It is no secret that athletic wear brand Fabletics came out of nowhere to win the race. The company is just a few years old, yet it has become the sweetheart of the athletic wear industry. Part of this can likely be attributed to co-founder Kate Hudson’s general popularity. People see her as genuine and she is well known for her passion for fitness and athletics. However, Fabletics has also simply chosen to do things different and people appreciate it. The innovative business style of Fabletics has them pulling ahead of large online warehouses like Amazon.
Fabletics is an “athleisure” wear brand founded in 2013. As athletic wear moved from something you simply wear to the gym to a way to show your style, Fabletics wanted to offer quality athletic wear that was also trendy and allowed people to express their personal style. The company is the brainchild of actress Kate Hudson and TechStyle Group. TechStyle has had many successful ventures in the world of online retail.
Fabletics chose to launch as a membership model. This means that instead of having to go online and sift through thousands of items, members have an entire outfit sent to them each month. They then have the option to return anything they don’t want for another item. In an age when we are all so busy and there are so many online options, the outfit each month saves time and energy.
What is a Reverse Showroom?
Fabletics uses the reverse showroom technique to give members addition benefit. While many companies that have been around for decades are struggling to give a great online experience, Fabletics start with its online platform. The company only has a few stores in key locations around the country. Members and potential members receive the full shopping experience online and because of the membership model they are also treated to being as hands on or off as they like.
Kate Hudson is the stunning face of Fabletics. However, she isn’t just a spokesperson. Kate actively directs major efforts like social media strategy and advertising. She also works closely with the pieces that Fabletics designs. She checks the sales information of each piece of clothing carefully each week to see what members love and what pieces are only doing average.
The most fun way to learn about Fabletics is to bounce on over to the website and take the LifeStyle Quiz!