When picking out sports gear, most people will go with the one that makes them feel good and motivated to take up a challenge. Sports apparel styles vary from floral and colorful to plain and bold. The range for these attires widens even more with women’s sportswear. A lot of brands struggle to keep up with the ever-changing fashion to include meshed tops, high-waist pants, and vibrant patterns. One of the leading sports attire manufacturing company, Fabletics, found a simpler and efficient way to appease its customers consistently. Fabletics’ Dustin Netral, of SVP Operations, stated that the firm continuously conducts tests to collect data on consumer preferences. They ensure that all of their stores stock the same items that are available online. The research team collects data based on social media commentaries, heat mapping information and real-time sales data in both the online and physical stores. With time, the designers update the items to match the current fashion trend and preferred customer style.
Fabletics manages to stay ahead of the curve among other businesses because they showcase their products without using a middle agent such as Amazon. Amazon owns 20 percent of the entire fashion industry and controls the returns a company earns with them. Kate Hudson and her team opted to set up a website that allows clients to purchase items directly. The site uses a subscription machine that helps the staff send out items to customers on a monthly basis. Fabletics understands the importance of creating a trustworthy relationship with their clients and regularly sets up events to interact with the locals. According to their data, 30-50 percent of people who walk into their physical stores are already online subscribers. Non-members who buy from the physical store get signed up for the online services and amount to approximately 25 percent.
A famous Salem lifestyle blogger describes Fabletics’ subscription system and items in an honest review on her website. Teri of a Foodie Stays Fit stated that it is much better to sign up as a VIP and get charged $25 for the first purchased full attire, which typically costs $50. By taking Fabletics’ Lifestyle Survey, one can receive shipments based on their workout routine and fashion taste. In the next months, one can easily cancel the automatic purchase by logging into the account before the 5th day of a new month. She rated Fabletic’s pants as high quality and trendy for their thick and comfortable material, and stylish colors and patterns. She considers Fabletics as fairer-priced in comparison with other brands such as Splits 59, Lululemon and Beyond Yoga. Fabletics saves a customer $30 since Lululemon sells the same yoga pants for $50. Overall, Teri thinks signing up for the monthly shipment option is a great deal for only $50 a month. Fabletics has physical stores in the Mall of America, Cherry Shopping Center, Summerlin Shopping Center and the Southpark Mall. They have a regional branch in Europe and plan to launch at least 16 more stores in 2017.