fabletics athleisure can be shopped at their website, https://www.fabletics.com. Not sure where to start? Try this Lifestyle Quiz to find out which Fabletics gear is best for you!

Could Kate Hudson’s Fabletics Compete with Amazon?

Competing with Amazon in any niche is a really tough road to travel. In the women’s apparel niche, Amazon commands over 20 percent of the sales and has been in the top spot for years. Kate Hudson’s Fabletics came on the scene only a short while ago, but in those few years the company has gone on to shatter records and rake in an incredible $250 million in sales of high-quality women’s workout apparel and active-wear. Considering the competition, these numbers are even more impressive.

 

Kate Hudson recently talked about how her athleisure brand has really exploded in popularity with women, due in part to the unique shopping experience her customers enjoy. Take a closer look at the Fabletics store in the mall, and you discover that there is no pressure by sales associates, women are trying on all the pieces of active-wear in the store, they are signing up for their free membership, and even taking the Fabletics Lifestyle Quiz. This relaxed atmosphere might seem unconventional because many women leave the store without buying anything, or so it appears.

 

How is Fabletics making $250 million in sales without the customers paying in the store?

 

To better understand how Kate Hudson’s Fabletics is raking in so much money, we again look at those same women who left the retail store without making a purchase. While they were trying on the active-wear in the store, each item was being added to the membership profile page online. When these women visit the Fabletics website, they see all the items that they wore and that fit them perfectly. Without having to guess which pieces of workout apparel fit, these customers start adding pieces to their cart based on colors, styles, or new arrivals. These customers tend to spend even more than they would have at the retail setting.

 

Included with the convenience of ordering online, the Fabletics membership includes access to a personal shopping assistant. lower pricing, and free shipping for any online order. This is more of a shopping experience than it is buying women’s apparel. Amazon doesn’t have the resources in place to compete through this type platform, so Kate Hudson’s Fabletics is steadily building a loyal customer base of women who are not only buying more, they are buying often. This company could eventually get to the top spot is the sales numbers continue to grow year to year like they have been.