Fabletics is a leading fashion brand that deals specifically in fitness clothing and gear, collectively termed as Athleisure products. The company started its operations in the year 2012, and in just four years has managed to become one of the prominent players in the athleisure market, giving fierce competition to famous names such as Amazon among others. One of the key reasons why Fabletics has been able to do good business is because it offers affordable athleisure products of excellent quality.
Kate Hudson, a famous fitness diva and a Hollywood actress who has also won the Golden Globe award, is one of the co-owners of Techstyle Fashion Group that owns Fabletics. Kate Hudson says that Fabletics was started with the aim of providing value to the customers and the brand is focused on being customer centric. It is for this reason, the company offers sizes ranging from XXS to 3X, and each month a new collection is added to its inventory.
Moreover, the brand is known for its highly successful subscription business model, where the customers have the choice of becoming the VIP members of the company. The VIP members are sent an e-mail in the first week of each month with the product listing that is specifically chosen and selected to meet their personal preferences. It is a personalized shopping experience that helps the customers in saving time and effort. Moreover, the VIP members do not have to pay massive amounts of the products as they get considerable discounts.
Fabletics is also known to have successfully implemented the reverse showroom technique. It is a highly successful and tried and tested business strategy that scores of companies have used previously, including the famous names such as Warby Parker and Apple. The motive behind this is customer retention and increasing brand loyalty. The company has 18 stores at the moment, and many more stores are in the pipeline in the years to come. Fabletics plans to open its stores not only in the United States but across the globe.
Even as the competition in the online fashion market continues to gain pace, Fabletics can manage substantial turnover because of its unique business model that is primarily based on its subscription model business. The company aims to keep the pricing of its products highly competitive, which is one of the reasons why Fabletics is a preferred brand in the athleisure category by many. Fabletics also offers a personalized shopping experience that you can enjoy as well by taking the Lifestyle Quiz at its site.