Fabletics has taken over the ‘activewear’ industry. The company, owned by Kate Hudson, has played a significant role in growing the ‘activewear’ movement and has significantly reaped the benefits associated with its efforts. Only three years after its founding, the company is now worth over $250 million and is on a growth trajectory. Fabletics is now setting its eye on Amazon’s share of the fashion e-commerce. It believes that it will soon eat into the Amazon’s share of the market and probably surpass it in the end. Although this process seems to be quite ambitious, the continuous growth of the company is an indication that it will not be slowing down anytime soon.
As it takes on Amazon, Fabletics is focusing on adopting modern business practices. Although quality and price are important factors to the company, other aspects of the business such as customer experience, exclusive design, last-mile service, brand recognition, and gamification will determine the success of the enterprise. The company uses modern consumer as the center of its business strategies rather than the products it offers. This strategy has so far been a success.
Fabletics is also positioning itself as a modern brand. It likens itself to contemporary brands such as Warby Parker and Apple. This approach has seen the company’s physical stores mirroring those by Apple. Like other brands associated with JustFab, Fabletic uses fashion membership strategy to sell its products. The subscription allows members to enjoy fashionable products that are selected based on their personal lifestyle tastes. The items are sent to the members as monthly packages at a fixed fee. The company is also introducing more stores with plans to open at least sixteen stores in Illinois, Hawaii, Florida, and California. This information was originally reported on Forbes.
According to Fabletics’ general manager, Gregg Throgmartin, the company’s secret has been its commitment to building a modern and re-imagined high-value brand since its first day of operation. Provision of personalized services to its clients and affordable trendy products has also played an essential role in the company’s growth. Fabletics’ products are priced at half the prices offered by competitors.
Fabletics has also embraced the culture of ‘reverse showrooming.’ It involves potential clients’ window shopping in physical stores and then buying the products at cheaper online stores. The strategy has been designed to add items that a client tries while shopping on their online shopping cart. The customer can later buy the products online from the company’s online store. This strategy has seen over 25% of individuals walking into the stores becoming members of the ‘activewear’ movement.
The company puts many efforts on matching content in their physical stores with online content. The stores use the shopping data of the local customers to ensure that it only stocks those items that will appeal to customers from the region. This ensures that the physical stores and the online stores are similar.
Fabletics is an online subscription retailer of athleisure. The company was founded in 2013 by Kate Hudson and is associated with JustFab. Fabletics sells its products through a membership strategy where personalized outfits are sent to customers on a monthly basis and at a fixed price. Its headquarters are in El Segundo.