Fabletics has become one of the top fitness wear companies today. It is now compared to Amazon, the e-commerce company. Fabletics has grown into a $250 million business in just three years because of their business model and branding. Top brands offered high-quality products at very high prices in the past. This is no longer the case for brands that want to succeed in the current world. This is because various factors such as customer satisfaction, extra service, and brand partnerships play a significant role in the position of a brand in the market. Fabletics borrowed from Apple and Warby Parker’s playbook by providing personalized service to their customers. Their membership model allows them to give the customer high-quality products at an affordable price.
One of the main reasons for their success is the aspect of reverse showrooming in their physical stores. Showrooming has been good and bad for brands because potential customers can check out clothes at the stores and then find them elsewhere where they buy at a lower price. Reverse showrooming has allowed Fabletics to approach the problem the other way around. This is because their pop-up stores are avenues for them to develop better relationships with customers because they get to interact with them in person. They also get to know more about the community and get more customers through activities and events that they host at the stores. They get to build better ones through their pop-up stores since the relationship is the most important aspect to them. This approach has helped them a lot since a quarter of all people who enter their stores become members. Their stores and their online platform complement each other to provide better services for their customers.
Fabletics is an American company started in 2013 that sells fitness and workout clothing. Fabletics offers a selection of different clothing each month for their clients. The company was founded by actor Kate Hudson, Don Ressler, and Adam Goldenberg. The company has expanded its operations to various locations around the world. It ships to countries such as Australia, Spain, and France. Fabletics launched a men’s line in 2015 with Oliver Hudson who is Kate Hudson’s brother although Fabletics started out as a brand catering to women. They opened their first physical store in 2015. They have opened several other stores across the US including in Hawaii, Florida, and Las Vegas. The company stated that they project to open close to a hundred stores in the next couple of years.
The athleisure company operates on a membership subscription model where members receive a catalog of clothing each month and choose whether they want to buy it or not. They complete a survey where they choose the type of clothing that they like when a member subscribes. Outfits are then chosen each month based on the preferences of the customer. Fabletics stocks apparel in its stores based on online trends. They offer their customers a better experience because they have access to what’s fashionable.