Fabletics Dominating the Athleisure Niche Singlehandedly

Making it big in the retail segment these days is not an easy task, especially with such huge companies like Amazon already dominating the e-commerce space across the globe. In the fashion retail segment too, Amazon is holding the 20 percent market share, which is huge considering it is a multi-billion dollar industry. The fashion category is huge, and many sub-categories have emerged in the past few years, one of which is athleisure. There are many fitness and health gear manufacturers and brands that are offering athleisure products, but one of the companies that have been making a name for itself in the industry rapidly is Fabletics. In just a couple of years, Fabletics has become a familiar name in the fashion world for people who are more into fitness wear.


Fabletics has a massive range of products for women, and the new collection is added to its inventory at frequent intervals. The company has been growing at a steady pace in the last few years, and its turnover has already touched well over $250 million marks. As a company with a subscription model for its customers, it has already managed to gain over 1.2 million paying VIP members, who pay a monthly fee to get three free products each month. It is a very convenient arrangement and also helps the company to personalize the shopping experience of the customers. Every customer is made to fill out a questionnaire at the site before becoming the member, which helps Fabletics in personalizing the shopping experience for the customers.


Kate Hudson, one of the most famous Hollywood actresses, is also the co-owner of Fabletics, and as per her, Fabletics is filling the void that was present in the market for affordable fitness gear for women. Even though there are tons of companies providing athleisure for women, none of them are doing so at an affordable price. However, Fabletics has ensured that its price point is accessible from the very beginning. Fabletics started off as an innovative startup in a fashion industry that is overcrowded with companies trying to make it big, and in just a couple of years, it has established its place as a mainstream brand.


Fabletics recently also started a few physical stores across the country. It is a part of its reverse showroom marketing technique that Apple also applied successfully earlier. It has helped Fabletics in getting results and catching the attention of more customers.

How Fabletics Uses the Unique Lifestyle Quiz to Boost its Business Philosophy

If you have ever thought about starting your own business, you can take guesses and examples from those who have succeeded more than everyone else, and created companies that are now worth billions of dollars. When deciding how to do something, you always have to look at those who failed, but pay extra attention to those who succeeded.


If you have ever thought about tackling the fashion industry, which is one of the most gratifying markets for young entrepreneurs, then this article is for you.


We are going to focus on examples in the fashion and clothing fabrication industry, and the biggest shark of the fitness field: Fabletics.


Fabletics did everything right, beginning with their business model, their marketing strategies to attract new customers, and their products themselves.


Fabletics was created and co-founded by the three entrepreneurs Kate Hudson, Adam Goldenberg, Don Ressler.


Kate Hudson… the celebrity Kate Hudson?!


Yes, Kate Hudson is one of the most influential entrepreneurs of the fashion world, being the co-founder of one of the strongest and most incredible companies in the field, with a net-worth that has scaled with excruciating speed and a company under her name that conquered an entire industry.


Fabletics might have a cute name and a simple idea: to provide women with clothes for going to the gym, jogging and exercising, that also have tons of variety with different colors, patterns, and personality traits for each piece of clothing. That idea, however, skyrocketed the company forward.


Adam Goldenberg and Don Ressler were two entrepreneurs already in the fashion business, being the creators of the JustFab brand, enormous mother-business, along with a few other acquisitions that are still very famous, like ShoeDazzle.


Being in the fashion business, with a couple of years analyzing the fitness industry, they realized that there was a tremendous hole there. Something that companies currently co-existing in that sector were not providing. Even though customers were constantly sharing their discontent with the lack of variety and vibrant colors in fitness gears from several companies, the cost of increasing the number of patterns for each clothing and having all subsidiaries manufacturing an extra piece of gear was tremendous, so the appeals were left unheard.


Fabletics, on the other hand, ignored the extra cost that comes with an increased variety and used it as the central marketing campaign upon release. More than that, Fabletics does not provide only clothes with vibrant colors, they provide pieces of gear that adequate to different personality traits.


This is why the entrepreneurs behind Fabletics also created the Lifestyle Quiz, an idea that was personality brought by Kate Hudson. A genius move. The Lifestyle Quiz incentivizes clients to take a quick questionnaire to see what kind of person they are, what are their personality traits and how they differ from other women. This comes from their unique philosophy that every woman is unique.


The Lifestyle Quiz, coupled with their marketing strategies of using the e-commerce environment to boost their relationship with the clients, has made it one of the strongest companies in the field to this day.

Fabletics is streamlining shopping for quality and stylish workout apparel

When searching for quality workout apparel, you often feel that you have to spend a fortune to get something that will last. Finding apparel that is also stylish and trendy can be quite a feat, and most people simply do not have the time or money to be shopping for that perfect outfit. They should be spending that time working out or out enjoying their life. Fabletics has managed to offer the same quality apparel of the expensive brands but at a fraction of the cost. They offer a monthly subscription to their members and they get a new, stylish outfit delivered to their home every month. This makes shopping for workout apparel easy, giving you more time to spend on other aspects of your life.


To start your Fabletics membership, you receive a discounted outfit. To help narrow down your outfit choices and make shopping quicker, you can take the Fabletics lifestyle quiz. This quiz will determine your lifestyle and exercise preferences, choosing outfits for you that fit your style. This will save you time shopping around their entire site. Based on your style preferences, hand picked outfit choices will be emailed to you each month to choose from, or you can pick your own. Your new outfit is then delivered to you each month, making shopping easy and fast, and you will always look fabulous without spending tons of time shopping.


Other than the tailored and easy shopping experience, members come back month after month because of the quality of clothing that they receive. Their clothing is made of the best quality materials available. When you exercise, you need to be able to rely on the support and compression of your clothing. Fabletics clothing will keep its essential compression that you need for support you after many workouts. Plus, the clothes don’t fade and the colors look fantastic, so you will always feel your best at the gym or simply running errands.


In an effort to offer their customers another level of customer service, Fabletics has started to open physical stores. To many, this may seem contrary to our increasingly online world. Many physical retailers are losing business when customers come in their stores to look at their merchandise, but then purchase online when they find it cheaper. For Fabletics, they implement a reverse showroom technique so it doesn’t matter if their customers purchase online or in store. When their members shop in store, the items they try on also go into their online shopping cart, to purchase later if the wish. Their stores and online business work together to build the Fabletics brand. The stores manage to sign up to a quarter of those who come into their stores to shop, to be monthly online subscription members. This builds their loyal customer base. The stores also learn the styles and trends of the communities that they serve. This allows them to better serve and know what styles of clothing to offer to make their members happy and enjoying the clothing that they purchase from Fabletics.

Kate Hudson’s Fabletics Has Ability to Take Down Amazon

When any clothing retailer in the fashion e-commerce market is looking to the top dog in that space, Amazon is always the one company that gets mentioned time and time again. There is a good reason why Amazon is a giant in the clothing business, they are selling 20 percent of all the apparel in this space year to year. Along comes Kate Hudson’s Fabletics, not only looking to break away from the pack of thousands of other clothing companies, but to take the top spot away from Amazon. In just under three years, Kate Hudson’s Fabletics is already selling $250 million of their women’s workout apparel.


The growing popularity of this athleisure brand has a lot to do with how Kate Hudson is approaching sales. Instead of relying on the high quality of the merchandise or her celebrity status, Hudson says reverse showrooming and her membership perks for loyal customers are the keys to the growing success. Just watch how people are shopping inside a Fabletics retail store at the mall. There are some shoppers trying on all the workout clothing, while others are taking a lifestyle quiz, and still others just window-shopping for all the latest releases in yoga pant and tank tops.


Dominating in this fashion e-commerce market is more than selling things off the rack, you need to create a unique shopping experience for the customer. When these women are shopping in the mall, each time they try on any piece of active-wear at the Fabletics store, that piece gets transferred to the member’s online shopping cart too. What this does is allow these women to leave the mall without making a purchase and come back another time to finish at their convenience. They go online, continue shopping, and without concern of the clothing fitting, they buy more yoga pants and leggings on impulse.


The rewards for being a loyal Fabletics customers also include free shipping deals on every online order, discounts on the clothing in both store and website, and you get an assigned personal shopper too. Your shopper uses those quiz results to choose pieces each month for you to consider. This is not the average active-wear shopping experience. Women are loving the pampering they are receiving at Kate Hudson’s Fabletics, and it definitely is showing in the fact the sales for the company are starting to look more like the numbers Amazon were producing.

Fabletics – A Success By Kate Hudson

In the ever changing retail industry, Kate Hudson is holding her own with her new line of online and physical stores called Fabletics. She has been able to become quite a success in the few short years since she opened her company. That is because she uses online marketing, and a technique known as revere showroom techniques.


The online marketing is essential for sustaining her business because it collects data from her customers so that she can pinpoint what they are looking for, and what they like. She also uses reverse showroom techniques, where in her physical stores, it is a small showroom, and does not show every item. Most of the shopping is done online, and the showroom is a place where the women can see some items to get an idea of how they are made, and the colors that are used. This is working great for her, and she is holding her own against large competitors like Amazon.com


With Kate Hudson’s designs, she always keeps in mind what women want. They want nice looking clothing that they can wear for either workouts or for casual outings. She makes her clothing comfortable for them to wear, and easy for them to care for. It makes sense, because they are loving the items that she sells, and they always want to know what the latest ideas she has, and when her new designs will come out.


Kate Hudson is looking to open a couple more stores in the next year, and it looks like they will be very successful too. When women want to receive information on her latest endeavors, they just sign up for her newsletter and club. This way, they will always be informed about what is happening with her, and the plans for the future too.


When women love clothing, they show it by purchasing the designers items. In this case, it is Kate Hudson that they are liking, and will continue to because Kate Hudson cares about them, and she shows it. Her clothing is geared toward the women that she sells to, and she will continue to give them what they want. This is because she is a good salesperson and marketer, as well as designer.

Weekend #workout plan inspired by @gingerressler’s high-power moves ????

A video posted by @fabletics on