Fabletics is one of the leading brands in the world of “Athleisure” apparel and has been in the news for its unique and spectacular collection and flexible subscription model since its inception in 2013. The company rose to fame from the time of its launch, not only because of its unique collection and high-quality products but also because Kate Hudson is one of the founders of the company. Fabletics is a subsidiary of TechStyle Fashion Group, owned and founded by Kate Hudson, Adam Goldenberg, and Don Ressler, who also serves as the CEO of the company.
The last year’s gross revenue of Fabletics was close to $250 million, and it is a figure that is steadily growing as the enterprise continues to grow at 35 percent annually. The company that started as an innovative fashion startup is now giving a run for its money to giants such as Amazon, which already enjoys a market share of close to 20 percent. The popularity of Kate Hudson played a vital role in devising a marketing campaign that was appealing and helped send out the message to its target audience in a constructive and positive manner. Moreover, the effort put in by the company is clearly visible by the collection it offered, which is unique and stands out from what is already made available by other brands. Moreover, the price at which the Fabletics offer its products is comparatively lower than what others major brands offer.
In the reverse showroom technique, the company aimed at reaching out to not only its existing customers but also new and potential customers across the nation. It is a marketing method already pioneered by companies such as Warby Parker and Apple and achieved great success with it. Fabletics started with the idea that it would first grasp the attention of its target audience online and after that move towards opening physical outlets. It helps in transforming the interested and curious customers into loyal patrons. And, the company uses extensive retail data from its sales operations to showcase the products that are popular and preferred by the customers.
The VIP members are happy with the kind of convenience, products, and services offered by the company. The customers, through this subscription model, can buy just the kind of goods they want at the price they can afford, from the comfort of their home. Fabletics aims at standing out in the fashion retail market, even with fierce competition from companies such as Amazon, Warby Parker, and others, but it has managed to find its space and market. The company offers affordable products, high-quality athleisure items, easy accessibility, exceptional customer service, and a unique collection, month after month. With so many factors working together to enhance customer experience, Fabletics is a brand that is here to stay. If you are joining Fabletics anytime soon as a member, don’t forget to take its popular Lifestyle Quiz that personalizes your shopping experience at the site.