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!